2025 AI智能体在消费者洞察中的战略价值分析报告：新营销与广告时代的ROI增长引擎

Driving ROI in the new eraof marketing and advertising In thiswhite paper Understanding how AI agents, MCPand consumer insights come together totransform workflows in the industry and Methodology & definitions In August-September 2025, GWI interviewed 550 businessprofessionals in the US. Participants were either deci-sion-makers for their company’s advertising and marketingactivities, or were employed in a key advertising/marketingrole (e.g. planner, media buyer, social media analyst, SEO JASON MANDERCHIEF INSIGHT OFFICER, GWI Intro03 Data for all graphs included inthis white paper is based on:Source:GWI August-September 2025Base:550 advertising and marketing professionals Quantifying the value &ROI of consumer insights04 The AI explosion and whatadoption really looks like14 Why agentic AI is thefuture of insights24 Intro Advertisers and marketers like to saythey’re data-obsessed. But is that actu-ally the reality, and how might the currentstatus quo change through the rise of AI(and the emergence of data-enriched AI Why agentic AI is the futureof consumer insights The AI explosion and whatadoption really looks like Quantifying the value andROI of consumer insights How often is data being deployedwithin decision-making - and across How frequently are AI tools beingdeployed in the industry at the How can AI agents democratizeaccess to consumer insights? Howcan they bring scale, efficiency and Does better usage of datadrive higher ROI? Which named tools are seeing the How comfortable are professionalswith the notion of AI agents takingover parts of existing workflows - How big is the opportunity gapbetween the value of consumer What are the barriers or user chal-lenges holding back adoption? Which workflows and use cases are What data sources are people rely-ing on right now, and how could (orshould) that change in the AI-era? What role do we continue to playwithin an AI-powered landscape - What are the risks of using AI insightsbased only on the data available via Can a combination of consumerinsights data and AI tools lead to 01Quantifying thevalue & ROI ofconsumer insights Keytakeaways Intuition, internaldata and AI toolsare leading within afragmented insight Using consumerinsights indecision-makingdrives materially The likelihood of turning to intuition andexperience to make a decision remainsconsistent, regardless of whether or not aprofessional is utilizing AI tools. But usageof other data sources rockets amongAI users, often by a magnitude of 2 or3x. AI isn’t removing human judgement,but broadening the evidence base and Quantifying the value andROI of consumer insights Data-first in theory, not in practice Consumer insights are highly valued Advertisers and marketers across all industries are in no doubtthat consumer insights are important. From concept testingand persona development through to audience targeting and 50% of businessdecisions arebeing made withoutconsumer insights, And yet, here’s the challenge: while the importance of con-sumer insights might be widely recognized, the rates at whichthey’re being deployed in workflows lag far behind. In all butone of the fifteen use cases asked about, the gap exceeds 20 A similar pattern emerges if we look at deci-sion-making generally - and it’s also herewhere we can see how factors like age andorganizational size can exacerbate the sit-uation. We asked professionals how often Overall, 10% within the industry receive thegold star for always using insights, with afurther 75% reporting occasional or fre-quent usage. At the other end of the scale, We’re notas data-obsessedwithin the industryas we might like But just look at how the figures flux if westart adding other filters. The smallest com-panies (whether measured by employeesize or revenue) are the least likely of all toenrich decisions with insights, likely a result All this data leads us to one, uncomforta-ble, conclusion: we’re not as data-obsessedwithin the industry as we might like to think.Sure, we’re good at talking the talk (just lookat any LinkedIn feed), but when it comes to Insight-driven decisionsdrive tangible ROI One potential reason why insights are not beingdeployed more frequently or consistently is thatit’s been difficult to prove their ROI. Even when aprofessional knows that the insights they’ve used If we segment this data, however, then we cansee - definitively - that using consumer insightsto drive decision-making has a positive impact. To control for company size, let’s look at smallbusinesses first. The figures speak for themselves. In smaller companies which routinely use con-sumer insights in order to drive decisions, peopleare 4.91x as likely to be very satisfied with decisions They’re 4.61x more likely to be very satisfied with GTMstrategy, 4.14x for brand positioning, 3.52x for audi- Across all fifteen areas, levels of satisfaction overthe decisions and their outcomes are materially Largecompanies The same story emerges