Generative AI in Marketing: Delivering on Potential and Proving Real Results

Marketing: Between the Promise of Generative AI and the Demand for Proof

The Rise of GenAI in Marketing

Generative AI is changing marketing strategies, from content creation to campaign optimization. The phase of small-scale experiments is ending; now it's about scaling, measuring, and proving value. Two recent studies by Boston Consulting Group (BCG) shed light on these changes: “How CMOs Are Scaling GenAI in Turbulent Times” and “Six Steps to More Effective Marketing Measurement.”

Based on a survey of 200 Chief Marketing Officers (CMOs) across Europe, Asia, and North America (April–May 2025), the first study looks at how marketers are integrating generative AI despite economic uncertainty. Confidence in GenAI’s impact is rising—83% of CMOs believe it will improve their performance, up from 74% last year. Plus, 71% plan to invest over $10 million annually in GenAI through 2027.

More Mature and Immersive Applications

The applications of GenAI are broad: automated content, conversational agents, real-time personalization, and immersive video creation. Some of last year’s tests are now scaling, but three areas stand out for investment:

• Immersive content generation: Moving beyond static text and images to videos is now a priority for 30% of CMOs.
• Mass personalization: Combining predictive AI with GenAI to deliver hyper-targeted offers and content.
• Agentic AI: AI agents are reshaping marketing workflows, especially in B2B. One-third of B2B CMOs and nearly a quarter of B2C CMOs highlight this as a key investment area.

With a shortage of GenAI talent, CMOs are focusing on upskilling their teams through hackathons, incubation programs, and new tools to keep pace.

The Need for Effective Marketing Measurement

BCG’s second report, which surveyed 3,000 marketing professionals, found that companies with strong marketing measurement capabilities achieve up to 70% more growth. Yet, fewer than 20% of CMOs feel confident about measuring the true impact of their marketing efforts.

To improve strategy effectiveness, top companies use several approaches:

• Aligning KPIs: They integrate financial and marketing metrics for a clearer picture of performance.
• Advanced AI usage: 76% of the most mature companies automate campaign analysis with AI to speed decision-making.
• Cross-functional collaboration: Finance, product, and data teams work closely to improve attribution models.
• Modern tools: Combining marketing mix models, incrementality tests, and multi-touch attribution refines decision accuracy.

Intelligent, Data-Driven Marketing Is the Way Forward

Adopting generative AI alongside improved marketing measurement isn’t just a trend—it’s a necessary shift for companies aiming to maximize campaign impact and profitability. Success comes from pairing new technology with solid analytical practices.

For marketers looking to deepen their skills in AI applications and marketing analytics, exploring specialized courses can provide valuable practical knowledge. Resources like Complete AI Training offer up-to-date learning paths tailored for marketing professionals.