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London – Friday 25th September – AI has become embedded across marketing teams, but most organisations are still struggling to turn adoption into measurable business impact, according to new research from Brands2Life. The survey of 200 CMOs across Europe and the US found that while 76% say AI is now used regularly by most or all of their marketing teams, and, most are seeing value, but only 22% say it has delivered transformational, measurable value and they are held back by compliance and governance issues and leadership endorsement.
76% of respondents say AI is regularly used by most or all of their marketing team. The biggest benefit, mentioned by 81% of respondents, is an improvement in the quality of storytelling and content. Other key benefits cited included: more targeted and personalised content (56%), better creative ideas and concepts (48%) and stronger consistency of brand positioning and tone (44%). Cost reduction is now low on the list of benefits (5%).
The findings also suggest that marketers have become more comfortable using AI creatively. While Brands2Life’s 2025 research found widespread concern about losing the human touch, those fears appear to have eased as adoption has matured.
Despite these benefits, only 22% of respondents report transformational, measurable value. And the biggest barrier to progress cited by 38% of delegates is strong leadership and clear governance. According to the survey, leadership that understands the potential of AI is crucial as only they can champion the investment and cross-organisational co-operation required to free data from silos and ensure the right policies and governance is put in place.
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