A new Gartner study revealed that 27 percent of chief marketing officers (CMOs) feel skeptical about introducing Gen AI.
Six percent of respondents said they’re not using AI at all in the workplace and 21 percent said they’re using the tech in a limited capacity.
A much larger percentage of CMOs, however, have adopted AI. The report found that high performing companies – those that meet year-on-year profit growth and marketing goals – were integrating AI at a faster pace than peers.
Among high-performing companies, 84 percent of marketers use gen AI for creative development and 52 percent use AI for strategy development.
Despite this, over 25 percent of CMOs reported Gen AI provided little assistance in factors like cost reduction.
“Many believe that GenAI will transform marketing, but despite the hype, many CMOs feel that their Gen AI investments have yet to pay off.” Suzanne Schwartz, senior director analyst of Gartner Marketing Practice shared.
Discussions surrounding AI have been divided, as its ethics and safety have been questioned.
Similar surveys reflect this sentiment. The Wall Street Journal reported that 21 percent of surveyed IT leaders were not using AI agents because of unreliability fears.
Gartner suggested that, despite concerns, those refusing to adopt AI into work practices are putting themselves at a disadvantage. The company’s research suggested that high performers implement AI to produce successful campaigns through revitalised content and strategy.
Gartner surveyed 418 marketing leads between July and September last year.
