TLDR: A new global study by SAS and Coleman Parkes reveals that generative AI (GenAI) has become an indispensable part of marketing operations, with 93% of CMOs and 83% of marketing teams globally reporting measurable ROI. The ‘Marketers and AI: Navigating New Depths’ study, surveying 300 organizations, highlights GenAI’s shift from experimental to operational, driving improvements in personalization, data processing efficiency, cost savings, customer loyalty, and sales. Chatbots, text generation, and trend analysis are leading use cases, with significant budget allocations planned through 2026.
Generative Artificial Intelligence (GenAI) is no longer a speculative technology for marketing departments; it has firmly established itself as an essential component of modern marketing infrastructure. This is the key finding from a new global study, ‘Marketers and AI: Navigating New Depths,’ conducted by SAS and Coleman Parkes.
The research, which surveyed 300 organizations across various regions and industries, indicates a widespread and mature adoption of GenAI. More than 80% of marketers worldwide are now actively integrating GenAI into their operations, a significant progression beyond early experimentation seen in previous years. The study, published on October 1, 2025, underscores the technology’s tangible impact on business outcomes.
Tangible ROI and Broad Benefits
One of the most compelling revelations is the high return on investment (ROI) reported by marketing leaders. A remarkable 93% of Chief Marketing Officers (CMOs) utilizing GenAI confirmed a clear ROI. Similarly, 83% of broader marketing teams reported positive financial outcomes from their GenAI initiatives. In the EMEA region, the combined average ROI for both groups stood at 85%.
Beyond financial returns, the study identified a spectrum of operational and strategic benefits:
Improved Personalization: 94% of respondents reported enhanced personalization capabilities.
Efficient Data Processing: 91% cited more efficient processing of large datasets.
Time and Cost Savings: 90% confirmed reductions in time and operational costs.
Predictive Accuracy, Customer Loyalty, and Sales: Nearly 90% also noted gains in these critical areas, directly attributing them to GenAI-powered analytics and targeting.
Jenn Chase, Chief Marketing Officer and Executive Vice President at SAS, emphasized this shift: “GenAI is no longer a future consideration – it’s a present-day imperative – and it has officially moved from hype to essential marketing infrastructure. 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.”
Evolving Usage and Understanding
The deployment of GenAI within marketing has seen a notable evolution. Chatbots remain the most popular application, utilized by 62% of teams. Generating text and copy is the second most common use at 45%. Interestingly, trends analysis has risen to the third spot (36%), and customer journey mapping, previously eighth in 2024, is now among the top five use cases at 22%.
In terms of the underlying technologies, 77% of marketers reported using large language models (LLMs) such as ChatGPT, Perplexity, and Grok. Emerging approaches include the deployment of synthetic data (18%), exploration of small language models (12%), and experimentation with digital twins (5%).
Marketers’ confidence and understanding of GenAI’s business value have also surged. Currently, 62% of those surveyed possess a robust understanding of the technology’s impacts, a significant increase from 50% in the previous year.
Strategic Commitment for the Future
The operational integration of GenAI is fostering a more strategic focus within marketing. Organizations are increasingly embedding autonomous, AI-driven strategies to swiftly adapt to market changes and customer behavior. This strategic commitment is reflected in budget planning, with 93% of marketing teams allocating funds for GenAI initiatives through 2026.
Also Read:
- Navigating the AI Landscape: A Deep Dive into Generative and Applied AI Training in 2025
- AI Inference Investment Set to Eclipse Training by Late 2025 Amid Generative AI Surge
The study encompassed a diverse range of organizations, from small and medium-sized businesses to large enterprises with over 10,000 employees, representing various industry sectors across regions including EMEA. The collective findings paint a clear picture: GenAI has cemented its role as a core driver of marketing transformation, with sustained investment and growing confidence expected in the coming years.
