GenAI is no longer experimental, it is operational; adoption, ROI, and strategic investments surge in 2025
In just one year, marketers have dramatically advanced their use of Generative AI (GenAI), with 85% now actively deploying the technology, up from 75% in 2024 according to a new study from SAS and Coleman Parkes Marketers and AI: Navigating New Depths.
Eight in ten marketers are reporting a return on GenAI investment. Among CMOs and marketing teams using GenAI, 93% and 83% respectively report ROI.
“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….
