Report Shows: 79% of Senior Marketing Executives Use AI Tools to Improve ROI
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Google's search ad tech platform BrightBid reveals that most marketing leaders have fully utilized AI tools in their digital advertising strategies, with 79% reporting that using AI tools has improved their return on investment.
Building on this success, 64% of marketing executives plan to integrate more tools into their workflows in the future. Key application areas include automation, efficiency improvement, and enhanced results. The survey shows that respondents used various tools, but generative AI, primarily ChatGPT, emerged as the most popular technology.
The survey further highlights that the global rise of generative AI tools, especially ChatGPT's launch in November 2023, has drawn worldwide attention to these tools and their impact on workflows. Businesses quickly recognized this and began providing training for these new technologies.
Although most marketers have fully embraced these tools, fewer than 10% still do not use them at all or for work purposes. Reasons for delayed adoption include concerns about data quality, budget constraints, and unfamiliarity with the technology. Most respondents also expressed ethical concerns about AI usage, emphasizing the need for open discussions on regulation.
Gustav Westman, CEO and co-founder of BrightBid, stated: "There's no doubt that AI drives revenue. The vast majority of marketing executives say AI helps improve ROI and attribute this success directly to using AI tools. However, there are still significant barriers to AI adoption, with some marketers citing lack of training and budget constraints. As the landscape changes rapidly, we hope these peer-to-peer insights will help all organizations find ways to benefit from this technology."
Kate Cox, CMO of BrightBid, commented: "When used correctly, we find AI simply amplifies and enhances advertising campaigns rather than replacing them. 40% of marketing executives we surveyed acknowledge these tools improve their results. Although it may sometimes feel like a 'black box,' we're reaching a point where we can no longer avoid using AI. Now is the time to truly understand this technology by leveraging unique insights that can help drive better marketing outcomes."