Marketers are leading the adoption of GenAI, with 63% using the technology for tasks such as writing, editing, and content creation.
Generative AI is widely used in marketing efforts, with 75% of marketers currently using it in their daily work. However, 90% of CMOs admit they don’t fully understand the impact of the technology on their business processes, according to a new global study by SAS and Coleman Parkes Research.
Marketers are leaders in Adoption of GenAIwith 63% of them using the technology for tasks such as writing, editing and content creation. The study found that 90% of marketers are investing in GenAI in 2025, with the majority hoping to use the technology to save time and money, improve risk management and compliance, or process large data sets more efficiently.
While these companies are adopting popular GenAI features like content generation and customer engagement, few are looking at its more sophisticated capabilities. Less than 20% of respondents have used the technology to target or build an audience, map customer journeys, or optimize pricing.
Also read: Find out why Gartner says multimodal intelligence is the future of generative AI.
“It’s no surprise that marketers are early adopters of GenAI, as it lends itself to experimentation and creativity, two hallmarks of the marketing profession,” said Jenn Chase, chief marketing officer and executive vice president at SAS, in a statement. “However, it’s disappointing that a lack of understanding of GenAI at the CMO and senior leadership levels is preventing organizations from realizing the full potential of this exciting new technology.”
