This is how artificial intelligence is turning the industry upside down

Hardly any other technical area has developed as quickly as AI. Artificial intelligence has also long since found its way into affiliate marketing. But: What role do language models and AI tools play in the respective companies?

Since the release of ChatGPT in November 2022, there has been a real hype about artificial intelligence and its role in the economy. In the meantime, new technologies and tools based on AI and machine learning are constantly emerging, which are also finding their way into the world of work.

Affiliate Marketing 2023: How companies use artificial intelligence

Artificial intelligence has also long played a role in affiliate marketing. According to Opinion poll of the Bitkom digital association, every sixth company plans to use applications with AI functions. Another 23 percent don’t currently have a concrete plan, but can certainly imagine using it.

According to the recently released Affiliate Trend Reports of the performance marketing agency Xpose360, AI and machine learning are among the most important trends in 2023. In order to find out how the acceptance and integration of AI in affiliate marketing is actually going, the agency launched a survey among 120 affiliate marketers, including advertisers, affiliates, agencies and other networks.

The majority of affiliate marketing already uses artificial intelligence

More than 58 percent of the companies surveyed are already using technologies and tools based on artificial intelligence. Another 27 percent plan to use it. Especially when it comes to content creation, companies use AI. The technology is also used to acquire new affiliates and for fraud detection.

In addition, artificial intelligence can support analytical and statistical predictions. A total of 90 percent of affiliate partners use AI when creating texts and brainstorming. According to the survey, the clear favorite among the currently existing AI tools is ChatGPT from OpenAI. But graphics and content AIs such as Midjourney and Neuroflash are also popular.

Knowledge and acceptance of AI still have room for improvement

Despite the increasing trend in the use of artificial intelligence, around 26 percent of those surveyed estimate that their knowledge of the topic is low to very low. Around 21 percent of the survey participants also noticed that there is a certain resistance to AI technology in the company. Another 21 percent do not know how to use AI for their company.

On the other hand, 50 percent of those surveyed also believe that companies that invest in relevant technologies over the next five years will achieve a competitive advantage. Around 53 percent of affiliate companies are therefore planning to invest money in AI in the future.

Nevertheless, they disagree as to whether they can compensate for the shortage of skilled workers in the industry in this way. Only 21 percent believe that this is possible.

Here’s how AI is impacting the affiliate industry

According to the report on the survey, all surveys and forecasts are only snapshots in the current dynamic development. However, it can be said that the integration of AI into everyday life and business processes can bring many advantages, as long as no dystopian picture is painted.

It is true that performance marketers who do not experiment with the tools would run the risk of losing ground to their competitors because they cannot keep up with the speed and efficiency of AI-savvy companies. However, as an adaptable company, there is no need to worry too much.

“Many business models will change as a result of AI,” says Markus Kellermann, Managing Director of Xpose360. “It’s about optimizing and automating processes in the respective channels through to cross-channel analyses. The optimization creates freedom in other areas and fields of activity, which leads to more time for brainstorming or creative activities.

Also interesting: