How western fortune 500 companies use expert insights and how African companies are catching up too

How The Wall Street Journal cut through the generative AI haze with an expert network

How do marketers plan to realize gains from AI? The Wall Street Journal partnered with an expert network, NewtonX to survey 82 executives for the scoop.

In a sea of AI noise, the WSJ needed insights straight from executives with the authority to integrate AI into business strategy

While appetite for generative AI continues to grow, the practicalities of adoption are far less clear. Businesses want to use it, and fear they’ll fall behind if they don’t. In the midst of this, business publishing powerhouse The Wall Street Journal was perfectly positioned to cut through the noise and reveal how executives are actually taking action

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The B2B Insight NewtonX, surveyed 82 brand marketing executives for their take on the future of marketing with AI

Rigorous reporting needs reliable data. The WSJ came to NewtonX, the leading B2B research partner with expertise finding C-suite executives and delivering marketinsights We surveyed 82 brand marketing VPs across industries at companies with over 100 employees, who were using or planning to use generative AI.

Together, we uncovered insights and analyses to questions such as:

• What are Brand Marketing’s objectives with generative AI?
• What’s the anticipated impact on staffing & creative agency expenses?
• What brand marketing use cases are off limits for Generative AI?
• What’s the expected magnitude of improvement?

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The WSJ divulged the insights with its 3.7M+ readers, infusing the AI conversation with fresh nuance and informing better business decisions

“Marketers’ top goal for AI for now is to increase the efficiency and effectiveness of their campaigns, according to a survey conducted by market research firm NewtonX for The Wall Street Journal. When asked to name relevant objectives, 78% of marketers picked greater efficiency, while 63% said they think AI will help them produce new kinds of content.

Despite these experiments, most of AI’s value remains firmly in the future, according to [Laura] Beaudin, [a partner at consulting firm Bain & Co]. [While] there is an expectation that things will become more efficient, most of the activity at this point still requires adult supervision.”

Thanks to NewtonX insights, The WSJ was able to complement anecdotal stories with quantitative data. It enabled clarity: an understanding of how companies could benefit from generative AI, and what their competitors are doing. It further cemented their brand reputation as the leading publisher in business insights, and empowers marketing leaders in moving their business forward with AI.

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African companies are realizing the power of expert network

In Africa, the use of expert networks is only starting to grow. Previously being a CFO, and using company money to hire a financial expert might seem like you don't know what you are doing or that your team is not competent enough. Similarly, being a CMO and hiring an expert consultant to explain new features of generative AI to your team is becoming more and more acceptable, just like training stuff is.

As much as companies understand their industries and processes, there is always room to learn from customers of competitors, supply chain experts of your industry or other executives in the industry. Most importantly , this knowledge sharing can be done with respect to industry,  privacy and data sharing best practices without sharing trade secrets. 

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Afrorian is the leading expert network with a focus on Africa. Here is what is fueling the knowledge sharing in Africa:

• The continent’s knowledge is highly segmented, similarly to its markets, and diverse countries; making local market insights or perspectives very important for companies wishing to grow in their markets or regions.
• Previously companies relied on lobbyists, which are often secretly hired, but given that knowledge sharing practices have improved and both experts and companies can exchange with no risk on either side.  
• Technology advancements, political, or regulations change at the highest speed in Africa, with most economies being emerging markets. These changes bring questions,  which need urgent attention and require specialized expertise, hence the rising need of expert and insights networks.