Marketers split AI’s value almost evenly: 46% cite doing the work of more people, 45% faster content, 43% better customer knowledge

Workflow & automation

Share of respondents citing each source of marketing value from AI

Reader Note:: Based on 218 unique respondents to the impact question across two marketing events, deduplicated by email with the latest answer kept. It was a multi-select question, so shares overlap and add to more than 100%. Another 11% (25 respondents) said AI has produced nothing measurable yet. These are self-reported perceptions, not audited business results. Respondents came from marketing and go-to-market events and were not exclusively CMOs.
Evidence:: Self-reported behaviour
Vendor interest:: Moderate — This comes from a company with a commercial interest in this market, so it is not a neutral source.
Sample:: Deduplicated respondents from Open Future Forum marketing and go-to-market events. Base 230 for the agentic status question and 218 for the impact question; respondents were not exclusively CMOs, and results describe event cohorts rather than all CMOs.

Good for

A rough sense of size and direction, and deciding what to look at first.

Exact numbers, or saying that one thing caused another.
This is an aggregated or average number that covers very different cases. Real results in a particular segment may differ.
This comes from a company with a commercial interest in this market, so it is not a neutral source.

10%

of organisations are realising significant ROI from agentic AI in Deloitte’s 2025 survey of 1,854 EMEA executives

24–56%

of marketing tasks are currently performed using AI or ML, rising to over half in three years according to US CMOs (2026 survey)

Our Substack turns the data behind these cards into full breakdowns: what changed, why, and what to do about it.

90% of CMOs are experimenting with AI but fewer than 10% have scaled it or realized value across marketing workflows

42.3%

of wrong AI answers were overridden with incentives and item-level feedback in Study 3 versus 20.0% in the control group

14%

average increase in sales productivity reported from using AI in marketing by US companies (2026 survey)

77% of brands say AI-assisted influencer campaigns perform better