- Marketing teams integrate Genai in daily work flows despite uncertain sustainability
- AI tools lead to measurable personalization, predictive precision and time savings
- King reported by the adoption of Genai climbs strongly in the world marketing industries
Marketing teams are increasingly deploying Genai technology as a practical tool rather than a speculative experience, even if some reports have suggested that almost all Genai pilots failed.
According to a new study by SAS and Coleman Parkes, more than eight in ten marketing specialists actively use Genai, CMOS and marketing teams reporting a clear return on investment of 93% and 83%, respectively.
In the EMEA region, these figures on average 85%, suggesting that the value of technology is recognized in various markets.
Widen use cases beyond traditional roles
How marketing specialists use Genai have evolved quickly in the past year, depending on the study, because chatbots and content generation remain the most common applications.
However, the analysis of trends and the mapping of the customer journey increases significantly.
Emerging use cases such as the deployment of synthetic data, the exploration of small language models and experimentation with digital twins indicate that the teams test the limits of technology.
Marketing specialists declare the tangible advantages of the GENAI, including improved personalization for 94% of respondents, the effectiveness of the management of important data sets for 91% and operational and cost savings for 90%.
The gains of predictive precision, customer loyalty and sales are reported by nearly nine respondents out of ten.
These figures suggest that AI writers and other AI tools contribute to measurable results.
In addition, the investment in Genai increases, with 93% of the marketing teams budget technology until 2026.
“Genai is no longer a future consideration, it is a current imperative,” said Jenn Chase, CMO at SAS.
The teams integrate technology into daily work flows and develop infrastructure for more autonomous marketing strategies.
However, the adoption of AI at work reveals a surprising gap between skeptics fearing the risks and realists embracing the tools.
Although enthusiasm is obvious, organizations will have to carefully monitor the return on investment, ethical considerations and the integration of several AI tools.
This involves ensuring that these strategies remain effective and lasting over time, because long -term sustainability remains to be fully tested.
Despite the high integration figures, a certain caution is justified because surveys can overestimate practical integration.
That said, it is also important to interpret these results with caution, because self -detached improvements may not always result in uniform performance in all marketing contexts.
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