GenAI adoption in marketing
Generative AI is already here. The majority of global marketing teams have moved past the experimentation phase. They’re deploying GenAI day-to-day. A new global survey by SAS and Coleman Parkes shows more than 80% of marketing teams worldwide are using GenAI actively. When 85% of these teams are embedding the technology into their regular workflows, it’s clear we’ve passed the tipping point. This shift is real, and it’s happening now.
What used to be considered an emerging technology is now embedded in operational structures. This doesn’t mean companies play with AI to check a box, it means marketing teams are building GenAI directly into how they analyze, plan, and execute campaigns.
For C-suite leaders, this changes the conversation. You’re no longer asking, “Should we start testing?” The question now is, “Are we operationalizing fast enough, and doing it at the same quality and speed as our competitors?” Because the firms that are embedding AI today are the same ones setting new performance benchmarks.
This is important for one reason: the future gets priced in. Markets reward those who move fast and get results. Waiting to catch up later is the slowest, and most expensive, option.
High ROI and measurable business benefits
Generative AI is producing results that matter. We’re talking about measurable returns across multiple areas of the marketing organization. According to the SAS and Coleman Parkes study, 93% of CMOs using GenAI see a clear return on investment. That’s near-universal validation from decision-makers who are held accountable for outcomes.
83% of broader marketing teams also report financial benefits. In the EMEA region specifically, the average ROI reached 85%. That’s consistent across a diverse landscape of businesses, indicating that GenAI isn’t siloed to specific sectors or company sizes, it’s working at scale, across the board.
Where does the ROI actually come from? It’s not just cost-cutting or quicker turnarounds. There are deeper advantages: 94% of marketers saw improvements in personalization, 91% improved how fast and effectively they process massive datasets, and 90% reported operational savings in time and cost. Predictive performance is up, customer loyalty is stronger, and sales conversions are improving.
This kind of return means GenAI is already paying for itself in many organizations. When the impact is visible across financial metrics, productivity, and customer behavior, it becomes part of a company’s competitive edge.
The signal here is strong: GenAI is a working system that’s improving both marketing operations and bottom lines, quickly. For executive teams, that’s the type of bet that makes sense to scale.
Evolving GenAI use cases and enhanced expertise
The way marketing teams use GenAI is expanding fast, and getting more sophisticated. Early use cases focused on automating repetitive tasks like chat responses and content generation. Now, strategy is entering the picture. Marketing teams are deploying GenAI to analyze trends, model customer behavior, and map entire buying journeys.
According to the SAS and Coleman Parkes study, 62% of teams still use GenAI for chatbots, and 45% use it for generating marketing copy. But now, 36% apply it to trend analysis. Customer journey mapping, once not even in the top five, is now used by 22% of teams. This signals a shift from productivity to intelligence. Marketers are no longer just using GenAI to do existing tasks faster; they’re using it to uncover insights they weren’t capturing before.
The underlying technology is evolving in parallel. Most teams, 77%, are using large language models like ChatGPT, Perplexity, and Grok. Nearly one in five are working with synthetic data. Some, 12%, are exploring smaller, more targeted AI systems. Even early experiments with digital twins are underway. This diversity in tools shows that businesses aren’t settling for one model or vendor, they’re aligning the technology with their specific needs.
What’s just as important is the sharp increase in technical competence. Last year, only 50% of marketers said they had a strong understanding of GenAI. This year, it’s 62%. That’s meaningful progress. It means teams aren’t just using tools, they’re learning how to use them well. For leadership, it reflects a maturing capability in-house that supports faster scaling and smarter deployment.
This is the point where adoption evolves into depth. You’re not just investing in software, you’re building an ecosystem of knowledge and capability. That’s what gets results you can sustain over the long term.
Strategic impact and autonomous decision-making powered by GenAI
GenAI is changing how organizations make decisions. The shift from tactical automation to strategic influence is already in motion. Marketing teams aren’t just running campaigns more efficiently; they’re using AI to guide where, when, and how to engage customers in real time. This means leaders are increasingly relying on models to inform decisions that once required complex human judgment.
Organizations are embedding AI-driven processes directly into their operational strategy. These systems can monitor customer signals and market changes at a scale and speed that humans can’t match. This gives teams the ability to adjust campaigns, product messaging, or customer segmentation without long turnaround times. It brings decision-making closer to the moment of impact.
According to the SAS and Coleman Parkes study, 93% of marketing teams have already designated budget for GenAI initiatives through 2026. That’s a long-range financial commitment, and it signals intent. We’re not seeing temporary interest, this is sustained investment driven by proven results and growing internal confidence in the technology.
Jenn Chase, Chief Marketing Officer and Executive Vice President at SAS, summed it up clearly: “GenAI is no longer a future consideration, it’s a present-day imperative, and it has officially moved from hype to essential marketing infrastructure.” She points out that with 85% of marketing teams embedding GenAI into daily workflows, the technology is past the pilot stage. It’s now part of how modern marketing operates, delivering measurable gains in customer loyalty and revenue.
For C-suite leaders, this is a strategic marker. AI fluency is enabling faster execution, more predictive planning, and tighter alignment between customer needs and business outputs. It’s not about having the newest software, it’s about having the capability to move faster and act smarter than anyone else.
Key takeaways for leaders
- GenAI adoption is mainstream: Over 80% of marketing teams now use GenAI, with 85% embedding it into daily workflows. Leaders should treat GenAI as foundational infrastructure, not an emerging tool.
- Proven ROI with strategic returns: 93% of CMOs and 83% of marketing teams report clear financial benefits from GenAI, including improved personalization, predictive accuracy, and reduced costs. Leaders should accelerate implementation to capture these gains.
- Use cases are diversifying fast: While chatbots and content remain common, strategic applications like trend analysis and customer journey mapping are now growing fast. Executives should support broader use beyond automation to unlock deeper insights and market agility.
- GenAI is shaping real-time decision-making: With 93% of teams budgeting for GenAI through 2026, AI is driving faster, more autonomous marketing strategies. Leaders should invest in long-term capability-building to keep pace with faster customer and market shifts.
