2025年AI与营销绩效指数

The 2025 AI and MarketingPerformance Index A data-driven report on how high-performingteams are accelerating marketing cycles Table of Contents Keyfindings------------------------------------------------------------------------------4Specialsegments-------------------------------------------------------------------4 Marketersaimtomovefasterandsmarter-----------------------5Thehiddencostofmarketingdelays-----------------------------------6 Slowmarketingcyclesarestuntinggrowth-----------------------7Biggestbottlenecks----------------------------------------------------------------8 AIasacatalystforgrowth----------------------------------------------------9CurrentapplicationsofAIinmarketing------------------------------10 4.0 AI NEEDS OVERSIGHT------------------------------------------------11 AIneedsoversight------------------------------------------------------------------11AIisstrongerwithguardrails------------------------------------------------12 Introduction Despitetherapidevolutionoftechnologyandongoingemergenceofartificialintelligence(AI),whichdrivestheideathatthemarketer’sjobisgettingeasier,theoppositeseemstobetrue.An 89% majority of marketers surveyed Amidthisrisingpressure,marketingteamsaretaskedwithfindingtechnologythatcanbeusedasaleverforaccelerationandimpact,allwhilefacingchallengeslikelimitedresourcesandexpertise,complianceandsecuritythreats,andmore.Butthereishopeamongstmarketerssurveyedaboutthe How much faster do you estimate AI-poweredtechnology could accelerate your marketing growth ThisreportexploreshowmarketersarenavigatingthisAI-driventransformation.ToexaminewhereAIisbeingadopted,howit’smakingameasurabledifference,andwhereuntappedopportunitiesremain,weconductedananonymoussurveyofover300marketersinpartnershipwith High-performing segments Throughout this report, we highlight high-performing subsets of marketers to gain insightinto what sets them apart. Look for these iconsto discover what high-achieving teams — in AI adoption is accelerating, and so is pressure to perform.89%ofmarketerssaypressuretodeliverbetterresultsinlesstimehasincreasedsignificantlyinthepasttwoyears.Inresponse,mostareturningtoAIfor Fast growth comes from fast cycles.Efficientmarketingcyclesarestronglycorrelatedtosignificantrevenuegrowth.Thosewhoexperiencedsignificantrevenuegrowthinthelastyeararemorelikelytohave“fairlyfast”or High-growth:23% of marketers surveyedhave experienced significant revenuegrowth at their company in the last year. AI works best with a human in the loop.MarketersareproceedingwithcautionwhenitcomestoAIautonomy.WhileAIadoptionisrising,86%believehumaninterventionimprovesAIeffectiveness,especiallyinareaslike Marketing cycle efficiency:34% ofmarketers describe their marketing cycleas “fairly fast” (rarely causing delays) High-growth teams are ahead of the AI curve.OrganizationsreportingthemostsignificantrevenuegrowthareconsistentlymorelikelytoreportcurrentuseofAIintheirmarketingprocesses,especiallyinpredictingcustomer Hurdles to AI adoption include security, integration, and honing AI Marketing effectiveness:22% of marketersfeel that their current marketing approachis very effective at achieving faster growth expertise.45%citedatasecurityconcernsamongthebiggestbarrierstoAIsuccess,37%strugglewithintegratingexistingsystemswithAItools,and32%lackinternalexpertise.Organizationsthatprioritizesecureinfrastructure Marketers aim to move faster and smarter In the year ahead, what are your top priorities toimprove marketing performance? Intheyearahead,marketerswillfocustheireffortsonreachingtherightaudiencethroughimprovedtargeting(45%)aswellasintegratingAIintoeverydayworkflows(37%).Optimizingmarketingspendisalsotop-of-mind:MorethanoneinthreemarketersaimtoproveROIandensureeverydollardeliversimpact.Speedand HIGH-GROWTH High-growth organizations are notably more focused onagility.These top performers are significantly more likely than others toprioritize the use of real-time data to adjust campaigns quickly When marketers can turn real-time campaign insights intodata-backed decisions to adjust campaigns, results significantlyimprove. And when this can be done nimbly, the result is faster The hidden cost of marketing delays Whenitcomestoacceleratinggrowth,marketersarerunningintofamiliarroadblocks.Delayswithapprovalsanddecision-makingisthenumberonechallengeimpedingmarketingteams.Limitedresourcesandbudgetconstraintsareclosebehind,reportedby38%ofmarketerssurveyed,and Asmarketersworktowardbeingmoreagileandefficient,otheroperationalinefficienciesarealsocausingissues.Manualprocesses,cross- MARKETING EFFECTIVENESS Only 22% of marketers feel that their current strategyis “very effective” at achievingfaster growth over time.Marketing strategy effectiveness, however, is heavily The importance of data democratization. When data isaccessible and interpretable across the organization,reliance on analysis or sign-off from other departments is Teams with themost efficient marketing cyclesare less