Explore the NEW 2025 marketers and AI research here. Read about 2024's baseline results below.
The gap between use and understanding
The survey showed that 63% of marketers use GenAI in their professional lives daily.
However, only 5% claim to completely understand GenAI and its potential impacts on business processes.
Optimism is growing
About 61% agree that GenAI will improve customer personalization and engagement, and 58% believe it will help drive innovation. And – get this – 90% of those surveyed have a dedicated budget for GenAI in the next fiscal year.
It's getting real.
What about trust?
The survey showed that 54% of marketers think the biggest obstacle to GenAI implementation is privacy concerns/trust. It’s kind of a big deal.
What if you didn’t have to worry about it?
Having the right tools in place with built-in security and governance is key. SAS Customer Intelligence 360, a modern multichannel marketing hub, has easy-to-use GenAI functions that help with planning, journey design, creative development, audience building and more. Click to learn more about SAS’ marketing and advertising solutions.
Read the full Marketers and GenAI report for a wealth of insights and practical tips.
Deepen your knowledge of AI and GenAI, and learn about SAS solutions for AI and GenAI, to help prepare for what’s next in marketing.