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Marketers are increasingly embracing AI, with over 80% actively implementing GenAI technology, as revealed by a recent global study from SAS and Coleman Parkes, titled Marketers and AI: Navigating New Depths. This significant adoption is transcending the hype, as 93% of CMOs and 83% of marketing teams using GenAI globally report a tangible return on investment. In the EMEA region, this collective figure is an impressive 85%.
By 2024, marketers were optimistic about GenAI's potential to streamline operations. Today, their optimism is a reality, as 94% report improved personalisation capabilities, while 91% acclaim enhanced processing efficiency of large datasets. Furthermore, 90% note savings in time and operational costs, with nearly nine in ten marketers citing collective benefits in predictive accuracy, customer loyalty, and sales performance.
The burgeoning confidence in GenAI is evidenced by a growing understanding of its business impact, with 62% of marketers now reporting a stronger grasp, up from 50% in 2024.
The last year has seen changes in how GenAI is harnessed. While chatbots (62%) and content generation (45%) maintain their popularity, trends analysis has surged to 36%, positioning itself as the third top use case. Similarly, customer journey mapping has climbed from eighth to fifth, highlighting its evolving importance.
Exploring types of GenAI deployed, large language models (LLMs) like ChatGPT and Grok lead at 77%. Meanwhile, synthetic data deployment (18%) and small language models (12%) are gaining traction, complementing experimentation with digital twins (5%).
These advancements are fostering AI-driven autonomy within marketing strategies. Strategic investment is on the rise, with 93% of teams committing budget from now through 2026, indicative of GenAI's role as a cornerstone of marketing evolution.
The survey underpinning this report gathered insights from 300 organisations globally, including 160 from the EMEA region, spanning from SMBs to large enterprises. Respondents represent a diverse array of industry sectors and the increasing integration of GenAI is set to drive further innovations in marketing.
