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Marketers have dramatically advanced their use of Genai in one year, with 85% now active technology – an increase of 75% in 2024 according to a new study by SAS and Coleman Parkes.
The study, “Marketers and AI: navigating through new depths”Eight out of 10 marketers found a return on Genai Investment. More than 90% of CMOs and 83% of the marketing teams that use Genai report ROI report.
In 2024, marketers hoped that Genai would streamline the activities and lower the costs. In 2025 they will see even more benefits: 94% report improved personalization, 91% quotes efficiency when processing large datasets and 90% confirms savings in time and operational costs. Almost nine out of ten marketers also report profit in predictive accuracy, customer loyalty and sales.
Confidence in Genai is also increasing rapidly. The report showed that 62% of marketers report a strong understanding of Genai and its business impact, an increase of only 50% in 2024.
Marketers reported their top use of Genai as chatbots (62%), generating content (45%) and trend analysis (36%). Emerging Genai -Se Cases include the implementation of synthetic data (18%), exploring small language models (12%) and experimenting with digital twins (5%).
The report is based on a new study among 300 organizations worldwide, ranging from SMEs to companies with more than 10,000 employees. The respondents are marketers who work in organizations in various industrial sectors.
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About the author
Mike Pastore spent almost three decades in B2B marketing, as an editor, writer and marketer. He wrote for the first time about marketing in 1998 for Internet.com (later Jupitermedia). He then worked with marketers at some of the best known brands in B2B Tech Creating Content for Marketing Campaigns at both Jupitermedia and Quinstreet. Before he came to Third through Media as the editorial director of the Marchech website, he led the question generation at B2B Media Company TechnologyAdvice.
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