2025年营销中的人工智能现状报告

Marketing 2025 The AI trends, tactics, and technologiespowering the next generation ofmarketing teams Table ofContents A letterfrom ourCMO Companies that invest in domain-specific AI are not only morelikely to measure ROI but also better positioned to scaleadoption in the year ahead. And as AI becomes moreembedded in enterprise marketing, tools that help scale brandgovernance and output quality become more critical tomaintaining trust, consistency, and a competitive edge in themarket. It’s clear that we’re still in the early innings of unlocking its full Marketing isn’t just evolving—it’s being rewired. Generative AI started as an experimental tool but is nowpositioned to become the core engine driving everycampaign, workflow, and initiative. And the proof is in theresearch: AI is delivering real results for marketing leaders,driving higher productivity, better marketing ROI, andincreased employee satisfaction. So much so that 79% ofcompanies plan to expand AI adoption in 2025.But here’s the catch – adoption alone isn’t enough. While potential for marketing. If 2024 is the year of pilot, 2025 will bethe year of scale. Roles will evolve, barriers will lift, andmarketing will reclaim its seat at the table as a true revenuedriver. The teams leaning in are already seeing the impact—and those sitting on the sidelines risk getting left behind.This report is more than research. It’s a benchmark, a guide, marketers acknowledge the multiple benefits of AI, themajority (56%) still rely on ad hoc and early-stage applications,disconnected from existing tech stacks or workflows. Evenmore concerning, only 49% of companies track the ROI of theirAI investments, and there’s a significant disconnect in AImaturity perception between CMOs and their teams.The key to closing the gap between adoption & impactand a call to action. My hope is that this report sparks newideas, challenges old assumptions, and helps your marketingteam navigate the AI transformation with confidence. The future of marketing is already here. is moving beyond generic, one-size-fits-all tools todomain-specific AI—models tailored to a company’sunique data, brand guidelines, and marketingworkflows. This isn’t just a best practice; it’s one ofthe defining traits of high-maturity organizations. The only question is: will you lead it? Chief Marketing Officer IntroductionThe AI Opportunity for Marketing Teams report, we surveyed over 500 marketers fromdiverse industries, roles, and company sizesto gain a deeper understanding of the AIlandscape in marketing.The insights reveal key trends in AI adoption, standard for modern marketing, organizationsare moving quickly to transition fromexperimentation to leveraging it formeasurable business outcomes. While 63% of organizations use AI in some capacity and are seeing early productivity andefficiency wins, most activity is concentratedin early-stage use cases like content creationand idea generation, while more advanced,agentic capabilities—such as brandgovernance, personalization, and workflowautomation—remain underutilized. As a result,more than half struggle to measure ROI andachieve consistent, scalable outcomes fromtheir AI investments. highlight the factors that set top-performingmarketing organizations apart, and identifythe barriers preventing others from fullyleveraging its potential. Research highlights Maturity is evolving and high-valueuse cases remain untappedOnly 10% of marketers self-report “very advanced” AIData privacy and outputquality are key barriersSafeguarding company data and ensuring high- Most marketers failto see the ROI of AIThough driving marketing ROI is cited as a leading AI 2 out of 3 use generative AItoday, citing early winsAI adoption in marketing is growing, with 63% of maturity, with the majority of adopters still relying onad hoc applications like content creation and ideageneration. Advanced use cases like workflowautomation, brand governance, and hyper-personalization remain underutilized. marketers using generative AI and another 27%evaluating in the next 6 months. Of the adopters,leading benefits include increased productivity andimproved marketing ROI. 78% of adopters alsoreported increased job satisfaction. quality outputs remain top priorities, along withleadership buy-in, AI expertise, and budgetconstraints. Meanwhile, concerns about measuringimpact and job security are less pressing.benefit, only 49% can measure the ROI of their AIinvestments, with 22% planning to start in 2025. Thisdrops significantly with general-purpose tools: only20% of general-purpose AI users can measure ROI. team alignment gap42% see leadership as"very committed"to AI, butperceptions vary by seniority. 65% ofCMOs are most to domain-specific AIAs AI in marketing evolves, purpose-built solutions givecompanies a clear edge. 71% of “very advanced” teams brand and quality gets higherFor$1B+companies, AI quality and brand governanceare top priorities, which is why 57% of larger