Generative AI has gained substantial adoption in marketing, particularly for ideation and content creation. Despite this, understanding the return on investment (ROI) from AI remains challenging. Many CMOs assess AI benefits using various metrics, including time savings and cost reductions, yet no standardized measurement framework is available. Marketers are adopting a cautious approach due to the lack of clear ROI metrics. Specific examples include companies measuring payroll cost savings and customer service improvements, which demonstrate AI's impact without immediately resulting in job cuts.
"We do have measures that give us some sense of how effective it is. I haven't been able to say, 'Oh, I've saved X amount of money because [of AI].'"
"We've been able to keep our hiring flat on the business despite the increased efficiency and capabilities that AI tools have brought into our marketing and sales processes."
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