Marketers Boost ROI with Expanded GenAI Adoption
▼ Summary
– Marketers’ active use of generative AI increased to 85% in 2025, up from 75% in 2024.
– Over 80% of marketers report a return on investment from generative AI, with CMOs and teams seeing high ROI rates.
– Benefits in 2025 include improved personalization (94%), efficiency with large datasets (91%), and time/cost savings (90%).
– Marketers’ confidence and understanding of generative AI rose to 62% in 2025 from 50% in 2024.
– Top uses of generative AI are chatbots (62%), content generation (45%), and trend analysis (36%).
A significant shift is underway in the marketing world as generative AI adoption surges, delivering measurable returns and transforming how brands connect with audiences. New research reveals that an impressive 85% of marketers are now actively using generative AI tools, a notable jump from 75% just one year ago.
This rapid expansion isn’t just about experimentation, it’s producing tangible results. Eight out of ten marketers confirm they are already seeing a return on their genAI investments, with particularly strong results among leadership. Over 90% of CMOs and 83% of marketing teams report positive ROI from their AI initiatives.
While early adoption focused largely on streamlining operations and cutting costs, the benefits have expanded considerably. Today, 94% of marketers point to improved personalization capabilities, 91% highlight greater efficiency in handling large datasets, and 90% report meaningful savings in both time and operational expenses. Nearly nine out of ten also note gains in predictive accuracy, customer loyalty, and sales performance.
Confidence in the technology has grown in parallel with its adoption. Currently, 62% of marketers express a strong understanding of generative AI and its business impact, up from just half of respondents the previous year.
The most common applications include chatbots (62%), content generation (45%), and trend analysis (36%). Marketers are also exploring newer use cases such as synthetic data deployment (18%), small language models (12%), and digital twins (5%).
These findings come from a global survey of 300 organizations, ranging from small businesses to enterprises with over 10,000 employees, representing diverse industry sectors.
(Source: MarTech)
