Business EconomyPosted at: Sep 17 2025 7:00PM


Eight in ten marketers are reporting return on GenAI Investment: Report

New Delhi, Sep 17 (UNI) In just one year, marketers have dramatically advanced their use of Generative AI (GenAI) with 85pc now actively deploying the technology, up from 75pc in 2024, according to a study by SAS and Coleman Parkes.
'GenAI Investment' refers to allocation of financial, technological or human resources into the development, deployment or adoption of generative artificial intelligence (GenAI)."
The report ‘Marketers and AI: Navigating New Depths' said eight in ten marketers are reporting a return on GenAI investment. Among Chief Marketing Officers (CMOs) and marketing teams using GenAI, 93pc and 83pc respectively report ROI.”
“GenAI has officially moved from hype to essential marketing infrastructure. With 85pc of marketing teams actively embedding GenAI into daily workflows, the technology is no longer a pilot project but a core driver of market transformation. Benefits extend far beyond just time and cost savings. Improved customer loyalty and increased sales are now directly attributed to GenAI-powered analytics and targeting,” said Jenn Chase, chief marketing officer and executive vice president at SAS.
SAS is a global leader in data and AI. With the help of SAS software, organisations transform data into trusted decisions.
The report said “In 2024, marketers hoped GenAI would streamline operations and reduce costs. In 2025, they’re seen even more benefits: 94pc report improved personalization, 91 pc cite efficiency in processing large datasets, and 90pc confirm savings in time and operational costs. Nearly nine in ten marketers also report gains in predictive accuracy, customer loyalty, and sales.”
Confidence in GenAI is rising fast. Today, 62pc of marketers report a strong understanding of GenAI and its business impact, up from just 50pc in 2024, said the report.
“GenAI is no longer a future consideration- it’s a present-day imperative. Adopters are leading the way, integrating GenAI into workflows, expanding into agentic AI, and building the infrastructure to support autonomous decision making,” the official statement added.
Coleman Parkes is a global market research agency that enables industry-leading businesses to stay ahead with survey data.
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