- Marketing Team is embedding Genai in daily workflows in spite of uncertain sustainability
- AI tools driver measurable personalization, predictable accuracy and time savings
- Reported ROI from Genai -Adoption climbs sharply across global marketing industries
Marketing teams are increasingly implementing Genai technology as a practical tool rather than a speculative experiment, although some reports have suggested that almost all Genai pilots failed.
According to a new study by SAS and Coleman Parkes, more than eight in ten marketers are using globally active Genai, with CMOs and marketing team reporting a clear ROI of 93% and 83% respectively.
In the EMEA region, these figures are an average of 85%, suggesting that the value of the technology is recognized across different markets.
Expansion of use cases beyond traditional roles
How Marketing people use Genai has evolved rapidly in the past year found the study as chatbots and content generation remain the most common applications.
However, trend analysis and mapping of customer trips are promising prominently.
Cases of new uses such as implementing synthetic data, exploring small language models and experimentation with digital twins indicating that team is testing the limits of technology.
Marketing people report on concrete benefits of Genai, including improved personalization for 94%of respondents, efficiency in handling large data sets for 91%and savings in operational time and costs for 90%.
Gains in predictable accuracy, customer loyalty and sales are reported by nearly nine out of ten respondents.
These numbers suggest that AI authors and other AI tools contribute to measurable results.
Investments in Genai also increase, with 93% of marketing teams budgeting for technology through 2026.
“Genai is no longer a future consideration, it’s a contemporary imperative,” said Jenn Chase, CMO at SAS.
KEEP NEXTS TECHNOLOGY IN Daily workflows and develops infrastructure for more autonomous marketing strategies.
However, AI adoption at work reveals a surprising gap between skeptics who fear risks and realists embrace the tools.
While enthusiasm is evident, organizations must carefully monitor ROI, ethical considerations and the integration of multiple AI tools.
This is to ensure that these strategies remain effective and sustainable over time because long -term sustainability still needs to be fully tested.
Despite the high integration figures, some caution is justified as studies can exaggerate practical integration.
That said, it is also important to interpret these results gently, as self -reported improvements may not always be translated into uniform performance across all marketing contexts.
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