The use of chatbots in marketing more than doubled during the pandemic, research has found.

According to a new report from Hubspot, the findings are part of a wider trend in the use of automation in the industry.

It claims that marketing departments have become the largest adopters of automation within businesses, using automated tools 73 per cent more than sales, and 134 per cent more than finance.

The research, which surveyed 1,500 marketers globally, also found that 74 per cent of UK and Ireland marketers are using some form of automation already, and many more are set to adopt it this year.

In addition to this, the study reveals that technology by marketers is also on the rise, with nearly one in five social media marketing tactics including augmented reality, up 10 per cent since last year’s report.

“The research across different studies clearly shows a growth in automation and a broadening in the capabilities of automated tools,” said Scott Brinker, vice president of platform, HubSpot. “With AI becoming a more prominent feature in the landscape, we potentially need to think about specifying the different types of automation, whether that be for emails, landing pages, social media, blogs or marketing analytics.

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