**1. Marketers are fully on board the AI train. **

94%of marketers have adopted AI for marketing, leaving a small contingent that is yet to explore these capabilities (6%).

87% rate their organizations as somewhat (52%) or extremely (35%) mature in terms of AI use.

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**2. Organizations are setting aside budget for AI. **

93% of marketers say they're planning to allocate at least 5% of their budget to AI initiatives, with most saying they'll dedicate between 5–10%.

47% consider AI capabilities an extremely important criterion in vendor selection.

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3.Data, insights and content generation are the focus.

85% of organizations currently use data insights and analysis AI tools and technologies; a similar proportion use content generation AI tools (83%).

83% consider operational efficiency the biggest motivating factor for adopting AI.

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4.AI is having an impact on marketing performance.

41%** **of organizations say that their return on ad spend has improved the most due to AI.

59% report improved efficiency as the most prominent among organizational KPIs impacted by AI, followed closely by creativity (58%).

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Marketers are finding AI valuable, but it doesn’t come without challenges.

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• 80% of marketers who have implemented AI capabilities find them extremely (46%) or very (34%) valuable.
• 28% cite cost savings, improved efficiency and time savings as the primary indicators of AI effectiveness.
• 49% of marketers cite model accuracy as a prominent technical challenge in AI implementation, followed by integration with other systems (46%).
• 50% admit that resistance to change is a major hurdle in AI implementation.
• 51% identify data privacy concerns, cost and fear of change as the most common barriers to AI adoption.

• Key findings
• A closer look
• A closer look by industry
• Recommendations for marketers