Global marketers embrace GenAI, reporting ROI & deeper value

A new study has found that the majority of global marketing teams are now using generative AI (GenAI) in their daily operations, with most reporting measurable returns on their investments.

According to research conducted by SAS and Coleman Parkes, 85% of marketers are currently deploying GenAI, compared to 75% in the previous year. The study indicates that the use of GenAI has shifted from limited trials to becoming a standard element of marketing infrastructure worldwide.

The survey, which included responses from 300 organisations globally and covered a range of company sizes and industries, shows that measurable returns have materialised for those adopting GenAI. Eight in ten marketers reported a return on investment from GenAI, while 93% of chief marketing officers (CMOs) said their teams had seen a positive return.

GenAI has officially moved from hype to essential marketing infrastructure," said Jenn Chase, Chief Marketing Officer and Executive Vice President at SAS. "With 85% of marketing teams actively embedding GenAI into daily workflows, the technology is no longer a pilot project but a core driver of marketing transformation. Benefits are extending far beyond just time and cost savings. Improved customer loyalty and increased sales are now directly attributed to GenAI-powered analytics and targeting."

The findings suggest a rapid evolution in how marketing teams view and use GenAI. In 2024, the focus for many marketers was on streamlining workflows and reducing operational costs. The new data for 2025 reveals that GenAI is now delivering broader benefits. Of those surveyed, 94% reported improved personalisation of marketing activity, 91% cited new efficiencies in processing large datasets, and 90% confirmed savings relating to time and operational costs.

Additionally, nearly nine in ten marketers noted that GenAI delivered improvements not only in predictive accuracy but also in customer loyalty and in driving sales results, highlighting its contribution to business performance beyond operational metrics.

Understanding increases

Confidence in GenAI tools and their impact appears to be growing among marketers as well. According to the report, 62% of marketers now say they have a strong understanding of GenAI and its effects on business, up from 50% the previous year.

Use cases

Marketers reported several main ways they were employing GenAI. The most common were through chatbots (62%), content generation (45%), and trend analysis (36%). Emerging uses included deploying synthetic data (18%), experimenting with small language models (12%), and use of digital twins (5%).

Strategic investment

The study also noted a significant shift in strategic planning around GenAI. According to the results, 93% of marketing teams now have budgets allocated for GenAI technology through 2026, indicating a commitment to the technology beyond short-term trials or experimentation.

"GenAI is no longer a future consideration - it's a present-day imperative. Adopters are leading the way, integrating GenAI into workflows, expanding into agentic AI, and building the infrastructure to support autonomous decision-making," the report stated.

This anticipated growth in investment is occurring alongside a trend towards building more autonomous, AI-driven marketing strategies, as organisations work to integrate GenAI technology across business units and processes.

The survey covered a broad spectrum of organisations, from small and medium-sized businesses to enterprises with more than 10,000 employees, reflecting a widespread shift across market segments and industries.