Only 6% of marketers say AI is paying off in a big way. Here's what the winners are doing.
New research from Bain indicates that only 6% of marketers see significant performance gains from AI investments, despite widespread adoption. The study suggests that successful companies are those that centralize their AI strategies and focus on personalized customer data.
Why it matters
It challenges the hype surrounding AI in marketing and provides a realistic assessment of the operational hurdles companies face in achieving ROI.
Marketers made the AI investments. Most are still waiting for the returns. Brontë Wittpenn/San Francisco Chronicle via Getty Images A version of this post appears in the CMO Insider newsletter. Sign up for Business Insider's weekly marketing newsletter . Marketers have gone all in on AI . Now comes the awkward question: Is it actually paying off yet? The answer is largely "no," according to new research from the management consulting firm Bain, shared exclusively with CMO Insider. The starkest finding from the study, which surveyed 1,397 senior marketing and finance executives: Only 6% of marketing organizations said AI is delivering significant performance impact today. That's despite 95% of marketers saying their organizations have adopted AI tools . "It just speaks to the fact that transformation is hard, and it takes time," Laura Beaudin, a partner at Bain, told me.
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