Marketers have gone all in on AI. Now comes the awkward question: Is it actually paying off yet?
The answer is largely “no,” according to new research from the management consulting firm Bain, shared exclusively with CMO Insider.
The starkest finding from the study, which surveyed 1,397 senior marketing and finance executives: Only 6% of marketing organizations said AI is delivering significant performance impact today. That’s despite 95% of marketers saying their organizations have adopted AI tools.
“It just speaks to the fact that transformation is hard, and it takes time,” Laura Beaudin, a partner at Bain, told me.
There’s a twist, though: Companies that Bain considers “leaders” were much...
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