Research indicates that marketers in Europe are moving past hype to realize tangible benefits from AI, with 61% reporting revenue growth. AI's integration spans campaign performance support, spend optimization, and automated decision-making. Different phases of AI adoption are noted: 27% of marketers are in the 'implementation' phase, 36% in 'scaling,' and only 16% are characterized as 'leading.' The returns include improved customer acquisition costs and reduced media waste, signifying significant operational advancements.
AI is embedded in marketing strategies, supporting campaign performance, optimizing spend, and automating decision-making, with advanced teams integrating AI across data, media, and creative workflows.
The report indicates that 61% of organizations adopting AI have experienced revenue growth directly attributed to its implementation, moving beyond mere hype.
Twenty-seven percent of marketers are in the 'implementation' phase using AI for tasks like audience segmentation, while 36% are in 'scaling,' applying it for multi-channel strategies.
Marketers across all AI adoption phases report meaningful improvements, with 44% noting reductions in customer acquisition costs and a third cutting down on media waste.
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