A recent survey from analyst firm, Gartner, has revealed a significant gap in the adoption of generative AI (GenAI) for marketing campaigns. While some marketing organizations are embracing AI-driven strategies, 27% of chief marketing officers (CMOs) report that their teams have limited or no adoption of GenAI in their campaigns. The survey, conducted between July and September 2024, underscores both the promise and the ongoing skepticism surrounding AI’s role in marketing.
GenAI Adoption Split: High Performers Lead the Way
The findings highlight a stark contrast between high-performing marketing organizations and their peers. According to the study, companies that exceed profit growth targets and meet key marketing objectives—such as customer acquisition and retention—are integrating GenAI at a higher rate. Among organizations that have adopted GenAI, 77% use it for creative development tasks, a number that rises to 84% among top-performing companies. Similarly, 48% of all adopters use GenAI for strategy development, compared to 52% of high performers.
Despite enthusiasm in certain sectors, some CMOs remain unconvinced of GenAI’s value. “Many believe GenAI will transform marketing, but despite the hype, many CMOs feel that their GenAI investments have yet to pay off,” said Suzanne Schwartz, Senior Director Analyst in the Gartner Marketing Practice. This skepticism suggests that while AI has potential, its tangible benefits are still being evaluated in many organizations.
AI in Marketing: Growing, But Not Without Challenges
Marketers who have embraced GenAI are seeing measurable benefits, particularly in campaign evaluation and reporting. Nearly half (47%) of GenAI adopters reported significant improvements in these areas. AI-powered tools are increasingly being used for content generation, campaign planning, and strategic insights, with early adopters gaining a competitive edge.
Yet, broader industry adoption remains uneven. Some CMOs cite concerns over return on investment, data reliability, and internal alignment with other business functions.
“The most successful marketing organizations are leading the way when it comes to GenAI adoption. They’re leveraging AI for tasks such as content creation, campaign planning, and strategy development to optimize campaigns and drive their organization forward.” – Greg Carlucci, Senior Director Analyst, Gartner Marketing Practice.
Campaign Performance and Organizational Barriers
The survey also sheds light on the broader struggles of marketing organizations. Despite marketing campaigns and media plans consuming an average of 44.5% of total marketing budgets, many CMOs are dissatisfied with campaign performance. A striking 87% of CMOs reported experiencing campaign performance issues in the last 12 months, with 45% admitting they had to terminate campaigns early due to poor results.
One notable challenge is internal resistance from other departments. CMOs identified finance (31%), executive leadership (26%), and sales (26%) as the top functions impeding marketing success. “It’s vital for CMOs to foster connections with their counterparts in finance, sales, and executive leadership in order to reduce barriers to marketing’s success,” Schwartz noted. By adopting a data-driven approach, marketing leaders can more effectively communicate their strategies and align their objectives with the broader business.
What This Means for Marketers
For marketing professionals, these findings illustrate the dual reality of GenAI in marketing. On one hand, early adopters—particularly high-performing organizations—are leveraging AI to enhance efficiency, optimize campaigns, and drive growth. On the other, significant roadblocks remain, from proving ROI to navigating internal resistance.
As GenAI continues to evolve, its role in marketing is likely to expand, but success will depend on overcoming these barriers. For marketers, the challenge will be balancing AI adoption with strategic alignment, ensuring that new technologies drive tangible results rather than simply adding to the hype.