#Japan #Generative AI #Tokyo #AI Marketing #Macbee Planet

Overview

A comprehensive survey conducted by Macbee Planet, a Tokyo-based marketing firm, revealed that among 1,037 marketers who have utilized generative AI in their work over the past year, only about 25% affirmed that it contributed to short-term or medium-to-long-term business results. The study aimed to visualize the effectiveness of generative AI in various stages, including operational efficiency, marketing KPIs, and overall business outcomes, comparing B2C and B2B companies.

Key Findings

The findings of the survey indicate that while operational efficiency improvements and KPI enhancements are evident, the transition to achieving direct business results remains limited. Here are some key takeaways:

• - Contributions to Business Results: Only 15.5% of respondents indicated that generative AI contributed to short-term business outcomes, with 8.6% acknowledging medium-to-long-term contributions.
• - ROI Awareness: The percentage of marketers who quantitatively understand ROI from generative AI is over 20% in B2C companies, compared to just over 10% in B2B companies. Moreover, B2C firms also outperformed B2B firms by 14.1 percentage points in reporting results to internal stakeholders.
• - AI Utilization: In B2C settings, marketers have been focusing more on creative generation and optimizing advertising operations. Conversely, B2B companies have prioritized content creation and data analysis for customer insights.

Challenges Ahead

Marketers face several challenges in linking generative AI efforts to business outcomes. The top issues include:

• - Security and Legal Concerns: 32.9% of respondents pointed out the burden of security, legal, and operational rules as a significant hurdle.
• - Lack of AI Expertise: 32.1% mentioned the insufficiency of AI talent and know-how within their organizations.

Despite these challenges, around 90% of firms plan increased investments or new initiatives related to generative AI in the next 12 months, reflecting a strong commitment to embracing this technology, even among those who do not fully understand their ROI.

Market Trends

While operational efficiency and KPI improvements are currently the priority, with 34.6% and 27.3% of respondents respectively indicating these as areas of contribution, the overall realization of direct business results remains a challenge. In comparing B2C and B2B companies:

• - B2C firms reported a 30.1% contribution to marketing KPIs compared to 24.4% from B2B firms.
• - However, B2B companies excelled in short-term outcomes, achieving 18.8% against B2C’s 12.4%.

Thus, the effectiveness of generative AI appears to vary based on target audience and firm type, with each adapting deployment strategies aligned with marketing activities.

Investment Outlook

Moving forward, 88.4% of marketers intend to increase investments in generative AI or initiate new projects, with most anticipating an increase of 10% to 20%. This indicates a prevailing optimism about the potential of generative AI, even as the measurement of its success lags behind.

Conclusion

In conclusion, as commented by Kentaro Fujiwara, CEO of Macbee X, the focus is shifting from merely using generative AI to understanding the resultant outcomes. Companies must continue to innovate and test small hypotheses rather than waiting for a perfect solution, thereby establishing effectiveness gradually. The growing divergence between firms adopting AI and those realizing its impacts on business outcomes will likely become more pronounced in the coming years.

Survey Methodology

The survey was executed through IDEATECH's research division, with responses collected from 1,037 marketing professionals across various companies from July 28 to July 29, 2026. The survey sample included both B2C (525) and B2B (512) marketers, reflecting a well-rounded view of the industry’s pulse.