The Marketers and AI: Navigating New Depths study from SAS and Coleman Parkes shows a surge in Generative AI (GenAI) adoption, with 85% of marketers actively using it in 2025, up from 75% in 2024. The report highlights that 93% of CMOs and 83% of marketing teams report ROI, driven by improved personalization (94%), data efficiency (91%), and cost savings (90%). Marketers are advancing from experimentation to AI agents and quantum preparation, with 62% confident in GenAI’s impact, up from 50% last year.
The study, surveying 300 organizations globally, underscores GenAI’s transition from a pilot to a core marketing driver. Marketers have moved beyond experimentation, integrating GenAI into daily workflows and exploring advanced applications like AI agents and quantum readiness.
"GenAI has officially moved from hype to essential marketing infrastructure," said Jenn Chase, Chief Marketing Officer and Executive Vice President at SAS. "With 85% of marketing teams actively embedding GenAI into daily workflows—the technology is no longer a pilot project but a core driver of marketing transformation. Benefits are extending far beyond just time and cost savings. Improved customer loyalty and increased sales are now directly attributed to GenAI-powered analytics and targeting."
The shift to GenAI empowers marketers to deliver personalized, data-driven campaigns at scale, replacing fragmented tools with unified AI solutions. The rise in confidence and investment signals a move toward autonomous marketing systems, with early adopters gaining a competitive edge. Emerging use cases like synthetic data and digital twins suggest marketers are preparing for future innovations, including quantum computing.
The report highlights a clear divide: adopters leveraging GenAI for efficiency and impact are outpacing competitors, positioning themselves as leaders in a rapidly evolving marketing landscape.
SAS is a global leader in data and AI. With SAS software and industry-specific solutions, organizations transform data into trusted decisions. SAS gives you THE POWER TO KNOW®. For more details, download the Marketers and AI: Navigating New Depths report at www.sas.com.
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