A significant majority of senior marketers believe AI is set to drive major structural changes within marketing teams in the near future. According to new research, 65% of CMOs predict generative AI will fundamentally alter team design and roles as organizations adapt to emerging technologies.
The survey, which included marketers across various levels of seniority, reveals that 48% expect AI to have a major impact on team roles, while 39% anticipate more moderate shifts. Despite the momentum, fewer than half of marketers (49%) report being able to clearly measure AI’s return on investment.
Adoption rates are growing rapidly. Nearly 63% of marketers are now using generative AI tools, with most adopters—78%—only having started this journey in 2024. Yet, only 10% of marketers describe their current AI programs as “very advanced.”
The study also highlights a perception gap between leadership and teams. While 44% of CMOs believe their teams are “advanced” in AI capabilities, only 27% of managers agree. Similarly, 65% of CMOs view their leadership as highly committed to AI adoption, compared to just 32% of teams who share that sentiment.
As AI adoption accelerates, these disconnects point to a need for clearer communication, greater training, and alignment between strategy and execution.
Source: Jasper