Industry Newsgenerative aimarketingjaspergovernance
Marketers Increase AI Use But Struggle ROI
7.1
Jasper's "The State of AI in Marketing 2026" survey of 1,400 marketing professionals at the end of 2025 finds 91% now use AI, up from 63% a year earlier, but only 41% can demonstrate ROI, down from 49%. The report highlights hours saved as the top ROI metric and growing governance, hiring, and measurement gaps that could impede scaling despite 95% planning to increase AI spend in 2026.
Key Points
- 1Report finds 91% of 1,400 marketers used AI by end of 2025
- 2ROI measurability falls to 41%, reflecting rising immature adoption and governance gaps
- 3Marketers must invest in governance, measurement and roles to demonstrate ROI and scale
Scoring Rationale
Strong industry survey offers actionable adoption and hiring insights, but limited novelty and single-vendor sourcing constrain generalizability.
Sources
Public references used for this report.
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