Past the Trough of the Gen AI Hype cycle

Gartner Placed Generative AI on the Peak of Inflated Expectations for its Hype Cycle, Optimove Sees it as Emerging from the Trough of Disillusionment  

On August 16, 2023, Gartner announced that it had placed “Generative AI on the Peak of Inflated Expectations on the 2023 Hype Cycle for Emerging Technologies.”

Gartner notes that the Hype Cycle for Emerging Technologies is unique among Gartner Hype Cycles because it distills key insights from more than 2,000 technologies and applied frameworks that Gartner profiles each year into a succinct set of “must-know” emerging technologies. These technologies have potential to deliver transformational benefits over the next two to 10 years.

At Optimove, in considering the Gartner Hype Cycle, we positioned it at The Peak of Inflated Expectations since early Fal 2022. We operated that it was in the Trough of Disillusionment since the end of 2022. For our analysis and purposes, we see it now entering the Slope of Enlightenment.

So, we did not join the Generative AI bolt-on brigade as tech companies bolted Generative AI onto existing platforms. Instead, we have deliberately analyzed and developed Generative AI technologies to ensure productivity in driving Customer-Led Marketing to optimize customer loyalty.

Our view is steeped in a history of AI. From the inception of Optimove’s Optibot in 2016, AI has been integrated into Optimove’s platform and solutions. And that integration was five years in the making.

Between 2016 and today, we have watched the AI hype move to a fever pitch. Our analysis revealed that the Generative AI Hype Cycle reached the Peak of Inflated Expectations in 2022. We saw a distinct acceleration point in 2022 with the explosion of ChatGPT, GitHub Copilot, Tabnine, and others. Generative AI catapulted to its Peak of Inflated Expectations.

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Our goal is to help brands continually improve customer lifetime value. The fact that Customer-Led Marketing has delivered a 33% average increase in Customer Lifetime Value (CLV), an 88% improvement in marketing campaign efficiency, and a 578% return on marketing investment is only the beginning.

A case in point of integrating generative AI is our recent launch of our AI Copy Assistant. It added Generative AI to enable marketers to create the optimum copy for their email campaigns and translate, proofread, and spell-check the content. This addition, too, did not come overnight.

We do not conflate Generative AI with artificial general intelligence. In fact, Generative AI is not human-level intelligence; rather, it is a technology that helps guide more intelligent human decisions.

Generative AI’s true value lies in making complex data accessible to non-technical audiences. We see this first-hand in marketing. One of the perennial challenges in marketing has been the divide between data scientists and marketers. Data scientists possess the technical skills needed to interpret complex data, but they often struggle to communicate their findings effectively to marketers. Generative AI bridges this gap, providing a common language for both groups to collaborate seamlessly.

Generative AI’s primary function is to simplify complex data into easily digestible formats. It allows marketers to interact with data intuitively, asking questions and receiving insights in real-time. This democratization of data empowers marketers to make informed decisions without relying on data scientists for every query.

So, as Optimove adds Generative AI into its platform and solutions, know we are doing it with a post-peak of inflated expectations mindset. At Optimove, we see Generative AI now exiting the Trough of Disillusionment into a world of realistic expectations.

As we announce upcoming Generative AI integrations during this slope of enlightenment in marketing automation in insights, creation, and orchestration, know they come with deep analysis, testing, and thought. They are not added overnight. They are added deliberately to ensure that when brands integrate with the Optimove platform and solutions, they drive toward attaining a customer’s loyalty for life. The reason? Customer loyalty for brands at Optimove is our life’s work.

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