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Marketers dramatically advanced their use of genAI in one year, with 85% now actively deploying the technology — up from 75% in 2024 according to a new study from SAS and Coleman Parkes.
The study, “Marketers and AI: Navigating New Depths,” found eight in 10 marketers are reporting a return on genAI investment. More than 90% of CMOs and 83% of marketing teams using genAI report ROI.
In 2024, marketers hoped genAI would streamline operations and reduce costs. In 2025, they’re seeing even more benefits: 94% report improved personalization, 91% cite efficiency in processing large datasets and 90% confirm savings in time and operational costs. Nearly nine in ten marketers also report gains in predictive accuracy, customer loyalty, and sales.
Confidence in genAI is also rising fast. The report found 62% of marketers report a strong understanding of GenAI and its business impact, up from just 50% in 2024.
Marketers reported their top uses of genAI as chatbots (62%), content generation (45%) and trend analysis (36%). Emerging genAI use cases include deploying synthetic data (18%), exploring small language models (12%) and experimenting with digital twins (5%).
The report is based on a new survey of 300 organizations worldwide, ranging from SMBs to enterprises with more than 10,000 employees. The respondents are marketers who work at organizations across a range of industry sectors.
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