The Age of Generative AI: Marketers See Strong ROI in 2025
The Age of Generative AI: Marketers See Strong ROI in 2025
In the fast-evolving landscape of marketing technology, Generative AI (GenAI) has transitioned from a mere buzzword to a crucial component of modern marketing strategies. According to a recent study conducted by SAS and Coleman Parkes, 2025 marks a pivotal year where 93% of CMOs are reporting a robust return on investment (ROI) from their GenAI allocations. Just a year prior, in 2024, only 75% of marketers were engaged in deploying this cutting-edge technology, evidencing a significant uptick in its adoption.
The study highlights that a stellar 85% of marketing professionals are actively utilizing GenAI, underscoring its shift from experimental phases to operational use. Strategies that once relied on traditional methods are now being augmented by AI-driven insights. Notably, eight in ten marketers confirmed they are witnessing returns from their investments in GenAI applications.
The Triumphant Integration of GenAI in Marketing
As Jenn Chase, the CMO and Executive Vice President at SAS, states, "GenAI has officially moved from hype to essential marketing infrastructure." The data reaffirms that GenAI is no longer just part of pilot projects; it's become a core driver of marketing transformation. The benefits are manifold—beyond just financial gains, marketers are also seeing improved customer loyalty and increased sales directly linked to AI-enhanced analytics and targeting strategies.
With 94% of respondents noting enhancements in personalization, 91% observing efficiency improvements in processing large datasets, and 90% confirming savings in both time and operational costs, GenAI is proving its value across multiple facets of marketing. Nearly 90% of marketers are also reporting advancements in predictive accuracy and customer loyalty correlated to their GenAI initiatives.
Rising Confidence in GenAI Capabilities
The research showcases a growing confidence among marketers, with 62% acknowledging a strong understanding of GenAI and its implications for business, a marked increase from 50% in 2024. This rising familiarity is fostering greater integration of GenAI into everyday marketing workflows. The top reported applications include:
- - Chatbots (62%)
- - Content generation (45%)
- - Trend analysis (36%)
Emerging applications are also making appearances, such as:
- - Synthetic data generation (18%)
- - Small language model exploration (12%)
- - Digital twin experimentation (5%)
The Future is Now: Strategic Commitment to GenAI
With these notable gains, the future of marketing strategies is becoming increasingly autonomous and AI-driven. According to the study, a striking 93% of marketing teams are now committing their budgets for GenAI through 2026, indicating that the technology is viewed as a present-day necessity rather than a distant consideration.
Organizations adopting this technology are leading the charge, embedding GenAI deeply into their workflows and preparing for an increasingly autonomous decision-making landscape powered by AI.
The report collected data from 300 organizations worldwide, ranging from small and medium-sized businesses to large enterprises. It provides valuable insights into how diverse sectors are leveraging GenAI to reshape marketing.
In Conclusion: Embracing AI's Power in Marketing
As the marketing sphere confronts the reality of an AI-driven future, organizations are urged to adjust their strategies accordingly—recognizing that GenAI is not just an innovation for tomorrow but an indispensable tool of today. With SAS leading the way in data and AI solutions, companies are poised to transform their operations and decision-making processes, ensuring they remain competitive in an ever-changing market landscape. This research underscores SAS’s commitment to empowering marketers, making it clear that with GenAI, the power to know and act decisively has never been more accessible.
About SAS: SAS is a worldwide leader in analytics, transforming data into insights that drive the best decisions.
For more information on marketing strategies utilizing Generative AI, visit SAS.com.
Topics Business Technology）
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