Only 6% of marketers say AI is paying off in a big way. Here's what the winners are doing.
New research from Bain, shared exclusively with CMO Insider, finds most marketers are still waiting to see the impact of their AI investments.
Marketers have embraced AI, but few are experiencing significant benefits. According to new research from Bain, only 6% of marketing organizations claim AI is delivering a notable performance impact. This is despite 95% of marketers reporting they've adopted AI tools. Laura Beaudin, a partner at Bain, attributes this to the inherent difficulty of transformation and the time required for it to yield results.
However, a subset of companies, referred to as "leaders" by Bain, are seeing double-digit revenue growth and cost savings from AI initiatives. These companies centralize their AI strategies, rebuild workflows, restructure teams, and focus on customer-focused use cases. Patricia McDonald, Dentsu Creative global chief strategy officer, notes that the promise of AI remains extraordinary, but simply purchasing the software is just a fraction of the challenge.
The disconnect between AI adoption and business results is not unique to marketing; a PwC survey found that more than half of CEOs have not seen higher revenues or lower costs from AI in the past year. As companies restructure around AI capabilities, there's hope that they will begin to reap the benefits in the coming year.
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