The Most Important Tech and Societal Trends for Marketers in 2023

According to recent research from WARC, marketers expect AI to be the most important emerging tech of 2023 and the potential impact of a recession to be the most important societal trend. 42% of respondents say they believe artificial intelligence will be an important emerging technology in 2023. Live video/streaming ranks as the second-most important emerging tech and the metaverse ranks third.

Marketers believe the societal topics and consumer concerns that will have the biggest impact on their marketing strategies in 2023 are a potential economic recession, the environment, and data privacy. 46% of respondents expect to shift their investment balance more towards performance marketing in 2023, while 31% expect to shift more towards brand marketing.

The report was based on data from a survey conducted in 2022 among more than 1,700 marketers around the world.