Marketing remains an enterprise leader in the adoption of Genai and the evidence of ROI -with considerable profit in the past year, according to a new SAS report.
While 46% of the marketers surveyed in 2024 said that the evidence of ROI on Genai was their biggest obstacle, this year this year reported 93% of CMOs and 83% of the marketing teams worldwide to see measurable ROI. Under agent AI adopters with deeper technological concept, ROI climbs as high as 98%. Reported benefits include improved personalization (94%), faster data processing (91%), time and cost savings (90%) and profit in loyalty and sales of customers.
This year also saw an increase in the use of Genai and Marketers improved their skills as they became more familiar with the technology.
By 2025, 85% of the Genai marketing teams, according to the three-quarters report in 2024, “Marketers and AI: navigating through new depths.”
From experiments to every day
Full integration also grew, with 15% of the teams that embedded Genai in workflows compared to only 10% a year earlier. At the same time, the share of teams that was still in the ‘planning’ phase was from 22% to 13%, which underlines how quickly Genai has shifted from experiments to practice.
Trust in Genai climbed sharp in 2025, with 62% of marketers reporting a strong understanding of the technology, an increase of 50% in 2024. Awareness of his business impact extends to more than 90% of marketers.
DIG DEPER: Income teams struggle with implementation, despite widespread AI -adoption
Between 2024 and 2025, adoption increased on important activities:
- Chatbots and customer interactions: 43% → 62%
- Text and copy generation: 34% → 45%
- Image Generation: 27% → 36%
- Trend analysis: 23% → 34%
- Public targeting: 19% → 29%
- Customer Journey Mapping: 16% → 22%
Despite the progress elsewhere, governance frameworks remain largely underdeveloped. In 2024, only 7% of the organizations reported an extensive Genai Governance model; In 2025 that increased to only 8%. Lack of transparency, accountability and training remain barriers.
The most important change in 2025 is the rise of agent AI systems that are able to act autonomously on behalf of Marketers. 21% of the teams are already testing agentic AI in live environments, and almost three -quarters expect to implement it within two years. Experienced Genai adopters lead this shift and have built the data and governance basis that are needed to support more advanced possibilities.
Methodology
Het SAS-rapport uit 2025, “Marketeers en AI: Navigating New Depths”, is gebaseerd op een wereldwijd enquĂŞte uitgevoerd door Coleman Parkes Research in juni en juli 2025. De studie heeft 300 marketingbeslissers in verschillende industrieĂ«n ondervraagd, inclusief bankieren, verzekeringen, openbare sector, levenswetenschappen, gezondheidszorg, telecom, telecom-, productie-, energie- en nut en professionele services. Respondents represented a mix of company sizes – from SMEs to companies with more than 10,000 employees – and held senior positions such as marketing, director of digital marketing and VP of Marketing.
Geographically, the sample included 99 respondents from North and South America, 160 from EMEA and 41 from APAC. It is important that the survey from 2025 is on a comparable 2024 study among 300 marketers, which makes longitudinal analysis possible of how attitudes and acceptance of AI shift in marketing year after year. This consistent methodology in two studies offers a clear basic line for following emerging patterns in AI-driven marketing strategies worldwide.
The study can be found here.
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