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From curious
to confident

New research shows that marketers have quickly advanced from experimenting with GenAI to using AI agents and preparing for quantum.

Let's explore the findings
Marketers and AI: Navigating New Depths report cover

Well, that escalated quickly.

   

Marketers using GenAI

   

Marketers with a strong understanding of AI

But, are the marketers seeing good results?

ROI is here,

but there’s a catch ...

More mature AI organizations are seeing much better returns.

   
   

63% of organizations that are slower to adopt advanced AI technologies are reporting ROI from their GenAI initiatives.

Nearly all organizations that are leading the charge in AI – these marketers are already using AI agents – report ROI from GenAI.

That’s a big difference. How can you be part of the 98%?

ROI is here,
but there’s a catch ...

More mature AI organizations are seeing much better returns.

   

63% of organizations that are slower to adopt advanced AI technologies are reporting ROI from their GenAI initiatives.

   

Nearly all organizations that are leading the charge in AI – these marketers are already using AI agents – report ROI from GenAI.

That’s a big difference. How can you be part of the 98%?

Take your cue from agentic AI adopters

1.

Get AI infrastructure and knowledge in place – forge a path from GenAI to agentic.

2.

Deploy agentic AI strategically – understand its powerful use cases.

3.

Go beyond governance – embed confidence and ethical awareness.

4.

Ensure trust by keeping humans in the loop.

The full report dives into the data (and details) behind these strategies.

So, agents are here. What’s next?

Take your cue from agentic AI adopters

  • 1.

    Get AI infrastructure and knowledge in place – forge a path from GenAI to agentic.

  • 2.

    Deploy agentic AI strategically – understand its powerful use cases.

  • 3.

    Go beyond governance – embed confidence and ethical awareness.

  • 4.

    Ensure trust by keeping humans in the loop.

    The full report dives into the data (and details) behind these strategies.

    So, agents are here. What’s next?

    The next wave: quantum computing

    It sounds wild, but it’s true. Quantum will be here before you know it.

       

    Almost a third of marketers who have adopted agentic AI expect quantum to impact marketing within two years.

    How can you prepare for what’s coming?

    Dive into the research

    Use the data to take stock of where you are now and where you need to go to take your marketing AI initiatives to the next level.

    Get the report

    Want to compare to last year’s research?
    Get the 2024 report.

    Need some support for your marketing AI initiatives?

    Having the right tools in place with built-in security and governance is key.

    SAS Customer Intelligence 360, a modern customer engagement platform, has easy-to-use AI functions that help with planning, journey design, creative development, decisioning and more.

    Learn more about CI 360

    Deepen your knowledge of AI, GenAI, agentic AI and quantum AI to help prepare for what’s next in marketing.