Marketers Embrace the Power of GenAI
The evolution of Generative AI has transitioned from hype to an essential component of modern marketing.
Over the past year, a remarkable shift has occurred in the marketing landscape. Data reveals that 85% of marketers are now actively deploying Generative AI (GenAI), marking a significant rise from 75% in the previous year. This transformation is substantiated by a comprehensive study conducted by SAS and Coleman Parkes.
Among the marketing professionals, a staggering 80% have reported a clear return on investment (ROI) from their GenAI initiatives. Specifically, 93% of Chief Marketing Officers (CMOs) and 83% of marketing teams utilizing GenAI have acknowledged tangible benefits from their investments.
Positive Trends in Marketing ROI
"GenAI has officially moved from hype to essential marketing infrastructure," stated Jenn Chase, Chief Marketing Officer and Executive Vice President at SAS. She emphasized that with 85% of marketing teams integrating GenAI into their daily operations, it has transitioned from mere experimentation to a core driver of marketing transformation. The benefits now extend far beyond simple time and cost savings—enhanced customer loyalty and increased sales are now directly linked to GenAI-driven analytics and targeting.
Previous expectations for GenAI in 2024 aimed primarily at streamlining operations. However, by 2025, marketers are witnessing a plethora of benefits, with 94% reporting improved personalization, 91% noting enhancements in efficiency with large datasets, and 90% confirming reductions in time and costs. Remarkably, nearly nine out of ten marketers have also noted improvements in predictive accuracy, customer loyalty, and overall sales.
Growing Confidence in GenAI
The confidence level among marketers regarding GenAI's potential is accelerating swiftly. Currently, 62% of marketers express a solid understanding of GenAI and its impact on their business, a notable increase from just 50% the previous year.
The reported primary uses of GenAI by marketers include:
- Chatbots (62%)
- Content generation (45%)
- Trend analysis (36%)
Emerging use cases for GenAI are also on the rise, with 18% of respondents deploying synthetic data, 12% exploring small language models, and 5% experimenting with digital twins.
Investing in GenAI for Future Growth
This growing confidence is fostering the development of more autonomous, AI-driven strategies across the marketing sector. There is a clear trend toward increased strategic commitment, as 93% of marketing teams have allocated budgetary resources towards GenAI initiatives through 2026. It is now evident that GenAI is not merely a consideration for the future; it has become an imperative for present-day marketing practices.
Adopters are leading the charge by incorporating GenAI into their workflows, exploring agentic AI, and establishing the necessary infrastructure for autonomous decision-making.
The insights presented in this report stem from a thorough survey of 300 organizations worldwide, encompassing small businesses to enterprises with over 10,000 employees, all of which include marketers from various industry sectors.
About SAS
SAS stands as a global leader in data and AI, empowering organizations to convert data into trusted decision-making insights. By using SAS software and industry-specific solutions, businesses can harness the true power of their data and become more agile and informed in their strategies.
Editorial Contacts:
Angela Lipscomb
919-531-2525
sas.com/news
Frequently Asked Questions
What is GenAI?
Generative AI (GenAI) refers to advanced algorithms that can create content, analyze data, and provide insights, making it valuable for marketing strategies.
How has GenAI changed marketing?
GenAI has transitioned from experimental technology to a vital tool for enhancing personalization, efficiency, and ROI in marketing efforts.
What percentage of marketers are using GenAI?
Currently, 85% of marketers are actively using GenAI in their strategies, showcasing a significant increase in adoption.
What are the benefits of GenAI?
Benefits include improved customer loyalty, increased sales, enhanced predictive accuracy, and time-saving operational efficiencies.
How are marketers budgeting for GenAI?
93% of marketing teams are now budgeting for GenAI, indicating a strategic shift towards integrating AI into their ongoing operations.
