“Research by Google and Boston Consulting Group found that 19% of companies have reached the level of true AI leaders in marketing.”

We partnered with Boston Consulting Group (BCG) to survey more than 2,000 marketers globally about how they use AI in their marketing. … Nineteen percent of companies are considered AI leaders, connecting workflows and testing AI-assisted decisions and personalization.Marketers know that AI is here to change the game, but how many of them know where to begin, what tools to adopt, and how to impress their CFO with results? We partnered with Boston Consulting Group (BCG) to survey more than 2,000 marketers globally about how they use AI in their marketing. But if all you want is the TL;DR, then catch this: AI leaders have achieved powerful results. Globally, companies in the leading stage report revenue growth approximately 60% higher than companies just starting to implement the essentials.1 In the first of these articles, we’re unpacking what makes an AI leader and how businesses can keep pace. We updated our framework that assesses AI leadership so that any company can consider where they fall and follow the advice to move toward AI progress. … The bulk of marketers find themselves at the scaling phase. They’re done experimenting and have moved beyond small pilots. They’re using AI to streamline operations and reduce the time it takes to turn data into insights. Nineteen percent of companies are considered AI leaders, connecting workflows and testing AI-assisted decisions and personalization.2 We looked at these leaders and identified six capabilities that are correlated with outsized revenue and business outcomes: - An integrated view of the customer - Faster testing, execution, and analysis - Dynamic budget allocation shifts to maximize outcomes - Personalized messages that reach audience segments in real time - Creative developed with AI throughout the whole creative life cycle - An “AI culture” with advocates across core functional areas

We partnered with Boston Consulting Group (BCG) to survey more than 2,000 marketers globally about how they use AI in their marketing. … Nineteen percent of companies are considered AI leaders, connecting workflows and testing AI-assisted decisions and personalization.… Social Module Share * * * * Copy link ×*Our AI Path to Excellence series unpacks results from a**survey of 2,000 marketers**globally to understand how AI leaders drive more growth and efficiency with AI. First, we explore findings and provide clear steps for achieving excellence through AI integration.* Marketers know that AI is here to change the game, but how many of them know where to begin, what tools to adopt, and how to impress their CFO with results? We partnered with Boston Consulting Group (BCG) to survey more than 2,000 marketers globally about how they use AI in their marketing. But if all you want is the TL;DR, then catch this: AI leaders have achieved powerful results. Globally, companies in the leading stage report revenue growth approximately 60% higher than companies just starting to implement the essentials.1 In the first of these articles, we’re unpacking what makes an AI leader and how businesses can keep pace. We updated ourframeworkthat assesses AI leadership so that any company can consider where they fall and follow the advice to move toward AI progress. … Now, think of AI excellence as a journey. You know you need to start somewhere, with theessentials. More than one third of marketers are in this stage —just starting to implement and test new AI tools. You have to get these foundations in place before you can move along. The bulk of marketers find themselves at the scaling phase. They’re done experimenting and have moved beyond small pilots. They’re using AI to streamline operations and reduce the time it takes to turn data into insights. Nineteen percent of companies are considered AI leaders, connecting workflows and testing AI-assisted decisions and personalization.2We looked at these leaders and identified six capabilities that are correlated with outsized revenue and business outcomes: * An integrated view of the customer * Faster testing, execution, and analysis * Dynamic budget allocation shifts to maximize outcomes * Personalized messages that reach audience segments in real time * Creative developed with AI throughout the whole creative life cycle * An “AI culture” with advocates across core functional areas …

In our study with Google, involving more than 2,000 marketers, we learned that AI leaders account for almost one-fifth of companies.Speaking more broadly, what does success look like for AI adoption in marketing? In our study with Google, involving more than 2,000 marketers, we learned that AI leaders account for almost one-fifth of companies.3 These organizations report 60% higher revenue growth than their peers and benefit from a more integrated view of the customer, meaning they bring together data from disparate sources. They also exhibit faster execution, greater budgeting agility, and other capabilities.4 The future belongs to marketers who master the interplay of reach and influence. …

About 20% of respondents have integrated AI tools deeply into their marketing workflows. … Stage 4: Transforming—Creating a Transformative Marketer + AI Flywheel. No company has truly reached this stage, as technical limitations still exist.## What AI Excellence Looks Like Most brands are still in the early innings with AI: more than 80% of our survey respondents are exploring off-the-shelf solutions, adopting use cases, or experimenting. Two-thirds claim they are stymied by either a lack of knowledge or the sheer number of options. But a select few have started to figure it out. About 20% of respondents have integrated AI tools deeply into their marketing workflows. They are testing AI-assisted decisions and personalization approaches in such areas as content creation, predictive analytics, and synthetic research methodologies. In the past 12 months, these leaders have achieved powerful results: they report 60% greater revenue growth than their peers and are adapting to consumer trends twice as fast as their peers. So what are the 20% doing right? We’ve identified six key actions. (See Exhibit 1.) … This stage involves building real-time audiences and targeting them by shifting funds fluidly across channels as needed. Leaders increase the volume and relevance of creative by using AI throughout the creative lifecycle, from ideation to measurement. They use predictive AI to forecast outcomes and inform media activation efforts. Finally, marketing teams collaborate with stakeholders to implement a next-generation talent strategy that supports the new AI-driven processes. Stage 4: Transforming—Creating a Transformative Marketer + AI Flywheel. No company has truly reached this stage, as technical limitations still exist. But in the next five years, marketers and machines will increasingly play complementary roles to create a flywheel whereby AI and marketers together power campaign planning and execution. (See Exhibit 3.) > In the next five years, marketers and machines will increasingly play complementary roles to create a flywheel that powers campaign planning and execution.

To help marketers and brands identify the levels of AI marketing maturity, Google commissioned Accenture to research and survey over 300 marketers in APAC. … Overall, most brands in APAC are AI adopters (65%), with the rest split between AI explorers (18%) and AI leaders (16%).### The three levels of AI marketing maturity To help marketers and brands identify the levels of AI marketing maturity, Google commissioned Accenture to research and survey over 300 marketers in APAC. The study looked at two things: how ready businesses were to integrate AI in marketing, and how advanced they were in their AI marketing use cases. It uncovered three levels of AI marketing maturity and ways to accelerate AI adoption. … Google/Accenture, AI in the Marketer Journey 2024, Singapore, n=256 marketers [n=82 per segment] within organisations >250 employees, across CPG, Retail, Fin Services, Media and Entertainment who are engaged with AI/ Gen AI initiatives. Fieldwork: April 2024. Overall, most brands in APAC are AI adopters (65%), with the rest split between AI explorers (18%) and AI leaders (16%). 2 In China and Korea, however, only a small percentage of brands — 4% and 1% respectively — are AI adopters. 3 The higher levels of AI marketing maturity in those two markets are due to factors such as robust domestic AI infrastructures, strong support for local business investment in AI in Korea, and a large AI talent pool in China.

Google, in collaboration with Boston Consulting Group (BCG), identified that only 19% of brands are considered AI leaders.## What are the 4 pillars of the future of marketing according to Google? Google, in collaboration with Boston Consulting Group (BCG), identified that only 19% of brands are considered AI leaders. These companies have moved beyond isolated experiments to connect their workflows through systems that enable smart, real-time, personalized decisions. To reach this level of maturity, Google’s report proposes working across four interconnected pillars:

While just 4% of companies have developed cutting-edge AI capabilities across functions and consistently generate significant value, an additional 22% have implemented an AI strategy, built advanced capabilities, and are beginning to realize substantial gains. The report designates these companies as leaders.The report, titled Where’s the Value in AI?, is based on a comprehensive survey of 1,000 CxOs and senior executives from over 20 sectors, spanning 59 countries in Asia, Europe, and North America, and covering ten major industries. Participants were asked to assess their companies' AI maturity in 30 key enterprise capabilities. While just 4% of companies have developed cutting-edge AI capabilities across functions and consistently generate significant value, an additional 22% have implemented an AI strategy, built advanced capabilities, and are beginning to realize substantial gains. The report designates these companies as leaders. Seventy-four percent of companies have yet to show tangible value from their use of AI. “AI leaders are raising the bar with more ambitious goals,” said Nicolas de Bellefonds, a BCG senior partner, managing director, and coauthor of the report. “They target meaningful outcomes on cost and topline and prioritize core function transformation over diffuse productivity gains.”

BCG’s latest research into AI adoption, a continuation of our studies into digital transformation and AI maturity, found that of the 98% of companies that are at least exper imenting with AI, only 26% have developed the necessary capabilities to move beyond proofs of concept and begin extracting value. … And only 4% are at the forefront of AI innovation, systematically building cutting-edge AI capabilities and scaling them across the organization.… A biopharma company is chasing $1 billion in value potential (revenues and costs) by 2027. A major automaker expects to cut its cost of goods sold by up to 2% and accelerate new product devel opment time by 30%. These results are typical of the value that leaders across industries are achieving by building digital capabilities to a level at which they can implement AI programs at scale. BCG’s latest research into AI adoption, a continuation of our studies into digital transformation and AI maturity, found that of the 98% of companies that are at least exper imenting with AI, only 26% have developed the necessary capabilities to move beyond proofs of concept and begin extracting value. (For more on how we define AI and our research methodology, see the Appendix.) And only 4% are at the forefront of AI innovation, systematically building cutting-edge AI capabilities and scaling them across the organization. Here’s our latest look at who the top 26% of companies are and how they are generating superior value from AI. The two chapters of the report that follow look at where com panies are extracting value and what you need to do to move your company up the AI maturity curve. A Steep Curve

As a result of this speed advantage, leaders are able to scale up 44% of the use cases in their portfolios, more than twice the 19% of other companies.Use Case Prioritization and Scaling. Leaders distinguish themselves by scaling more than twice as many AI use cases—in large part because they scale them two to three times faster. (See Exhibit 3.) Leaders move from idea to execution at scale in a matter of months—typically just 5 to 7—while other companies take an average of 15 to 17 months. As a result of this speed advantage, leaders are able to scale up 44% of the use cases in their portfolios, more than twice the 19% of other companies. These companies typically share three common approaches. First, they select AI use cases based on business priorities, with a rigorous focus on value. This often involves building a dedicated organizational unit to orchestrate and accelerate scaling.

Although the percentage of companies with high maturity adoption has stayed constant (~12%), the percentage of mid maturity companies jumped from ~18% to ~27%.GenAI Maturity by Industry and Geography The report's authors developed a GenAI maturity index to assess where companies currently land in their development. Based on the level of implementation across ten business functions, companies were grouped into four categories: little to no adoption, low maturity, mid maturity, and high maturity. Only about 20% of companies have little or no GenAI adoption, down from about 24% in Q3 2023. Although the percentage of companies with high maturity adoption has stayed constant (~12%), the percentage of mid maturity companies jumped from ~18% to ~27%. Tech companies are at the forefront, with 62% qualifying as mid or high maturity, followed by the banking, retail, industrial goods, and health care industries, where 32% to 39% of companies have reached similar levels of maturity. Among the industries lagging are energy, travel and tourism, and insurance, each with at least 40% of companies showing little to no adoption of GenAI.

What I find interesting is that no company has quite reached stage 4 yet, Transforming, where marketers have a full fledged AI workflow.Boston Consulting Group (BCG) and Google recently collaborated to release “The Blueprint for AI-powered Marketing” report, surveying over 2,000 marketers to chart the path for AI marketing success. The results are a 4 stage maturity model that outlines how brands can go from AI adoption to AI excellence. What I find interesting is that no company has quite reached stage 4 yet, Transforming, where marketers have a full fledged AI workflow. In the next 5 years it’ll be interesting to see how many teams have fully integrated AI into every stage of their marketing from ideation, to testing to measurement and more.

A new study by Google and BCG reveals that leading marketers are using AI to achieve 60% higher revenue growth and adapt 2.6X faster to market shift.This event is over. AI is reshaping the marketing landscape. A new study by Google and BCG reveals that leading marketers are using AI to achieve 60% higher revenue growth and adapt 2.6X faster to market shift. Leading advertisers are already using AI to build the future of marketing – are you? Tune in to learn how to get started on your path to AI excellence. ## when

BCG’s global study surveyed over 2,000 marketers and conducted 50+ executive interviews. The results revealed that only 20% of marketers have deeply embedded AI into their workflows—but those who have, are seeing dramatic business impact.According to both Araque’s presentation and BCG’s research, we’ve moved beyond experimentation. AI is now a performance lever—used to enhance everything from consumer insights to real-time personalization and content creation. BCG’s global study surveyed over 2,000 marketers and conducted 50+ executive interviews. The results revealed that only 20% of marketers have deeply embedded AI into their workflows—but those who have, are seeing dramatic business impact. ### Three Core Marketing Challenges AI Can Solve

Only about 20% have deeply integrated AI tools into their marketing workflowsOur research found that most brands are still in the early stages with AI: - Over 80% are exploring off-the-shelf solutions, adopting basic use cases, or experimenting - Two-thirds feel held back by lack of knowledge or too many options - Only about 20% have deeply integrated AI tools into their marketing workflows However, that 20% of leaders are seeing powerful results:

Sadie Thoma, director of US B2B marketing at Google, and Derek Rodenhausen, managing director and partner at Boston Consulting Group, say that artificial intelligence is having a major impact on marketing - especially when it comes to the consumer journey.AI is Changing the Consumer Jo… - Decoding AI for Marketing - Apple Podcasts * MAR 18 * EPISODE 31 * 38 MIN # AI is Changing the Consumer Journey, According to Google and BCG Research Decoding AI for Marketing Play Decoding AI for Marketing Sadie Thoma, director of US B2B marketing at Google, and Derek Rodenhausen, managing director and partner at Boston Consulting Group, say that artificial intelligence is having a major impact on marketing - especially when it comes to the consumer journey. They partnered on new research that shows that the four main consumer behaviors today are streaming, scrolling, searching, and shopping - and that they are often done in tandem. Thoma and Rodenhausen share more insights from their research that can influence marketers across industries as they reshape their organizations in a world of AI. For Further Reading: The Blueprint for AI-Powered Marketing It’s Time for Marketers to Move Beyond the Linear Funnel …