2025报告营销人员和人工智能：探索新的深度

Marketers and AI:Marketers and AI:Navigating New DepthsNavigating New Depths Fully committed to GenAI, marketers are diving deeper.Fully committed to GenAI, marketers are diving deeper.How can they achieve success with agentic AI?How can they achieve success with agentic AI?And are they ready as quantum appears on the horizon?And are they ready as quantum appears on the horizon? FOREWORD:Marketers dive deeper into agentic AI Marketers are ahead of the curve when it comes to GenAI, which is the newstatus quo for marketing departments worldwide. Many have the tools andexperience to leave GenAI’s safe, shallow waters and dive deeper into theuncharted territory of agentic AI. The research reveals the behaviors and strategies that Adopters are usingto deploy agentic AI. It also explores the numerous benefits and barriers tosuccess along the way. AI Glossary The research shows that marketing departments across the board havemade huge progress with GenAI in just 12 months. While some are rapidlyprogressing with agentic AI use, others are still in assessment mode. Basedon our research, marketers were classified into three categories: Adopters,Planners and Observers. Adopters are already using agentic AI today,Planners intend to within the next year and Observers intend to within thenext two years. Generative AI (GenAI)systems learn patterns in existing data to produce newcontent, such as text, images or code. Agentic AIsystems operate autonomously to make decisions withouthuman input. They interact with operational workflows and execute morecomplex tasks. There’s a wide adoption gap between the Adopters and Observers, and ourresearch data reveals a clear truth: Your AI maturity today determines what’spossible for you tomorrow. It also finds that as marketers adopt agentic AI,quantum computing moves within reach. Quantum computinguses the principles of quantum mechanics to processinformation using qbits, which can represent multiple states simultaneously.It can solve complex problems much faster than classical computing. This report is based on a new survey of 300 organizations worldwide, rangingfrom SMBs (small and midsize businesses) to enterprises with 10,000+employees. The respondents are marketers who are decision makers atorganizations across a range of industry sectors. This report is designed to guide you on your journey from mastering GenAI totesting the waters of agentic AI and considering whether quantum computingis in your future. We present an up-to-date account of how marketingdepartments are using GenAI and agentic AI, and are beginning to considerthe possibilities of quantum computing. We will examine: The extraordinary rise of GenAI, and its associated benefits for ROI. Why the marketers with the most GenAI experience are ahead of the pack. The revolutionary possibilities of agentic AI, and its impact on ROI andoperational efficiency. The key challenges marketers face when moving to agentic AI. How Adopters are finding solutions to these challenges. What steps Observers and Planners can take to catch up to Adopters. How marketers can start getting ready for quantum computing. Marketers are poised to move beyond the basics of GenAI Marketers are reaping ROI rewards from GenAI Testing the waters of agentic AI Contents 4 steps to advance your agentic AI journey The next wave: Quantum computing Mastering the age of agentic AI Build your marketing AI house on a foundation of trust About this research 01Marketers are poised to movebeyond the basics of GenAI 77% of marketers are using large languagemodels AI Glossary Which of the following types of generative AI are you currently usingor planning to use in marketing? Large language models (LLMs)are machine learning models designed to predict andgenerate plausible language. Small language models (SLMs)are reduced versions of LLMs created for specific tasksor environments. Digital twinsare virtual replicas of physical systems (such as a factory) that mimicreal-world states and can be used to train AI. Synthetic datais artificially generated data that mimics real-world data while avoidingsecurity issues. Twelve months ago, marketers werediving into the shallow end with GenAI. Today, our researchshows that marketers have powered ahead with the adoption of GenAI technologies, primarilylarge language models (LLMs). A very small percentage of marketing organizations in 2025 are usingsynthetic data generation,small language models ordigital twin technologies– so all mentions of GenAI will be referringto large language models. In 2025, the adoption of GenAI among marketers increased significantly, with85%using thetechnology and15%fully integrating it into daily workflows. More than90%of marketers arefully aware of GenAI’s powerful potential – and93%of marketing teams are backing up thatbelief with dedicated GenAI budgets for 2025/26. In 2025, 85% of marketers are using GenAI 9 out of 10 marketers understand the potentialimp