"Confidence in AI's return on investment is slipping. A recent report found that only about 41% of marketers say they can demonstrate ROI, down from 49% last year."
"Most AI deployments in marketing are geared toward efficiency gains. But efficiency isn't valuable unless it drives measurable business outcomes."
"A lot of companies are measuring AI performance by things like how many times people click on something, not measuring how much money AI actually helps them make."
Many organizations are investing in AI for marketing but are not seeing the expected returns. A significant drop in marketers able to demonstrate ROI indicates a disconnect. Most AI applications focus on efficiency rather than value, leading to automation of tasks that do not impact revenue. Companies often celebrate tool adoption without defining ROI beforehand, measuring performance through superficial metrics instead of actual profit contributions. This lack of clarity results in uncertainty about the effectiveness of AI investments.
Read at Forbes
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