For Marketers Who Have Adopted GenAI, 77% Have Adopted it for Creative Development Tasks
A survey of 418 marketing leaders conducted in July through September 2024 found that while some organizations have adopted AI at a rapid pace, some organizations have yet to embrace the technology.
“Many believe GenAI will transform marketing, but despite the hype, many CMOs feel that their GenAI investments have yet to pay off,” said Suzanne Schwartz, Senior Director Analyst in the Gartner Marketing Practice.
High-Performing Organizations Adopt GenAI the Most for Creative and Strategy Development
The survey found that of organizations that have adopted GenAI, 77% have adopted it for creative development tasks. This rises to 84% of high performers. Similarly, 48% of organizations that have adopted GenAI have adopted it for strategy development, rising to 52% of high performers.
“The most successful marketing organizations are leading the way when it comes to GenAI adoption,” said Greg Carlucci, Senior Director Analyst in the Gartner Marketing Practice. “They’re leveraging AI for tasks such as content creation, campaign planning and strategy development in order to optimize campaigns and drive their organization forward.”
Most CMOs Face Challenges Executing Marketing Campaigns
“It’s vital for CMOs to foster connections with their counterparts in finance, sales and executive leadership in order to reduce barriers to marketing’s success,” said Schwartz. “By using a data-driven approach to decision making, marketing leaders can better communicate their strategy to the C-suite, reducing friction with leaders from other functions.”
