AI Marketing Maturity · Updated 24 Sep 2026
How mature is AI in marketing?
Inside marketing, AI has moved from a side tool to a routine one without yet taking over the work: US marketing leaders say AI is used in 24.2% of marketing activities in 2026, up from 8.6% in 2022 on an identical question, and they expect 55.9% within three years.
Across all business functions the gap is between use and value. In McKinsey's State of AI, 89% of organisations report regular AI use in at least one function in 2026, but only 37% attribute any EBIT impact to AI, about the same as a year earlier (39%), and high performers stay at 6%.
Among advertisers and brand owners, independent trade-body and research-house surveys put generative AI use well past half: 70% of senior marketers use it to work more efficiently (Kantar, 2025), 65% of UK advertisers use it regularly (ISBA, 2026) and 78% of multinational brands use AI-generated or AI-enhanced content in consumer-facing marketing (WFA, 2026). Capability lags use: only 12% of marketing teams say they have the expertise to use AI effectively (WFA, 2026).
Deployment is now common in adjacent measures (83% of US ad executives say their company has deployed AI in the creative process; 74% of frontline employees use it daily or several times a week), but value at scale is thinner: BCG placed 40% of companies in its two value-generating segments in 2025 and 5% in its top tier, and only 30% of CMOs report mature or fully developed AI readiness in 2026.
Several series have only two points or changed their wording, so read the direction more than the exact level.
How to read the charts: the highlighted point is the 2026 reading, earlier years are grey. A dashed segment crosses a change in question wording or definition; the footnote under the chart says what changed. All axes start at zero. Sources are independent research and research run by large, reputable brands; each brand-run figure carries a "run by" label. Small vendors' own surveys are not used.
Use and reported value inside marketing
The CMO Survey (Duke Fuqua, Deloitte, AMA) asks US marketing leaders the same questions every year. It is the only marketing-specific series in this set with identical wording from 2022 to 2026. Values are read from the Topline Reports; n under a chart is the number of respondents who answered that question, not the whole survey. The last chart adds a brand-run survey (run by Salesforce); its question changed between editions, so the segment is dashed.
Use of AI rose, and so did the gain marketers report from it
Mean % of marketing activities using AI or ML, and mean % sales productivity improvement reported by companies using AI
- The two lines are different measures on the same percent scale; compare their direction, not their height.
- The productivity gain is self-reported and not audited, and only companies using AI answer it (n=156 in 2026). From 2025 the question reads "any type of AI" and adds "when using AI"; the CMO Survey reports the four waves as one series, so the segment is dashed rather than broken.
Sources
The CMO Survey (Duke Fuqua, Deloitte, AMA)
- The CMO Survey, September 2022 (Topline Report; 273 respondents), published 2022. Fieldwork 12 Jul 2022 to 4 Aug 2022; n=189; top US marketers at for-profit companies (VP level and above); n = respondents answering this question; US. Link
- The CMO Survey, Fall 2024 (Topline Report; 260 respondents), published 2024. Fieldwork 4 Sep 2024 to 25 Sep 2024; n=193; top US marketers at for-profit companies (VP level and above); n = respondents answering this question; US. Link
- The CMO Survey 2025 (Topline Report; 281 respondents), published 2025. Fieldwork 21 Jan 2025 to 12 Feb 2025; n=211 / n=181; top US marketers at for-profit companies (VP level and above); n = respondents answering this question; US. Link
- The CMO Survey 2026 (Topline Report; 308 respondents), published 2026. Fieldwork 7 Jan 2026 to 29 Jan 2026; n=191 / n=156; top US marketers at for-profit companies (VP level and above); n = respondents answering this question; US. Link
- The CMO Survey, Fall 2023 (Topline Report; 316 respondents), published 2023. Fieldwork 26 Jul 2023 to 17 Aug 2023; n=223; top US marketers at for-profit companies (VP level and above); only companies using AI answer; n = respondents answering this question; US. Link
- The CMO Survey, Spring 2024 (Topline Report; 292 respondents), published 2024. Fieldwork 6 Feb 2024 to 5 Mar 2024; n=116; top US marketers at for-profit companies (VP level and above); only companies using AI answer; n = respondents answering this question; US. Link
Data table and quotes
| Measure | Published | Value | Fieldwork | Sample | Quote |
|---|---|---|---|---|---|
| Share of marketing activities using AI | 2022 | 8.6% | 12 Jul 2022 to 4 Aug 2022 | n=189 | “To what extent is your company using artificial intelligence or machine learning in optimizing and automating marketing efforts? (0% of the time to 100% of the time) Current: Mean 8.61, Total 189” |
| Share of marketing activities using AI | 2024 | 13.1% | 4 Sep 2024 to 25 Sep 2024 | n=193 | “To what extent is your company using artificial intelligence or machine learning in optimizing and automating marketing efforts? (0% of the time-100% of the time) Current: Mean 13.06, Total 193” |
| Share of marketing activities using AI | 2025 | 17.2% | 21 Jan 2025 to 12 Feb 2025 | n=211 | “To what extent is your company using artificial intelligence or machine learning in optimizing and automating marketing efforts? (0% of the time-100% of the time) Current: Mean 17.20, Total 211” |
| Share of marketing activities using AI | 2026 | 24.2% | 7 Jan 2026 to 29 Jan 2026 | n=191 | “To what extent is your company using artificial intelligence or machine learning in optimizing and automating marketing efforts? (0% of the time-100% of the time) Current: Mean 24.17%, Total 191” |
| Reported sales productivity gain from AI | 2023 | 6.2% | 26 Jul 2023 to 17 Aug 2023 | n=223 | “Rate how the use of AI in marketing has affected the following outcomes. In each case, note the percentage improvement experienced in your company: Sales productivity 6.15, Total 223” |
| Reported sales productivity gain from AI | 2024 | 5.1% | 6 Feb 2024 to 5 Mar 2024 | n=116 | “Rate how the use of AI in marketing has affected the following outcomes. In each case, note the percentage improvement experienced in your company: Sales productivity 5.13, Total 116” |
| Reported sales productivity gain from AI | 2025 | 8.6% | 21 Jan 2025 to 12 Feb 2025 | n=181 | “Rate how the use of any type of AI in marketing has affected the following outcomes. In each case, note the percentage improvement experienced in your company when using AI: Sales productivity 8.56, Total 181” |
| Reported sales productivity gain from AI | 2026 | 14.1% | 7 Jan 2026 to 29 Jan 2026 | n=156 | “Rate how the use of any type of AI in marketing has affected the following outcomes. In each case, note the percentage improvement experienced in your company when using AI: Sales productivity 14.06%, Total 156” |
Expectations run ahead of use
Mean % of marketing activities using AI or ML: today, and expected in three years
- The expectation made in 2022 (22.9% for about 2025) is close to the use reported in 2026 (24.2%).
Sources
The CMO Survey (Duke Fuqua, Deloitte, AMA). Sample: top US marketers at for-profit companies (VP level and above); n = respondents answering this question; US.
- The CMO Survey, September 2022 (Topline Report; 273 respondents), published 2022. Fieldwork 12 Jul 2022 to 4 Aug 2022; n=189 / n=183. Link
- The CMO Survey, Fall 2024 (Topline Report; 260 respondents), published 2024. Fieldwork 4 Sep 2024 to 25 Sep 2024; n=193. Link
- The CMO Survey 2025 (Topline Report; 281 respondents), published 2025. Fieldwork 21 Jan 2025 to 12 Feb 2025; n=211 / n=210. Link
- The CMO Survey 2026 (Topline Report; 308 respondents), published 2026. Fieldwork 7 Jan 2026 to 29 Jan 2026; n=191 / n=188. Link
Data table and quotes
| Measure | Published | Value | Fieldwork | Sample | Quote |
|---|---|---|---|---|---|
| Today | 2022 | 8.6% | 12 Jul 2022 to 4 Aug 2022 | n=189 | “To what extent is your company using artificial intelligence or machine learning in optimizing and automating marketing efforts? (0% of the time to 100% of the time) Current: Mean 8.61, Total 189” |
| Today | 2024 | 13.1% | 4 Sep 2024 to 25 Sep 2024 | n=193 | “To what extent is your company using artificial intelligence or machine learning in optimizing and automating marketing efforts? (0% of the time-100% of the time) Current: Mean 13.06, Total 193” |
| Today | 2025 | 17.2% | 21 Jan 2025 to 12 Feb 2025 | n=211 | “To what extent is your company using artificial intelligence or machine learning in optimizing and automating marketing efforts? (0% of the time-100% of the time) Current: Mean 17.20, Total 211” |
| Today | 2026 | 24.2% | 7 Jan 2026 to 29 Jan 2026 | n=191 | “To what extent is your company using artificial intelligence or machine learning in optimizing and automating marketing efforts? (0% of the time-100% of the time) Current: Mean 24.17%, Total 191” |
| Expected in 3 years | 2022 | 22.9% | 12 Jul 2022 to 4 Aug 2022 | n=183 | “To what extent is your company using artificial intelligence or machine learning in optimizing and automating marketing efforts? (0% of the time to 100% of the time) Next three years: Mean 22.88, Total 183” |
| Expected in 3 years | 2025 | 44.2% | 21 Jan 2025 to 12 Feb 2025 | n=210 | “To what extent is your company using artificial intelligence or machine learning in optimizing and automating marketing efforts? (0% of the time-100% of the time) Next three years: Mean 44.22, Total 210” |
| Expected in 3 years | 2026 | 55.9% | 7 Jan 2026 to 29 Jan 2026 | n=188 | “To what extent is your company using artificial intelligence or machine learning in optimizing and automating marketing efforts? (0% of the time-100% of the time) Next three years: Mean 55.91%, Total 188” |
Generative AI share of marketing activities
Mean % of marketing activities using generative AI
Sources
The CMO Survey (Duke Fuqua, Deloitte, AMA). Sample: top US marketers at for-profit companies (VP level and above); n = respondents answering this question; US.
- The CMO Survey, Spring 2024 (Topline Report; 292 respondents), published 2024. Fieldwork 6 Feb 2024 to 5 Mar 2024; n=202. Link
- The CMO Survey 2025 (Topline Report; 281 respondents), published 2025. Fieldwork 21 Jan 2025 to 12 Feb 2025; n=210. Link
- The CMO Survey 2026 (Topline Report; 308 respondents), published 2026. Fieldwork 7 Jan 2026 to 29 Jan 2026; n=187. Link
Data table and quotes
| Measure | Published | Value | Fieldwork | Sample | Quote |
|---|---|---|---|---|---|
| Generative AI share of marketing activities | 2024 | 7.0% | 6 Feb 2024 to 5 Mar 2024 | n=202 | “What percent of the time is your company using generative AI in its marketing activities? Mean = 7.01, Valid Cases = 202” |
| Generative AI share of marketing activities | 2025 | 15.1% | 21 Jan 2025 to 12 Feb 2025 | n=210 | “What percent of the time is your company using generative AI in its marketing activities? Mean = 15.12, Valid Cases = 210” |
| Generative AI share of marketing activities | 2026 | 22.4% | 7 Jan 2026 to 29 Jan 2026 | n=187 | “What percent of the time is your company using generative AI in its marketing activities? Mean = 22.42%, Total 187” |
Marketers who have adopted AI run by Salesforce
% of marketing decision makers who have adopted AI (2024: experimenting with or having fully implemented AI)
- Salesforce's State of Marketing asked about experimenting with or fully implementing AI in 2024 and about having adopted AI in 2026; the two readings are close but not identical, so the segment is dashed. The 2022 and 2023 Salesforce figures measure an AI strategy and generative AI use in a separate survey and are left out of this line.
Sources
Salesforce
- State of Marketing, 9th edition, published 2024. Fieldwork 5 Feb 2024 to 12 Mar 2024; n=4,850; marketing decision makers (vendor-run, double-anonymous survey); Global (29 countries: NA, LatAm, APAC, Europe). Link run by Salesforce
- State of Marketing, 10th edition, published 2026. Fieldwork 8 Oct 2025 to 17 Nov 2025; n=4,450; marketing decision makers (vendor-run, double-anonymous survey); Global (NA, LatAm, APAC, Europe). Link run by Salesforce
Data table and quotes
| Measure | Published | Value | Fieldwork | Sample | Quote |
|---|---|---|---|---|---|
| Marketers who have adopted AI | 2024 | 75% | 5 Feb 2024 to 12 Mar 2024 | n=4,850 | “75% are either experimenting with or have fully implemented AI in their operations.” |
| Marketers who have adopted AI | 2026 | 75% | 8 Oct 2025 to 17 Nov 2025 | n=4,450 | “75% of Marketers Have Adopted AI, Yet Still Use It To Send One-Way, Generic Campaigns” |
Adoption beyond the marketing department
Adoption measures from other research houses and advertiser trade bodies. They cover different populations, so each chart stands on its own.
AI deployed in the creative process
% of US ad executives whose company has deployed AI in the creative process
- The 2024 value is the figure IAB cites for its 2024 study (75 executives, August to October 2024) in the 2026 report.
Sources
IAB. Sample: US ad executives (brands, agencies, publishers); US.
Data table and quotes
| Measure | Published | Value | Fieldwork | Sample | Quote |
|---|---|---|---|---|---|
| AI deployed in the creative process | 2024 | 60% | Aug 2024 to Oct 2024 | n=75 | “83% of ad executives now say their company has deployed AI in the creative process, up from 60% in the 2024 study.” |
| AI deployed in the creative process | 2026 | 83% | Oct 2025 to Jan 2026 | n=104 | “83% of ad executives now say their company has deployed AI in the creative process, up from 60% in the 2024 study.” |
Frontline employees using AI regularly
% of frontline employees using AI daily or several times a week
- BCG's 2023 edition reported 27% regular gen AI use across all respondents, not frontline only, so it is left off the line.
Sources
BCG
- AI at Work 2025: Momentum Builds, but Gaps Remain, published 2025. Fieldwork 2025 (dates not stated); n=10,600+; leaders, managers, frontline white-collar employees; 11 countries and regions. Link
- AI at Work: Why Strategy Matters More Than Tools, published 2026. Fieldwork 2026 (dates not stated); n≈12,000; frontline employees, managers, leaders; more than a dozen global markets. Link
Data table and quotes
| Measure | Published | Value | Fieldwork | Sample | Quote |
|---|---|---|---|---|---|
| Frontline employees using AI regularly | 2025 | 51% | 2025 (dates not stated) | n=10,600+ | “While more than three-quarters of leaders and managers say they use generative AI (GenAI) several times a week, regular use among frontline employees has stalled at 51%.” |
| Frontline employees using AI regularly | 2026 | 74% | 2026 (dates not stated) | n≈12,000 | “For the past few years, only around 50% of frontline workers reported using AI daily or several times a week. This year marked a turning point to 74%” |
UK advertisers with a live gen AI use case
% of ISBA member advertisers reporting at least one live generative AI use case
- The April 2024 value is the figure ISBA restates in its 2025 release (fieldwork July 2025); ISBA does not state the sample size.
- ISBA's 2026 survey asks a different question, regular use (65%), so it is not on the line.
Sources
ISBA. Sample: ISBA member advertisers; UK.
Data table and quotes
| Measure | Published | Value | Fieldwork | Sample | Quote |
|---|---|---|---|---|---|
| UK advertisers with a live gen AI use case | 2024 | 9% | Apr 2024 | n not stated | “In just over a year, the proportion of advertisers reporting at least one live Gen AI use case has more than quadrupled, rising from 9% in April 2024 to 41% in July 2025.” |
| UK advertisers with a live gen AI use case | 2025 | 41% | Jul 2025 | n not stated | “In just over a year, the proportion of advertisers reporting at least one live Gen AI use case has more than quadrupled, rising from 9% in April 2024 to 41% in July 2025.” |
Use versus value across the business
McKinsey's State of AI surveys executives and managers in all functions and company sizes every year (GDP-weighted, global). It is not marketing-specific, but it is the longest series in this set that measures both use and financial value. Values are from the report pages; the 2026 use figure is read from Exhibit 1.
Use of AI kept rising; the share reporting profit impact did not
% of respondents: organisation uses AI in at least one business function, and organisation attributes EBIT impact to AI
- Use: until 2024 the question was whether the organisation had adopted AI in at least one function; from the 2025 edition it is regular use (88% in 2025), so the step from 78% (fielded mid-2024) is partly definitional and the segment is dashed.
- EBIT impact: 2022 and 2023 count respondents attributing at least 5% of EBIT to AI (25%, 23%); from 2025 McKinsey reports any EBIT impact, a lower bar, so the segment into 2025 is dashed and the levels are not comparable across it. The 2024 wave measured gen AI only (17%) and is left off the line.
- Both lines are shares of respondents on the same percent scale; the point is the widening distance, not either level alone.
Sources
McKinsey & Company
- The state of AI in 2022, and a half decade in review, published 2022. Fieldwork 3 May 2022 to 27 May 2022 + 15 to 17 Aug 2022; n=1,492; executives and managers, all functions, all company sizes; GDP-weighted; Global. Link
- The state of AI in 2023: Generative AI's breakout year, published 2023. Fieldwork 11 Apr 2023 to 21 Apr 2023; n=1,684; executives and managers, all functions, all company sizes; GDP-weighted; Global. Link
- The state of AI in early 2024: Gen AI adoption spikes and starts to generate value, published 2024. Fieldwork 22 Feb 2024 to 5 Mar 2024; n=1,363; executives and managers, all functions, all company sizes; GDP-weighted; Global. Link
- The state of AI: How organizations are rewiring to capture value, published 2025. Fieldwork 16 Jul 2024 to 31 Jul 2024; n=1,491; executives and managers, all functions, all company sizes; GDP-weighted; Global (101 nations). Link
- The state of AI in 2025: Agents, innovation, and transformation, published 2025. Fieldwork 25 Jun 2025 to 29 Jul 2025; n=1,993; executives and managers, all functions, all company sizes; GDP-weighted; Global (105 nations). Link
- The state of AI in 2026: On the road to ROI, published 2026. Fieldwork 4 May 2026 to 8 Jun 2026; n=1,719; executives and managers, all functions, all company sizes; GDP-weighted; Global (97 nations). Link
- The state of AI in 2022, and a half decade in review, published 2022. Fieldwork 3 May 2022 to 27 May 2022; n=1,492; executives and managers, all functions, all company sizes; GDP-weighted; Global. Link
Data table and quotes
| Measure | Published | Value | Fieldwork | Sample | Quote |
|---|---|---|---|---|---|
| Organisation uses AI in at least one function | 2022 | 50% | 3 May 2022 to 27 May 2022 + 15 to 17 Aug 2022 | n=1,492 | “In 2017, 20 percent of respondents reported adopting AI in at least one business area, whereas today, that figure stands at 50 percent, though it peaked higher in 2019 at 58 percent.” |
| Organisation uses AI in at least one function | 2023 | 55% | 11 Apr 2023 to 21 Apr 2023 | n=1,684 | “The share of organizations that have adopted AI overall remains steady, at least for the moment, with 55 percent of respondents reporting that their organizations have adopted AI.” |
| Organisation uses AI in at least one function | 2024 | 72% | 22 Feb 2024 to 5 Mar 2024 | n=1,363 | “For the past six years, AI adoption by respondents’ organizations has hovered at about 50 percent. This year, the survey finds that adoption has jumped to 72 percent” |
| Organisation uses AI in at least one function | 2025 | 78% | 16 Jul 2024 to 31 Jul 2024 | n=1,491 | “In the latest survey, 78 percent of respondents say their organizations use AI in at least one business function, up from 72 percent in early 2024 and 55 percent a year earlier” |
| Organisation uses AI in at least one function | 2025 | 88% | 25 Jun 2025 to 29 Jul 2025 | n=1,993 | “88 percent report regular AI use in at least one business function, compared with 78 percent a year ago.” |
| Organisation uses AI in at least one function | 2026 | 89% | 4 May 2026 to 8 Jun 2026 | n=1,719 | “Nearly nine in ten respondents report regular use of AI in at least one business function (Exhibit 1 value: 89)” |
| Organisation reports EBIT impact from AI | 2022 | 25% | 3 May 2022 to 27 May 2022 | n=1,492 | “About a quarter of respondents report this year that at least 5 percent of their organizations’ EBIT was attributable to AI in 2021, in line with findings from the previous two years” |
| Organisation reports EBIT impact from AI | 2023 | 23% | 11 Apr 2023 to 21 Apr 2023 | n=1,684 | “just 23 percent of respondents say at least 5 percent of their organizations’ EBIT last year was attributable to their use of AI, essentially flat with the previous survey” |
| Organisation reports EBIT impact from AI | 2025 | 39% | 25 Jun 2025 to 29 Jul 2025 | n=1,993 | “Thirty-nine percent of respondents attribute any level of EBIT impact to AI, and most of those respondents say that less than 5 percent of their organization’s EBIT is attributable to AI use.” |
| Organisation reports EBIT impact from AI | 2026 | 37% | 4 May 2026 to 8 Jun 2026 | n=1,719 | “Thirty-seven percent of respondents attribute at least some EBIT impact to AI use (about the same share as last year).” |
More organisations scale AI; the top tier does not grow
% of respondents: at least scaling AI across the enterprise, and AI high performers
- High performers: 5% or more of EBIT from AI and significant value. The 2022 figure (8%) used a 20% of EBIT threshold and is left off the line.
- The 2025 scaling value is as restated in the 2026 report; the 2025 edition itself said about one third.
Sources
McKinsey & Company
- The state of AI in 2025: Agents, innovation, and transformation, published 2025. Fieldwork 25 Jun 2025 to 29 Jul 2025; n=1,993; executives and managers, all functions, all company sizes; GDP-weighted; Global (105 nations). Link
- The state of AI in 2026: On the road to ROI, published 2026. Fieldwork 4 May 2026 to 8 Jun 2026; n=1,719; executives and managers, all functions, all company sizes; GDP-weighted; Global (97 nations). Link
Data table and quotes
| Measure | Published | Value | Fieldwork | Sample | Quote |
|---|---|---|---|---|---|
| At least scaling AI across the enterprise | 2025 | 38% | 25 Jun 2025 to 29 Jul 2025 | n=1,993 | “44 percent now report that AI is scaling across their enterprise, up from 38 percent a year ago (Exhibit 1).” |
| At least scaling AI across the enterprise | 2026 | 44% | 4 May 2026 to 8 Jun 2026 | n=1,719 | “44 percent now report that AI is scaling across their enterprise, up from 38 percent a year ago (Exhibit 1).” |
| AI high performers | 2025 | 6% | 25 Jun 2025 to 29 Jul 2025 | n=1,993 | “Respondents who attribute EBIT impact of 5 percent or more to AI use and say their organization has seen “significant” value from AI use, our definition of AI high performers, representing about 6 percent of respondents” |
| AI high performers | 2026 | 6% | 4 May 2026 to 8 Jun 2026 | n=1,719 | “AI high performers (respondents who attribute an EBIT impact of 5 percent or more to AI use and say their organizations have seen “significant” value from AI use) account for just 6 percent of survey respondents, unchanged from 2025.” |
Regular use of generative AI
% of respondents whose organisation regularly uses gen AI in at least one function
- McKinsey stopped reporting gen AI separately after the wave fielded in mid-2024; it is folded into overall AI use.
Sources
McKinsey & Company
- The state of AI in 2023: Generative AI's breakout year, published 2023. Fieldwork 11 Apr 2023 to 21 Apr 2023; n=1,684; executives and managers, all functions, all company sizes; GDP-weighted; Global. Link
- The state of AI in early 2024: Gen AI adoption spikes and starts to generate value, published 2024. Fieldwork 22 Feb 2024 to 5 Mar 2024; n=1,363; executives and managers, all functions, all company sizes; GDP-weighted; Global. Link
- The state of AI: How organizations are rewiring to capture value, published 2025. Fieldwork 16 Jul 2024 to 31 Jul 2024; n=1,491; executives and managers, all functions, all company sizes; GDP-weighted; Global (101 nations). Link
Data table and quotes
| Measure | Published | Value | Fieldwork | Sample | Quote |
|---|---|---|---|---|---|
| Regular use of generative AI | 2023 | 33% | 11 Apr 2023 to 21 Apr 2023 | n=1,684 | “One-third of all respondents say their organizations are already regularly using generative AI in at least one function” |
| Regular use of generative AI | 2024 | 65% | 22 Feb 2024 to 5 Mar 2024 | n=1,363 | “Sixty-five percent of respondents say their organizations are regularly using gen AI in at least one business function, up from one-third last year.” |
| Regular use of generative AI | 2025 | 71% | 16 Jul 2024 to 31 Jul 2024 | n=1,491 | “71 percent of respondents say their organizations regularly use gen AI in at least one business function, up from 65 percent in early 2024.” |
Scale and value
How many companies get past pilots and turn AI into measurable value.
Companies generating value from AI
% of companies in BCG's two value-generating segments
- BCG renamed its segments in 2025 (2024: cutting-edge plus scaling; 2025: future-built plus scalers). BCG compares the two years itself, but the labels differ.
Sources
BCG
- Where’s the Value in AI? (Build for the Future 2024), published 2024. Fieldwork 2024 (dates not stated); n=1,000; CxOs and senior executives, 20+ sectors; Global (59 countries, Asia, Europe, North America). Link
- The Widening AI Value Gap (Build for the Future 2025), published 2025. Fieldwork 2025 (dates not stated); n=1,250; CxOs and senior executives, AI decision makers; Global (68 countries). Link
Data table and quotes
| Measure | Published | Value | Fieldwork | Sample | Quote |
|---|---|---|---|---|---|
| Companies generating value from AI | 2024 | 26% | 2024 (dates not stated) | n=1,000 | “only 26% of companies have developed the necessary set of capabilities to move beyond proofs of concept and generate tangible value ... just 4% of companies have developed cutting-edge AI capabilities ... an additional 22% have implemented an AI strategy” |
| Companies generating value from AI | 2025 | 40% | 2025 (dates not stated) | n=1,250 | “Globally, 5% of companies qualify as “future-built” for AI ... 35% (“scalers”) are scaling up their efforts and beginning to generate value ... The remaining 60% of organizations (“laggards”) report minimal revenue and cost gains” |
Companies in BCG's top tier
% of companies consistently generating significant value from AI
- The top tier was called cutting-edge in 2024 and future-built in 2025.
Sources
BCG
- Where’s the Value in AI? (Build for the Future 2024), published 2024. Fieldwork 2024; n=1,000; CxOs and senior executives; Global (59 countries). Link
- The Widening AI Value Gap (Build for the Future 2025), published 2025. Fieldwork 2025; n=1,250; CxOs and senior executives; Global (68 countries). Link
Data table and quotes
| Measure | Published | Value | Fieldwork | Sample | Quote |
|---|---|---|---|---|---|
| Companies in BCG's top tier | 2024 | 4% | 2024 | n=1,000 | “just 4% of companies have developed cutting-edge AI capabilities across functions and consistently generate significant value” |
| Companies in BCG's top tier | 2025 | 5% | 2025 | n=1,250 | “Right now, 5% of firms worldwide are in this camp, while 35% are scaling AI, beginning to generate value.” |
Organisations reshaping work with AI
% of organisations using AI to reshape workflows end to end or invent new business models
- Both values come from BCG's 2026 AI at Work report, which restates the 2025 figure.
Sources
BCG
Data table and quotes
| Measure | Published | Value | Fieldwork | Sample | Quote |
|---|---|---|---|---|---|
| Organisations reshaping work with AI | 2025 | 22% | 2025 | n=10,600+ | “Compared to 2025, the number of organizations that have graduated to using AI to reshape workflows end-to-end or to invent new business models has nearly doubled, 42% versus 22%.” |
| Organisations reshaping work with AI | 2026 | 42% | 2026 | n≈12,000 | “Compared to 2025, the number of organizations that have graduated to using AI to reshape workflows end-to-end or to invent new business models has nearly doubled, 42% versus 22%.” |
Where analysts place generative AI
Generative AI on Gartner's Hype Cycle, 2023 to 2026
Gartner's Hype Cycle is an analyst judgement, not a survey. Positions are ordinal: the curve shape is schematic and has no scale.
- 2023 is the Hype Cycle for Emerging Technologies and 2024 to 2025 the Hype Cycle for Artificial Intelligence (enterprise gen AI). 2026 is a different, marketing-specific profile ("Generative AI for Marketing"), shown as a ring, so the move from 2025 to 2026 is not a reversal of the same item.
- For 2026 Gartner rates market penetration above 50% of the target audience and maturity as early mainstream.
Sources
Gartner. Sample: analyst assessment; Global.
- Hype Cycle for Emerging Technologies, 2023 (press release), published 2023. Fieldwork not stated; n not stated. Link
- Hype Cycle for Artificial Intelligence, 2024 (article), published 2024. Fieldwork not stated; n not stated. Link
- Hype Cycle for Artificial Intelligence, 2025 (article), published 2025. Fieldwork not stated; n not stated. Link
- Hype Cycle for Digital Advertising, 2026 (G00846819), published 2026. Fieldwork not stated; n not stated. Link
Data table and quotes
| Measure | Published | Value | Fieldwork | Sample | Quote |
|---|---|---|---|---|---|
| Position of generative AI | 2023 | Peak of Inflated Expectations | not stated | n not stated | “Generative artificial intelligence (AI) is positioned on the Peak of Inflated Expectations on the Gartner, Inc. Hype Cycle for Emerging Technologies, 2023” |
| Position of generative AI | 2024 | Past the Peak (sliding) | not stated | n not stated | “GenAI has passed the Peak of Inflated Expectations” |
| Position of generative AI | 2025 | Trough of Disillusionment | not stated | n not stated | “This year, GenAI enters the Trough of Disillusionment …” |
| Position of generative AI | 2026 | Tipping beyond the Peak; penetration >50% of target audience; early mainstream | not stated | n not stated | “Generative AI for marketing is beginning to tip beyond peak expectations ... Market Penetration: More than 50% of target audience Maturity: Early mainstream” |
Single readings
Figures without an earlier comparable value from the same source and question. Pairs marked not comparable use different questions and should not be read as a trend.
15.3%
Share of marketing budget allocated to AI initiatives (mean %)
Gartner, 2026 CMO Spend Survey (press release 11 May 2026), published 2026. n=401; CMOs and marketing leaders, mostly >$1B revenue.
“CMOs are allocating an average of 15.3% of marketing budgets to AI initiatives”
30%
CMOs reporting mature or fully developed AI readiness capabilities (%)
Gartner, 2026 CMO Spend Survey (press release 11 May 2026), published 2026. n=401; CMOs and marketing leaders, mostly >$1B revenue.
“While 70% of CMOs say becoming an AI leader is a critical goal for 2026, only 30% report mature or fully developed AI readiness capabilities.”
16%
Share of marketing work automated by AI today (%)
Gartner, CMO survey (press release 11 May 2026), published 2026. n=402; CMOs.
“Marketing leaders expect AI-driven automation of marketing work to more than double, from 16% in 2026 to 36% by 2028”
27%
CMOs reporting limited or no GenAI adoption in marketing campaigns (%)
Gartner, GenAI in marketing campaigns survey (press release 18 Feb 2025), published 2025. n=418; marketing leaders.
“Twenty-seven percent of CMOs report that their marketing organization has limited or no GenAI adoption in marketing campaigns”
1%
CMOs saying GenAI investments are not currently a priority (%)
Gartner, 2025 CMO Spend Survey (press release 12 May 2025), published 2025. n=402; CMOs and marketing leaders, mostly >$1B revenue.
“Just 1% of CMOs said GenAI investments are not currently a priority.”
<33%
Respondents expecting more than 30% of GenAI experiments to be fully scaled in the next 3-6 months (%, derived)
Deloitte, State of Generative AI in the Enterprise, Q4 (Wave 4), published 2025. n=2,773; director to C-suite.
not comparable with the 2026 Deloitte figure (expected scaling of gen AI experiments)“more than two-thirds of respondents reporting that 30% or fewer of their experiments will be fully scaled in the next three to six months”
25%
Respondents that have moved 40% or more of their AI pilots into production (%)
Deloitte, State of AI in the Enterprise 2026, published 2026. n=3,235; senior leaders (board, C-suite, president, VP, director).
not comparable with the 2024 wave (pilots already in production)“only 25% of respondents have moved 40% or more of their AI pilots into production”
83%
B2C marketing decision makers actively implementing agentic AI into workflows (%)
Forrester, AI Agents For Marketing Are Here: Are You Ready? (Q2 2026 CMO Pulse Survey, analyst blog), published 2026. n not stated; B2C marketing decision makers.
broad definition (actively implementing agentic AI into workflows); a single reading“Eighty-three percent of B2C marketing decision makers report actively implementing agentic AI into their workflows”
70%
Marketers already using GenAI to work more efficiently (%)
Kantar, Media Reactions 2025 / The state of GenAI in media and advertising, published 2025. n=974; senior marketers (plus 21,300 consumers).
“Almost three quarters of marketers (70%) already use GenAI to work more efficiently, and only 33% believe their teams lack the skills to use it.”
65%
Advertisers using Gen AI regularly (%)
ISBA, ISBA 2026 Gen AI Survey, published 2026. n not stated; ISBA member advertisers.
not comparable with the ISBA live use case line (regular use vs at least one live use case)“99% of advertisers are engaging with Gen AI. 65% use Gen AI regularly, with 28% reporting a meaningful impact on their day-to-day work.”
63%
Brand owners already using generative AI in their marketing strategies (%)
WFA, GenAI survey (Eighty percent of brands have concerns about agency use of GenAI), published 2024. n: 54 responses / 48 multinational brands; multinational brand owners (marketing leaders).
not comparable with the 2026 WFA figure (AI in marketing strategies, 48 brands)“Nearly two-thirds of brand owners (63%) are already using generative AI in their marketing strategies”
78%
Brands using AI-generated or AI-enhanced content in consumer-facing marketing (%)
WFA, AI labelling research (WFA + ICAS), published 2026. n: 27 multinational brands; multinational brand owners (WFA members).
not comparable with the 2024 WFA figure (AI content in consumer-facing marketing, 27 brands)“Already more than three in four (78%) global brands are using AI-generated or AI-enhanced content in consumer-facing marketing”
12%
Marketing teams possessing the expertise to effectively leverage AI (%)
WFA, Marketing transformation research, published 2026. n: 80 senior marketers across 57 companies; senior marketers, multinationals (US$60bn+ cumulative spend).
“only 12% of marketing teams currently possess the necessary expertise to effectively leverage AI”
13%
Marketers using agentic AI (%)
Salesforce, State of Marketing, 10th edition, published 2026. n=4,450; marketing decision makers (vendor-run, double-anonymous survey). run by Salesforce
a single reading (first measured in 2026)“While only 13% of marketers have made the leap, the difference in performance is staggering”
66%
Marketers using AI in their roles (%)
HubSpot, The State of AI in 2025 (AI Trends for Marketers), published 2025. n=1,000+; marketing professionals. run by HubSpot
not comparable with the 2026 HubSpot figure (team use in at least a few marketing areas, a different report)“With 66% of marketers globally using artificial intelligence in their roles”
86.4%
Marketing teams using AI in at least a few marketing areas (%)
HubSpot, 2026 State of Marketing, published 2026. n=1,500+; marketers across industries, regions, company sizes. run by HubSpot
not comparable with the 2025 HubSpot figure (individual use in the role, a different report)“86.4% of marketing teams say they use AI in at least a few marketing areas.”
What this means for Marketing Radar scores
Demand Strength is a relative index: it ranks demands against each other inside a section and does not say how widely the market already uses a solution.
AI-dependent demands do not score lower. The 14 demands whose solution or need depends on AI average 51.0 on Demand Strength where they are scored, against 45.3 for the 47 other demands. Where they fall behind is the evidence threshold: 3 of the 14 have too few verified voices or source families to be ranked, even where external research places usage in the early majority.
Most demands sit in the scale and value gap. Companies use AI widely (89% regular use) but few turn it into measurable value (37% report any EBIT impact; 40% sit in BCG's value-generating segments). Demands about measurement, verification and proving value belong to that gap, not to the saturated start-using-AI part of the market.
Market maturity stays out of the score: every demand on the list pages carries a separate maturity reading and a 2x2 quadrant. A dimension without data is not scored as 0; its weight is shared among the measured ones. Without Reach and Research, for example, the score uses Voice, Momentum, Intensity, Budget at 25/15/10/5 over 55, and coverage drops.
Checked on 24 Sep 2026 against the source documents: all CMO Survey values (Topline Reports), the Gartner 2026 press releases (archived copies), the BCG 2026, Deloitte 2026 and IAB 2026 figures, the 2026 Hype Cycle profile, the McKinsey State of AI values (archived copies of the report pages; the 2026 use value of 89% read from Exhibit 1), and the ISBA, WFA, Kantar and Forrester figures (source pages or archived copies). The Forrester agentic AI figure (83%) is a single reading with a broad definition and no earlier comparable value.