Marketers are moving past the experimental phase of generative artificial intelligence, with more than nine in ten chief marketing officers now reporting a clear return on investment, according to new research.
A global study by analytics group SAS and research firm Coleman Parkes found that 83% of marketing teams and 93% of CMOs see measurable returns from GenAI adoption. In the EMEA region, the average figure stood at 85%.
The findings suggest that AI is becoming embedded in day-to-day marketing strategies, moving beyond chatbots and content generation into areas such as trend analysis and customer journey mapping.
The survey of 300 organisations — including 160 in EMEA — shows that 62% of marketers now say they understand both the technology and its business impact, up from 50% last year. Adoption is widespread, with more than 8 in 10 marketers actively deploying GenAI tools.
The study also highlights shifting priorities. While cost reduction was a primary driver in 2024, marketers this year reported broader benefits: 94% cited improved personalisation, 91% improved data processing, and 90% time and operational savings. Nearly nine in ten also pointed to gains in predictive accuracy, customer loyalty, and sales.
Large language models such as ChatGPT, Perplexity, and Grok are the most widely used tools, with 77% of respondents deploying them. Smaller but growing use cases include synthetic data (18%), small language models (12%), and digital twins (5%).
Jenn Chase, Chief Marketing Officer and Executive Vice President at SAS, said GenAI had become “essential marketing infrastructure”. She added: “With 85% of marketing teams embedding GenAI into daily workflows, the technology is no longer a pilot project but a core driver of marketing transformation.”
The report also found that 93% of marketing teams have budgeted for GenAI investment through 2026, underscoring the long-term strategic commitment to AI-driven marketing.
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