Key statistic: According to a November report from Invoca, 37% of AI initiatives in the UK and US are led by the CMO or other executive, and 26% by a marketing operations team.
Beyond the chart:
- Virtually every executive wants to invest in AI, according to the Fall 2024 Slack Workforce Index survey.
- Business executives plan to increase their AI spending at a faster rate than their IT spending next year, according to research from Information Services Group.
- Two in three (66%) digital ad buyers in the U.S. were using AI or planned to use it for ad personalization, according to our September 2024 report “Perception of U.S. Retail Media Networks” .
Use this table:
Marketers can use this chart to advocate for their own initiatives and show that AI is often a part of marketing work.
Related EMERKETER reports:
Note: Respondents were asked: “Who owns the adoption of AI in your organization?” »
Methodology: Data comes from the November 2024 Invoca “State of AI in B2C Digital Marketing” report. 600 UK and US marketers were surveyed online from October 4-15, 2024. Respondents were aged 18 and over, full-time marketing employees in a managerial role or above and with information related to selection software/technology providers. Respondents include B2C employees or B2C and B2B companies with 100 or more employees.
