Worldwide Marketing Campaign Management Software Forecast, 2023-2027

This IDC study presents a five-year forecast for the worldwide marketing campaign management software market."Chat-based AI changes everything," said Gerry Murray, research director of IDC's Marketing Automation Technology research service. "Within a year, all martech solutions will feature prompt-based user interfaces and scripted use cases in addition to an explosion of personalized content. However, prompt-based buying behavior will also become common and that presents new challenges for marketers to optimize digital brand presence for large language models that will increasing assist, recommend, and eventually make authorized purchases on behalf of buyers."