《Jasper：2025年營銷領域人工智能應用狀況研究報告（英文版）（33頁）.pdf》由會員分享，可在線閱讀，更多相關《Jasper：2025年營銷領域人工智能應用狀況研究報告（英文版）（33頁）.pdf（33頁珍藏版）》請在三個皮匠報告上搜索。

1、The State of AI in Marketing 2025The AI trends,tactics,and technologies powering the next generation of marketing teamsA letter from our CMO,Loreal Lynch03Introduction:The AI Opportunity for Marketing Teams04Chapter 1:AI Adoption in Marketing06Chapter 2:AI Maturity and Governance13Chapter 3:AI Impac

2、t and ROI20Chapter 4:AI Investment&the Future of Marketing25A Blueprint for 202530Methodology&Demographics31Table of ContentsThe State of AI inMarketing 2025Marketing isnt just evolvingits being rewired.Generative AI started as an experimental tool but is now positioned to become the core engine dri

3、ving every campaign,workflow,and initiative.And the proof is in the research:AI is delivering real results for marketing leaders,driving higher productivity,better marketing ROI,and increased employee satisfaction.So much so that 79%of companies plan to expand AI adoption in 2025.But heres the catch

4、 adoption alone isnt enough.While marketers acknowledge the multiple benefits of AI,the majority(56%)still rely on ad hoc and early-stage applications,disconnected from existing tech stacks or workflows.Even more concerning,only 49%of companies track the ROI of their AI investments,and theres a sign

5、ificant disconnect in AI maturity perception between CMOs and their teams.The key to closing the gap between adoption&impact is moving beyond generic,one-size-fits-all tools to domain-specific AImodels tailored to a companys unique data,brand guidelines,and marketing workflows.This isnt just a best

6、practice;its one of the defining traits of high-maturity organizations.Companies that invest in domain-specific AI are not only more likely to measure ROI but also better positioned to scale adoption in the year ahead.And as AI becomes more embedded in enterprise marketing,tools that help scale bran

7、d governance and output quality become more critical to maintaining trust,consistency,and a competitive edge in the market.Its clear that were still in the early innings of unlocking its full potential for marketing.If 2024 is the year of pilot,2025 will be the year of scale.Roles will evolve,barrie

8、rs will lift,and marketing will reclaim its seat at the table as a true revenue driver.The teams leaning in are already seeing the impactand those sitting on the sidelines risk getting left behind.This report is more than research.Its a benchmark,a guide,and a call to action.My hope is that this rep

9、ort sparks new ideas,challenges old assumptions,and helps your marketing team navigate the AI transformation with confidence.The future of marketing is already here.The only question is:will you lead it?A letter from our CMO03Loreal LynchChief Marketing Officer at JasperThe State of AI inMarketing 2

10、025As generative AI becomes the operational standard for modern marketing,organizations are moving quickly to transition from experimentation to leveraging it for measurable business outcomes.While 63%of organizations use AI in some capacity and are seeing early productivity and efficiency wins,most

11、 activity is concentrated in early-stage use cases like content creation and idea generation,while more advanced,agentic capabilitiessuch as brand governance,personalization,and workflow automationremain underutilized.As a result,more than half struggle to measure ROI and achieve consistent,scalable

12、 outcomes from their AI investments.In our inaugural State of AI in Marketing report,we surveyed over 500 marketers from diverse industries,roles,and company sizes to gain a deeper understanding of the AI landscape in marketing.The insights reveal key trends in AI adoption,highlight the factors that

13、 set top-performing marketing organizations apart,and identify the barriers preventing others from fully leveraging its potential.04IntroductionThe AI Opportunity for Marketing TeamsThe State of AI inMarketing 2025IntroductionChapter 01:AI Adoption in MarketingChapter 01:AI Adoption in MarketingChap

14、ter 02:AI Maturity&GovernanceChapter 02:AI Maturity&GovernanceChapter 03:AI Impact&ROIChapter 03:AI Impact&ROIChapter 04:AI Investment&the Future of MarketingChapter 04:AI Investment&the Future of MarketingA Blueprint for 2025A Blueprint for 2025Methodology&DemographicsMethodology&Demographics2 out

15、of 3 use generative AI today,citing early wins AI adoption in marketing is growing,with 63%of marketers using generative AI and another 27%evaluating in the next 6 months.Of the adopters,leading benefits include increased productivity and improved marketing ROI.78%of adopters also reported increased

16、 job satisfaction.Maturity is evolving and high-value use cases remain untappedOnly 10%of marketers self-report“very advanced”AI maturity,with the majority of adopters still relying on ad hoc applications like content creation and idea generation.Advanced use cases like workflow automation,brand gov

17、ernance,and hyper-personalization remain underutilized.Maturity is evolving and high-value use cases remain untappedOnly 10%of marketers self-report“very advanced”AI maturity,with the majority of adopters still relying on ad hoc applications like content creation and idea generation.Advanced use cas

18、es like workflow automation,brand governance,and hyper-personalization remain underutilized.Data privacy and output quality are key barriers Safeguarding company data and ensuring high-quality outputs remain top priorities,along with leadership buy-in,AI expertise,and budget constraints.Meanwhile,co

19、ncerns about measuring impact and job security are less pressing.Most marketers fail to see the ROI of AIThough driving marketing ROI is cited as a leading AI benefit,only 49%can measure the ROI of their AI investments,with 22%planning to start in 2025.This drops significantly with general-purpose t

20、ools:only 20%of general-purpose AI users can measure ROI.Most marketers fail to see the ROI of AIThough driving marketing ROI is cited as a leading AI benefit,only 49%can measure the ROI of their AI investments,with 22%planning to start in 2025.This drops significantly with general-purpose tools:onl

21、y 20%of general-purpose AI users can measure ROI.As companies scale,the bar for brand and quality gets higherFor$1B+companies,AI quality and brand governance are top priorities,which is why 57%of larger teams(1000)favor domain-specific AI tools.Smaller companies are more focused on budget,leadership

22、 buy-in,and data privacy.As companies scale,the bar for brand and quality gets higherFor$1B+companies,AI quality and brand governance are top priorities,which is why 57%of larger teams(1000)favor domain-specific AI tools.Smaller companies are more focused on budget,leadership buy-in,and data privacy

23、.Theres a stark CMO-team alignment gap42%see leadership as very committed to AI,but perceptions vary by seniority.65%of CMOs are most confident,with confidence dropping lower in the hierarchy.Similarly,44%of CMOs rate AI maturity as advanced,compared to just 27%of managers.Best-in-class marketing te

24、ams share 7 key traitsMature adopters outperform in multiple areas,including use case documentation,leadership buy-in,workflow integration,and experimentation.Most have a marketing AI council,offer advanced training,and use marketing-specific AI tools,not solely relying on general-purpose tools.Best

25、-in-class marketing teams share 7 key traitsMature adopters outperform in multiple areas,including use case documentation,leadership buy-in,workflow integration,and experimentation.Most have a marketing AI council,offer advanced training,and use marketing-specific AI tools,not solely relying on gene

26、ral-purpose tools.The shift from general-purpose to domain-specific AIAs AI in marketing evolves,purpose-built solutions give companies a clear edge.71%of“very advanced”teams are using domain-specific AI vs.21%who are solely relying on general-purpose tools.Nearly all domain-specific AI users plan t

27、o expand usage in 2025 and are 37%more likely to measure ROI.Research highlightsThe State of AI inMarketing 202506Chapter 01AI Adoptionin MarketingThe current state of AI adoption,key barriers,and emerging use cases The State of AI inMarketing 2025IntroductionIntroductionChapter 01:AI Adoption in Ma

28、rketingChapter 02:AI Maturity&GovernanceChapter 02:AI Maturity&GovernanceChapter 03:AI Impact&ROIChapter 03:AI Impact&ROIChapter 04:AI Investment&the Future of MarketingChapter 04:AI Investment&the Future of MarketingA Blueprint for 2025A Blueprint for 2025Methodology&DemographicsMethodology&Demogra

29、phicsGenerative AI in marketing is no longer a question of if,but rather how its implemented.While the report confirms genAI usage is widespread63%of marketing teams now use it and more than 78%of those say its having a positive impacta critical divide still exists between AI adopters and those trul

30、y embedding AI into their marketing workflows.Only 43%of adopters have a formalized AI program in place.Without one,companies may see efficiency gains,but lack the structure to truly scale AIs impact across strategy,execution,and measurement.Our data suggests AI is following a trajectory similar to

31、past technological revolutions in marketinginitial experimentation leads to a phase where leaders define best practices,including documented use cases,policies,and guidelines,while integrating AI capabilities into the core business.AI is currently in this transitional phase.Larger enterprises($1B)ar

32、e more likely to have formalized AI programs,while smaller companies remain in the trial-and-error phase.Despite these gaps,AIs value in marketing is undeniable,with only 3%reporting that they did an AI pilot and it failed to deliver value.The report also found that larger marketing teams(500+employ

33、ees)are more likely to have formalized AI programs,further indicating that resource-rich organizations,where scaling is a priority,tend to implement AI in a more structured way.Despite growing adoption,AI in marketing is still in its early stages78%of marketing teams just started using generative AI

34、 in 2024.Enterprise marketing teams adopted AI faster than smaller organizations;45%of teams with over 1,000 marketers started their adoption over 12 months ago,while 83%of smaller teams began within the past year.Generative AI adoption is widespread among marketers,but few go beyond individual task

35、sThe State of AI inMarketing 2025The State of AI inMarketing 202507070010203040Formalized Program27%Ad-hoc or individual basis36%YesEvaluating in the next 3 months18%Evaluating in the next 4-6 months9%NotyetNo active plans to begin7%Piloted and didnt find value3%No0010203040Key trends63%of marketing

36、 teams use generative AI today63%of marketing teams use generative AI today56%of adopters still rely on ad hoc,siloed applications56%of adopters still rely on ad hoc,siloed applications78%of marketing teams just started using generative AI in 202478%of marketing teams just started using generative A

37、I in 202427%are not using AI but will evaluate it in the next 6 months27%are not using AI but will evaluate it in the next 6 monthsLarger marketing teams(500+)are more likely to have a formalized AI programLarger marketing teams(500+)are more likely to have a formalized AI programAre you using gener

38、ative AI in marketing?The State of AI inMarketing 202508Professional services and technology companies lead formalized AI adoption by industry,with a respective 34%and 30%of companies implementing formal AI programs.Given their reliance on specialized expertise and time-intensive work,both industrie

39、s face inherent growth constraints that make AI-driven productivity gains critical.Retail,on the other hand,is emerging as the next major adopter,with 31%of retail marketers planning to explore AI tools within the next 3-6 months.Their growing AI interest is largely driven by the need for greater pe

40、rsonalization,forecasting,and dynamic customer engagementkey areas where AI can provide a competitive edge in fast-moving retail markets.Professional services and technology lead in AI adoptionProfessional Services34%Technology30%Financial Services29%Retail&eComm27%Life Sciences22%Media&Comms18%0010

41、203040Formalized AI adoption by industryThe State of AI inMarketing 202509Difficulty in measuring AI impact2%Resistance to change or fear of job loss4%Brand governance8%Integration difficulties11%Insufficient budget or resources12%Limited leadership support12%Lack of internal expertise12%Concerns ab

42、out output quality19%Data privacy or security concerns21%0010203040Data privacy and output quality are the top barriers to AI adoptionThe report identifies data privacy and AI output quality as the biggest barriers to marketing AI adoptionunderscoring that as AI becomes more ingrained in marketing w

43、orkflows,the conversation is shifting from“Can we use AI?”to“How do we use it responsibly and effectively?”Privacy concerns are particularly pronounced in industries that rely on sensitive customer data for example,life sciences,retail,and financial services.As regulations tighten and consumer expec

44、tations for transparency continue to rise,marketers must ensure AI use stays compliant and their company data secure.Meanwhile,concerns about AI output quality reflect growing pressure to maintain brand integrity,accuracy,and consistency at scale.Companies working to scale AI content creation withou

45、t human oversight risk undermining the very efficiencies they seek to achieve.Leadership buy-in,AI expertise,and budget constraints were also identified by respondents as ongoing hurdles,indicating organizational growing pains as AI adoption moves from experimentation to full-on integration into mar

46、keting operations.Interestingly,measuring AIs impact(2%)and job security concerns(4%)rank among the least pressing obstacles,suggesting resistance to AI is not whats holding companies back,but rather the challenges of scaling,implementing,and maintaining it across the organization.Reasons for not ad

47、opting AIThe State of AI inMarketing 202510Bigger teams,higher stakes.Larger organizations face unique challenges as their marketing demands scale,and their tools need to address these increasing complexities,from measuring ROI effectively to maintaining brand consistency across multifaceted campaig

48、ns.According to our data,large enterprises($1B)prioritize AI output quality(31%)and brand governance(33%)to protect brand integrity,manage risks,and maintain compliance.Smaller businesses($50M$100M)face different challenges,ranking data privacy(20%)and budget constraints(18%)as top concerns.Despite

49、AIs efficiency gains,these companies often lack the resources and infrastructure to scale AI adoption effectively.Mid-sized companies($100M$250M)fall in between:AI adoption is underway,but leadership trust and investment remain barriers.Limited executive support(22%)and concerns over AI output quali

50、ty(24%)suggest many are still in the experimentation phase,struggling to integrate AI into broader operations.The report also reveals that as the number of marketing employees grows,companies increasingly adopt AI solutions tailored for Marketing.In fact,57%of companies with over 1,000 marketing emp

51、loyees use domain-specific marketing tools.Conversely,the use of general AI tools like ChatGPT decreases as marketing teams expand.As companies scale,the need for brand control and quality grows.Difficulty in measuring AI impact8%2%Resistance to change or fear of job loss15%4%Brand governance33%8%In

52、tegration difficulties11%11%Insufficient budget or resources12%15%Limited leadership support15%12%Lack of internal expertise10%12%Concerns about output quality31%19%Data privacy or security concerns22%21%0010203040Key trendsEnterprises($1B)focus on AI output quality and brand governanceEnterprises($

53、1B)focus on AI output quality and brand governanceMid-sized companies struggle with leadership support and AI output qualityMid-sized companies struggle with leadership support and AI output qualitySmaller companies struggle with data privacy and budget constraints Smaller companies struggle with da

54、ta privacy and budget constraints A majority of teams with over 1,000 marketers use marketing-specific AI toolsA majority of teams with over 1,000 marketers use marketing-specific AI toolsAll Companies$1B annual revenueReasons for not adopting AIThe State of AI inMarketing 202511AI is well-establish

55、ed in creative and production workflows57%of marketers use generative AI for content creation,and 55%for idea generation.Its also gaining traction in SEO and marketing optimization(45%)and research and analysis(49%),where AI-driven insights help shape strategy.But adoption drops sharply in more high

56、-value areas.Less than a third of marketers use AI for brand governance,hyper-personalization,workflow automation,or predictive optimizationkey agentic capabilities that allow AI to take on more autonomous,decision-making roles.These agentic use cases represent the next evolution of marketing,where

57、models dont just assist with tasks but independently optimize workflows,predict outcomes,and drive more scalable,consistent performance across channels.Bridging this gap represents a major opportunity for companies looking to move beyond content efficiencies and achieve full-scale AI transformation.

58、AI drives content and ideation but is less leveraged in high-value use casesAI use cases in marketing57%Content creation55%Idea generation49%Research&analysis45%SEO29%Brand governance28%Hyper-personalization26%Automatingworkflows23%PredictiveoptimizationThe State of AI inMarketing 202512Chapter 02AI

59、 Maturity&GovernanceMaturity,leadership alignment,and governance structures 13The State of AI inMarketing 2025IntroductionIntroductionChapter 01:AI Adoption in MarketingChapter 01:AI Adoption in MarketingChapter 02:AI Maturity&GovernanceChapter 03:AI Impact&ROIChapter 03:AI Impact&ROIChapter 04:AI I

60、nvestment&the Future of MarketingChapter 04:AI Investment&the Future of MarketingA Blueprint for 2025A Blueprint for 2025Methodology&DemographicsMethodology&DemographicsMarketing AI usage maturityBeginning16%Ramping28%Intermediate28%Advanced17%Very advanced10%00102030Despite high AI adoption,just 10

61、%of companies consider their AI maturity“very advanced,”while 44%self-reported as“beginning,”and“ramping.”Larger companies($1B+)are the least likely to rate their AI maturity as advanced.Teams with 5011,000 marketers report the highest maturity across team sizes,yet only 43%consider themselves advan

62、ced.The challenge isnt just expanding usageits integrating AI in ways that enhance operations without adding complexity.Many have adopted AI tools but still lack the structure and consistency needed to scale AI effectively.Only 10%of marketers report“very advanced”AI maturityKey trendsOnly10%current

63、ly consider their AI usage very advanced”Only10%currently consider their AI usage very advanced”Larger1B+companies are the least likely to rate their AI maturity as advancedLarger1B+companies are the least likely to rate their AI maturity as advancedMid-sized companies with501-1kmarketersreport the

64、highest AI maturityMid-sized companies with501-1kmarketersreport the highest AI maturityThe State of AI inMarketing 202514Leadership buy-in is a critical factor in AI adoption,and the report shows that 76%of marketers recognize leaderships commitment to AI initiatives,with 42%rating it as very commi

65、tted.Among the most mature organizations we surveyed,54%report that senior leaders are actively using AI.Strong leadership commitment to AIKey trends76%of marketers say leadership is committed to AI76%of marketers say leadership is committed to AI42%rate leadership as very committed42%rate leadershi

66、p as very committed54%of high-maturity organizations report their senior leaders are actively using AI54%of high-maturity organizations report their senior leaders are actively using AILeaderships commitment to AI initiativesVery committed42%Somewhat committed34%Neutral15%Not very committed7%Not at

67、all committed3%001020304050The State of AI inMarketing 202515Perceptions of maturity and leadership commitment differ by seniority.CMOs are most likely to view leadership as“very committed”(65%),while those lower in the hierarchy,such as SVPs(40%),VPs(30%),Directors(40%),and Managers(37%),rate it lo

68、wer.Additionally,leadership is far more confident in AI maturity than the teams using it daily.44%of CMOs say their AI maturity is“advanced”or“very advanced,”but confidence drops among those responsible for executiononly 27%of managers rate their AI usage at the same level.This gap suggests that whi

69、le AI is a top-down priority,execution challenges may be creating misalignment between leadership vision and real-world implementation.If AI initiatives are not accompanied by clear direction or measurable goals,marketers may struggle to see AI as more than just an executive-level ambition.The CMO-t

70、eam disconnect:seniority impacts perception of maturity and AI leadership50403020100011%33%27%14%18%11%8%36%43%27%35%33%18%26%28%18%17%14%15%19%26%8%5%3%8%BeginningRampingIntermediateAdvancedVery AdvancedC-LevelSVPVPDirectorManagerMaturity stage perception by seniorityKey trends65%of CMOs believe le

71、adership is“very committed”to AI but support weakens down the org chart65%of CMOs believe leadership is“very committed”to AI but support weakens down the org chart44%of CMOs believe their AI maturity is“advanced”or“very advanced,“but perceived AI maturity decreases to manager level44%of CMOs believe

72、 their AI maturity is“advanced”or“very advanced,“but perceived AI maturity decreases to manager level43%of directors identify with the ramping”maturity level,indicating theyre responsible for scaling AI initiatives within their teams43%of directors identify with the ramping”maturity level,indicating

73、 theyre responsible for scaling AI initiatives within their teamsThe State of AI inMarketing 202516While organization-wide,IT-led AI councils play a key role in enterprise AI implementation and governance,a marketing-specific AI council is critical to enact change and value inside the marketing orga

74、nization.By exploring practical AI use cases for marketing,the marketing AI council fosters AI literacy,encourages responsible experimentation,and drives innovation that scales across the entire marketing team.Additionally,it drives collaboration and aligns AI tools with business objectives,ensuring

75、 governance and oversight tailored to brand strategy.The report reveals that 49%of AI adopters have already established a marketing AI council,with another 16%planning to implement one by 2025.Notably,this is a defining trait of high-maturity marketing organizations79%of self-reported“very advanced”

76、adopters have a dedicated marketing AI council.Enterprise organizations($10B+)are the least likely to have an AI council(48%),while smaller companies($50M$100M)are more agile53%have already implemented one,with 14%planning to do so in 2025.This highlights that while smaller companies can quickly for

77、malize AI oversight,larger enterprises often struggle with internal complexities that delay the process.Nearly half of companies have a marketing AI council,with 16%planning to implement one in 2025Do you have a Marketing AI Council?No-but plan to in 2025NoYesThe State of AI inMarketing 202517As AI

78、becomes increasingly central to marketing,organizations face significant gaps in training and governance that could limit its potential.Only 25%of companies offer advanced AI training,and 38%provide“basic”training,pointing to a focus on functionality over true expertise.Over a third of companies off

79、er minimal or no training at all.In addition,just 46%have documented AI policies,with larger companies(56%)leading in formal governance.Smaller organizations(33%)are slower to document AI policies.Clear,standardized AI policies are essential to accelerating adoption and ensuring effective,compliant

80、AI use across teams.Policies and advanced training are hallmarks of high-maturity marketing organizations:86%of self-reported“very advanced”organizations offer advanced AI training,and 79%provide document policy and guidelines.AI training and governance adoption progresses slowlyDoes your org provid

81、e training for AI tools?Advanced training25%Average training38%Minimal training20%No training16%I dont know1%001020304050Does your org provide guidelines for AI use?Documented policy&guidelines46%Minimal policy or guidelines37%No policy or guidelines14%I dont know4%001020304050The State of AI inMark

82、eting 202518The 7 key traits of high-maturity marketing organizations Documented use cases75%of“very advanced”companies document their AI use cases,compared to just 22%at the beginning stage.Documented use cases75%of“very advanced”companies document their AI use cases,compared to just 22%at the begi

83、nning stage.Continuous experimentationInnovation remains a priority,with 59%of“very advanced”organizations still testing new applications.Continuous experimentationInnovation remains a priority,with 59%of“very advanced”organizations still testing new applications.Leadership buy-in54%of“very advanced

84、”organizations report active AI use among senior leaders,signaling a commitment from the top down.Leadership buy-in54%of“very advanced”organizations report active AI use among senior leaders,signaling a commitment from the top down.Workflow integrationMore than half(51%)of“very advanced”companies ha

85、ve successfully integrated AI into their daily workflows.Workflow integrationMore than half(51%)of“very advanced”companies have successfully integrated AI into their daily workflows.Measurement of AI ROI96%of“very advanced”organizations measure the ROI of their AI investments compared to only 22%at

86、the beginning stage.Measurement of AI ROI96%of“very advanced”organizations measure the ROI of their AI investments compared to only 22%at the beginning stage.Strong AI governance79%of“very advanced”organizations have an AI council,86%offer advanced AI training,and 79%provide document policy and guid

87、elines.Strong AI governance79%of“very advanced”organizations have an AI council,86%offer advanced AI training,and 79%provide document policy and guidelines.Domain-specific AI adoption 71%of“very advanced”organizations are using domain-specific AI tools vs.21%who are only using general-purpose tools.

88、Domain-specific AI adoption 71%of“very advanced”organizations are using domain-specific AI tools vs.21%who are only using general-purpose tools.The most mature marketing organizations dont just adopt AIthey build the structures,processes,and strategies to scale it effectively.Our research shows that

89、 companies who self-report“very advanced”AI maturity consistently outperform others across 7 key components.These patterns suggest that maturity isnt just about time or toolsits about deliberate,strategic investments in processes,people,and leadership that embed AI into the core of marketing operati

90、ons.Notably,the fewest number of companies have a documented AI vision or a designated or planned AI leader,suggesting there is still room togrow in terms of maturity.The State of AI inMarketing 202519Chapter 03AI Impact&ROIAIs impact on productivity,ROI,and job satisfaction20The State of AI inMarke

91、ting 2025IntroductionIntroductionChapter 02:AI Maturity&GovernanceChapter 02:AI Maturity&GovernanceChapter 02:AI Maturity&GovernanceChapter 02:AI Maturity&GovernanceChapter 03:AI Impact&ROIChapter 04:AI Investment&the Future of MarketingChapter 04:AI Investment&the Future of MarketingA Blueprint for

92、 2025A Blueprint for 2025Methodology&DemographicsMethodology&DemographicsAI is driving increased productivity and marketing ROIIncrease marketing ROI25%8%6%Improve team productivity28%21%11%Accelerate time-to-market13%19%15%Scale content production14%18%12%Strengthen brand governance3%10%11%Scale ma

93、rketing operations5%11%19%Reduce operational costs8%9%14%Drive revenue growth5%4%11%00204060The top benefitsof AI adoptionRanked 1stRanked 2ndRanked 3rdDespite uneven maturity levels and early adoption,marketers are seeing early wins from AI.The report found that increased productivity(28%)and impro

94、ved marketing ROI(25%)are the top-identified benefits of AI adoption.Scaling marketing operations and reducing operational costs were ranked higher in the 2nd and 3rd ranks,indicating their importance,though they are not the primary focus for marketers.Operational scaling,and cost reduction were cit

95、ed as benefits,but ranked lower,suggesting most organizations are still focused on immediate execution gains rather than long-term transformation.The State of AI inMarketing 202521An overwhelming majority of marketers report increased job satisfaction due to AIAI adoption is improving workplace qual

96、ity for marketers,with 78%of professionals reporting higher job satisfaction.By automating,simplifying,and streamlining workflows,AI frees up marketers to focus on more strategic,high-impact work,making their roles less“machine-like”and more rewarding.Only 3%saw a decline in satisfaction,reinforcing

97、 AIs positive impact.78%of marketers report higher job satisfaction with AI0020406080100The State of AI inMarketing 202522Most marketers cannot measure the ROI of their AI investmentsDespite increased marketing ROI being cited as a leading benefit of AI,only 49%of companies can measure the ROI of th

98、eir AI investments.This is a surprising gap,given marketings traditionally data-driven nature.However,another 22%plan to begin tracking AI ROI in 2025,showing that measurement is becoming a bigger priority.Larger marketing teams are leading the way62%of teams with over 1,000 marketers track AI ROI,c

99、ompared to just 38%of small teams(25).The ability to measure ROI drops sharply with general-purpose AI tools.Companies using marketing-specific AI tools are 37%more likely to measure ROI than those relying on general-purpose AI(only 20%can measure).This highlights the significant advantage of using

100、specialized tools in proving the business value of AI.Do you measure ROI on your AI investments?No-but plan to in 2025NoYes1-2438%25-50050%501-1,00055%1,000+62%0020406080Large marketing teams lead in ROI measurementThe State of AI inMarketing 202523Revenue impact and productivity gains are among the

101、 top ROI metrics trackedOf those who measure the ROI of their AI investment,the top metric tracked is revenue outcomes per marketing expenses(58%),followed by output per marketing resource(43%).While financial returns remain the primary focus,the emphasis on productivity metrics highlights AIs broad

102、er impactaccelerating content production,campaign execution,and automation.Companies are measuring success not just in revenue gains but in how AI optimizes resources and scales marketing operations.Which metrics do you track on AI investments?Revenue outcomes per marketing expenses58%Output per mar

103、keting resource43%Number of marketing resources per$of revenue42%Revenue outcomes per marketing resources40%Cost and time savings33%Brand awareness32%Conversion rate27%Customer Acquisition Cost(CAC)27%00204060The State of AI inMarketing 202524Chapter 04AI Investment&the Future of Marketing Budgets,f

104、uture adoption,and the evolution of marketing teams0325The State of AI inMarketing 2025IntroductionIntroductionChapter 02:AI Maturity&GovernanceChapter 02:AI Maturity&GovernanceChapter 02:AI Maturity&GovernanceChapter 02:AI Maturity&GovernanceChapter 03:AI Impact&ROIChapter 03:AI Impact&ROIChapter 0

105、4:AI Investment&the Future of MarketingA Blueprint for 2025A Blueprint for 2025Methodology&DemographicsMethodology&DemographicsAI is fast-becoming a core budget priority for marketing teams with AI budgets expected to grow from 5%in 2024 to 11-15%in 2025.In 2024,a third of companies allocated less t

106、han 5%of their marketing budget to AI,but by 2025,that number drops to just 11%.At the same time,investment in AI at higher budget levels is rapidly increasing,with allocations above 20%more than doubling.This shift signals growing confidence in AIs value and long-term impact.As companies move beyon

107、d early-stage adoption,theyre recognizing AI as a competitive advantage rather than an emerging technology.AI budgets are set to surge in 202530%20%10%5%10%15%20%20242025Current vs Future Marketing Budget(%)Allocated to AIThe State of AI inMarketing 202526Key trends79%of companies plan to expand AI

108、adoption in 2025.79%of companies plan to expand AI adoption in 2025.Companies measuring ROI are47%more likely to scale usage.Companies measuring ROI are47%more likely to scale usage.92%of domain-specific AI users plan to expand AI usage.92%of domain-specific AI users plan to expand AI usage.AI adopt

109、ion is set to grow in 2025Very unlikely2%Unlikely4%Neutral16%Likely32%Very likely47%001020304050AI tool increase in the next 12 monthsLooking ahead,79%of companies plan to expand AI adoption in the coming year.As investment in AI grows,marketing leaders are also under increasing pressure to demonstr

110、ate ROI.Companies that effectively measure AI ROI are 47%more likely to scale their usage,highlighting the connection between proving measurable impact and future investment.Additionally,a notable shift is happening from general-purpose AI tools to domain-specific solutions,with nearly all marketing

111、-specific AI users(92%)planning to expand their usage,compared to just 74%of general-purpose AI users.This trend highlights the effectiveness of domain-specific AI in driving strategic advantages to meet company-,brand-,and function-specific goals.The State of AI inMarketing 202527Marketers expect A

112、I to drastically reshape team roles&structuresAI isnt just set to transform marketing;it will also reshape how we work.Nearly half(48%)of marketers expect AI to significantly impact team roles,with another 39%predicting moderate change.The effect is strongest for companies with$1B$10B in revenue(62%

113、),where AI adoption is further along,compared to just 39%of organizations over$10B.However,expectations vary across roles again.CMOs were much more likely to report that the introduction of AI will greatly impact team roles and structures(65%),while other marketing roles show more caution.Notably,on

114、ly 28%of field marketers foresee major shifts.This highlights that AI is transforming content,analytics,and campaign execution more quickly than relationship-driven marketing functions,where human capital remains essential.Not very impacted1%Not sure12%Somewhat impacted39%Greatly impacted48%00102030

115、4050The impact of AI on team roles&structureKey trends48%of marketers say AI will greatly impact teams,with another 39%expecting moderate change48%of marketers say AI will greatly impact teams,with another 39%expecting moderate change65%of CMOs are the most optimistic,expecting AI to greatly impact

116、marketing teams65%of CMOs are the most optimistic,expecting AI to greatly impact marketing teams28%of Field Marketing professionals foresee major role changes28%of Field Marketing professionals foresee major role changesThe State of AI inMarketing 202528Technology marketers see AI as transformationa

117、l,but others remain skepticalKey trends60%of tech marketers expect AI to greatly impact team roles,leading among verticals60%of tech marketers expect AI to greatly impact team roles,leading among verticalsLife sciences are least likely to anticipate major changes(17%)and are unsure about impact(39%)

118、Life sciences are least likely to anticipate major changes(17%)and are unsure about impact(39%)Life Sciences17%Retail&eComm43%Professional Services46%Financial Services49%Media&Comms53%Tech60%00204060Will AI greatly impact yourteams roles&structure?Marketers at technology companies are leading the s

119、hift toward AI-driven team evolution,with 60%expecting AI to drive significant changes.This reflects the tech industrys quicker adoption cycles and stronger reliance on automation.Media companies follow behind with 53%expecting significant impact.In contrast,life sciences marketers are least likely

120、to anticipate AI to“greatly impact”teams(17%)and are most likely to be“not sure”(39%)about its impactlikely due to tighter regulatory oversight and the sectors slower adoption of automation in marketing.However,financial services marketers report a stronger belief in AIs impact on team roles,despite

121、 also operating in a similarly regulated space.These findings suggest that while industry regulation is a factor,organizational culture and AI strategy play a critical role in shaping AIs influence on team structures.The State of AI inMarketing 202529A Blueprint for 202530With 79%of companies planni

122、ng to expand AI adoption in marketing,the blueprint for success is becoming clear.AI is no longer an experimentit is becoming a foundational pillar of modern marketing strategy.Still,a clear divide remains between companies experimenting with AI and those actively embedding it into their core operat

123、ions.The organizations that can successfully bridge this gap will set the standard for AI-driven marketing excellence.Insights from this report show that companies investing in structured AI implementation through formalized programs,AI councils,and domain-specific tools are already realizing greate

124、r ROI from their AI investments.To move beyond surface-level adoption and unlock AIs full potential,leading marketing teams are?Expanding AIs role beyond content creation to include advanced applications like workflow integration,decision automation,and hyper-personalization?Investing in domain-spec

125、ific AI tools that offer deeper marketing-and brand-specific capabilities rather than relying on general-purpose AI?Formalizing their AI adoption strategies with structured programs,clear measurement frameworks,and cross-functional collaboration?Prioritizing quality and brand consistency to ensure A

126、I-generated outputs align with company standards and customer expectations.For companies still hesitant to formalize AI adoption,the risk isnt AI itselfits the risk of being left behind.AI-driven marketing is becoming the industry standard;those that fail to integrate AI strategically will increasin

127、gly struggle to keep pace with competitors that do.On the other hand,teams that adopt best practices to leverage AI as a tool for driving efficiency,scalability,strategic thinking,and amplified creativity will be ready to meet marketing challenges of the future head-on and turn the vision of marketi

128、ng AI transformation into a reality.The State of AI inMarketing 2025IntroductionIntroductionChapter 01:AI Adoption in MarketingChapter 01:AI Adoption in MarketingChapter 02:AI Maturity&GovernanceChapter 02:AI Maturity&GovernanceChapter 03:AI Impact&ROIChapter 03:AI Impact&ROIChapter 04:AI Investment

129、&the Future of MarketingChapter 04:AI Investment&the Future of MarketingA Blueprint for 2025Methodology&DemographicsMethodology&DemographicsMethodology&DemographicsAppendixSample Size503 marketing leadersSample Size503 marketing leadersSurvey MethodOnline survey with quantitative questionsSurvey Met

130、hodOnline survey with quantitative questionsSurvey PeriodDecember 2024-January 2025(2 months)Survey PeriodDecember 2024-January 2025(2 months)TargetAudienceMarketing professionals across various industries and company sizes,with 55%of respondents holding Director+titles and representing organization

131、s with over$50M in annual revenueTargetAudienceMarketing professionals across various industries and company sizes,with 55%of respondents holding Director+titles and representing organizations with over$50M in annual revenueTo gather insights for this research,we surveyed 503 marketing leaders,drawi

132、ng from a combination of Jaspers database and Benchmarkit,a trusted third-party research firm.Participants represent a broad spectrum of industries,including technology,life sciences,financial services,and more.They also span a variety of marketing functions such as demand generation,content marketi

133、ng,and product marketing.The survey was designed to capture a comprehensive understanding of AI adoption,its impact on marketing teams,and the related benefits and challenges.This methodology ensures that the findings are representative and offer valuable insights from both direct customer data and

134、an external industry perspective.Survey Methodology31The State of AI inMarketing 2025IntroductionIntroductionChapter 01:AI Adoption in MarketingChapter 01:AI Adoption in MarketingChapter 02:AI Maturity&GovernanceChapter 02:AI Maturity&GovernanceChapter 03:AI Impact&ROIChapter 03:AI Impact&ROIChapter

135、 04:AI Investment&the Future of MarketingChapter 04:AI Investment&the Future of MarketingA Blueprint for 2025A Blueprint for 2025Methodology&DemographicsSurveyDemographicsAppendixParticipant profileby departmentMarketing OpsBrand&CreativeProduct MarketingOther-MarketingComms&Social MediaField Market

136、ingContent MarketingDemand Gen/Performance MktgCMOParticipant profileby seniorityManagerIndividual ContributorDirectorVPSVPC-Level32Participant profile by industryLife SciencesOtherRetail&eCommerceMedia&CommsFinancial ServicesProfessional ServicesTechnologyParticipant profile by number of people in marketing501-1,0001,000+26-500$10 B$100 M-$250 M$50 M-$100 MThe State of AI inMarketing 2025jasper.ai