Response Rate Report 2024

ANA Response Rate Report 2023

Chapter 6: Direct Mail

Plans for Using Generative AI in Direct Mail Campaigns CHART 45

N = 9**

**Very small base

11%

I don’t know

34%

We’re planning to use it this year

We have no plans

22%

33%

We’re considering or testing it

What are your future plans for using Generative AI (such as ChatGPT) to write copy or other facilitate your direct mail efforts?

Insight: Forty percent of respondents report they are already using Generative AI to facilitate their use of direct mail campaigns, the third highest adoption of AI among the media in this study. Chart 45 shows the plans the remaining 60 percent have relative to generative AI usage. 22 percent report no plans to use it. 67 percent of those not yet using generative AI in their direct mail campaigns are in some planning stage to do so.

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