4 Key Findings
- AI Investment Has Become Ubiquitous
90% of organisations increased AI marketing investment over the past two years, signalling near-universal adoption across regions and sectors. Yet, widespread investment has not translated into consistent measurement maturity. - Only a Small Minority Can Prove Incremental Revenue
Just 12% of organisations can rigorously isolate AI’s incremental revenue impact using controlled methods. The remaining majority either rely on proxies or do not measure AI impact at all, highlighting a critical accountability gap. - Board and C-Suite Pressure Is Intensifying
86% of marketing leaders report they have been asked to justify AI spending at the board level, yet only 16% feel confident defending their budgets with hard evidence. This dynamic underscores the growing demand for measurable outcomes over optimism. - Measurement Immaturity and Operational Risk Persist
A large portion of organisations depend on high-level activity proxies (79%) rather than outcomes linked to revenue, and many struggle with deployment timing, explainability, and connecting satisfaction changes to financial results, revealing systemic operational challenges.
Why Read This Report
- Understand the disconnect between AI investment and measurable business impact. This survey reveals where organisations are investing heavily yet lacking the discipline to prove value.
- Get clarity on the confidence gap among CMOs under C-suite scrutiny. The report highlights how board expectations for measurable ROI are redefining marketing accountability.
- Learn which AI use cases are delivering measurable returns. Unlike opinion pieces, this report shows which specific applications (e.g., segmentation, automation, personalization) correlate with tangible outcomes.
