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| (Image credit: Shutterstock/SomYuZu) |
In 2025, generative AI (GenAI) has moved beyond experimentation to become a must-have for modern marketing teams. A recent survey by SAS and Coleman Parkes reveals that over 80% of marketers globally now use GenAI tools in their daily workflows. Even more impressive, 93% of CMOs and 83% of marketing professionals report seeing a measurable return on their AI investments. Source: TechRadar Pro
Only a small minority around 7% of CMOs say they haven’t yet seen ROI from GenAI. But even that skepticism is fading fast, as AI continues to integrate deeper into campaign management, customer insights, and creative production.
What Marketing Teams Are Doing with GenAI
The report highlights how generative AI has already transformed marketing processes across industries:
- Content creation: Automating blog posts, emails, ad copy, and social media updates while maintaining tone and consistency.
- Predictive analytics: Using AI to analyze patterns, predict customer behavior, and enhance segmentation accuracy.
- Hyper-personalization: Delivering tailored messages and dynamic website content for individual customers.
- Data-driven insights: Turning raw marketing data into actionable recommendations in real time.
These applications make GenAI a practical tool for marketers striving to scale creativity, efficiency, and data accuracy simultaneously.
ROI Is Now a Core Metric, Not a Hope
Until recently, many CMOs viewed AI as an experiment or future consideration. In 2025, it’s a measurable business driver. Marketing teams now use GenAI for campaign optimization, A/B testing, and strategic planning producing tangible outcomes in engagement rates, cost reduction, and customer conversion.
Still, experts warn that AI performance metrics can vary by use case. The most successful teams treat GenAI not as a shortcut but as an integrated system that supports human decision-making. The focus is shifting from “can we use AI?” to “how do we use AI effectively and ethically?”
Challenges That Remain
Despite rapid adoption, a few core challenges persist:
- Quality control: AI-generated text must be reviewed to maintain brand integrity and factual accuracy.
- Integration complexity: Many businesses still struggle to connect AI tools with CRM and analytics systems.
- Governance and bias: Ensuring that GenAI follows ethical guidelines and produces inclusive content.
- Overreliance risk: Teams must balance automation with human creativity and strategic oversight.
What CMOs Should Do Next
For marketing leaders, GenAI is no longer optional it’s foundational. Here’s how to make it count:
- Start with measurable use cases: Focus on specific KPIs such as email open rates, engagement, or lead quality.
- Train teams, not just tools: Upskill employees to work effectively alongside AI platforms.
- Develop AI governance frameworks: Define brand, compliance, and ethical boundaries before scaling.
- Track ROI continuously: Monitor real outcomes, not just automation speed or output volume.
Final Thoughts
Generative AI is no longer the future of marketing it’s the present. As brands embed AI deeper into their strategies, success will depend on creativity, oversight, and responsible implementation. The next phase isn’t about replacing human marketers but empowering them to focus on strategy, storytelling, and customer connection.
For more on how AI is transforming marketing strategy, read my post on GenAI marketing trends reshaping customer engagement in 2025.