Marketers are betting on AI innovation in the near future

Key stat: 60% of marketers say AI and machine learning will have the biggest impact on marketing strategies in the next 5 years, according to a November 2024 report from Ascend2.

Beyond the chart:

• Personalization is the most commonly reported use of AI for marketers with 38% saying they used the technology towards that end, according to a January 2024 report from Ascend2. Thirty-four percent of marketers said they used AI for ad optimization and 33% said they used it for chatbots.
• Data privacy and security each remain top concerns for 61% of marketing executive in the use of generative AI, according to a July 2024 SAS survey.

Use this chart: Marketers can use this chart to understand the industry’s prioritization of AI and machine learning over the next few years, and invest in it accordingly.

Related EMARKETER reports:

How CMOs Are Using AI to Transform Their Strategies (EMARKETER subscription required)

Generative AI Trends To Watch in 2025 (EMARKETER subscription required)

Methodology: Data is from the November 2024 Ascend2 report titled "The Future of the Martech Stack 2025." 311 marketing decision-makers worldwide were surveyed during October 24-28, 2024. Respondents were from companies with fewer than 50 employees (48%), 50 to 500 employees (29%), or more than 500 employees (23%) in a job role of owner/partner/C-level (55%), vice president/director/manager (28%), or nonmanagement professional (17%) at companies with a business focus of B2B (22%), B2C (51%), or both (27%).