Key facts
- 90% of organizations increased AI marketing investments in the last two years.
- Only 12% of organizations can measure the business value of AI in marketing.
- The Comviva Global CMO Survey highlights challenges in proving AI marketing ROI.
A recent Comviva Global CMO Survey indicates a significant trend in marketing departments: while 90% of organizations have boosted their investments in Artificial Intelligence for marketing purposes over the last two years, a substantial majority are facing difficulties in quantifying the actual business impact of these investments. The report highlights that only 12% of these organizations are currently able to demonstrate a measurable return on their AI marketing expenditure. This suggests a disconnect between the accelerating adoption of AI in marketing functions and the ability to translate these technological advancements into tangible business value and proven ROI.