Marketing’s AI dilemma: Over a quarter of organizations lag in GenAI adoption

Despite the growing buzz around generative AI (GenAI) in marketing, a significant portion of organizations have yet to integrate the technology into their strategies. According to a recent Gartner survey, 27% of chief marketing officers (CMOs) report that their teams have either minimal or no adoption of GenAI for marketing campaigns.

The survey, conducted between July and September 2024 with 418 marketing leaders, highlights a stark divide in AI adoption. While some companies are rapidly leveraging AI-driven tools, others remain hesitant, citing concerns over return on investment (ROI) and implementation challenges.

For companies that have embraced GenAI, the primary use case lies in creative development. Gartner’s findings reveal that 77% of AI-adopting organizations use it for content creation, a figure that rises to 84% among top-performing companies. These high performers—defined as businesses that consistently exceed profit growth targets and marketing objectives—are also more inclined to integrate AI into strategic decision-making.

Overall, 48% of AI-adopting companies use GenAI for strategy development, with that number climbing to 52% among industry leaders. The data suggests that successful marketing teams are not just using AI for efficiency but as a cornerstone of their strategic evolution.

“The most innovative marketing organizations are leveraging GenAI to optimize everything from content creation to campaign planning,” said Greg Carlucci, Senior Director Analyst at Gartner. “These companies are using AI-driven insights to refine strategies, improve engagement, and drive measurable business outcomes.”

Despite the enthusiasm surrounding AI, marketing leaders continue to face significant hurdles in executing campaigns effectively. Gartner’s research indicates that nearly 45% of total marketing budgets are allocated to campaigns and media planning, yet 87% of CMOs report performance challenges over the past year.

Campaign underperformance remains a critical issue, with 45% of CMOs admitting they have had to terminate campaigns early due to poor results. Beyond internal challenges, CMOs also point to external obstacles. Thirty-one percent of marketing leaders cite finance departments as the primary roadblock to campaign success, followed closely by executive leadership (26%) and sales teams (26%).

“To maximize marketing’s impact, CMOs need to foster stronger alignment with finance, sales, and executive leadership,” said Suzanne Schwartz, Senior Director Analyst at Gartner. “A data-driven approach to decision-making can help marketing leaders articulate their strategy more effectively, bridging gaps between departments and reducing friction at the leadership level.”