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Why are 40% of marketers not expecting ROI from AI until 2030, and what does that reveal about the AI strategy gap in marketing?
In this episode of the CIM Marketing Podcast, host Ben Walker is joined by Jemma Conner, Associate Director at YouGov, Jamie Credland, CEO of World Media Group, and James Delves, Head of PR and External Affairs at CIM to unpack new CIM research on AI in marketing.
Together, they explore why larger organisations are racing ahead with AI, why SMEs are struggling to see returns, and why Gen Z is actually the most sceptical generation when it comes to AI-generated content.
Can’t wait for the full episode on Thursday? Check out the CIM Content hub now for all things marketing.
Creators and Guests
What is CIM Marketing Podcast?
The official podcast of The Chartered Institute of Marketing.
We spotlight actionable strategies, highlight best practices, and source expert opinions to help you elevate your marketing game. Whether you're focused on digital marketing, content creation, SEO, strategy, or something else entirely, we’ve got you covered.
Get the latest news, trends, and insights from across the industry. Hosted by Ben Walker, this podcast offers accessible, relevant discussions on the big issues impacting marketing today.
This podcast is your essential resource for staying ahead of the curve.
Ben Walker 0:10
So there seems to be a large discrepancy between those who are expecting a return on their investment versus how many of them have actually got a strategy in place. You know, you could almost called it a strategy gap, couldn't you? From by looking at the research,
Jemma Conner 0:23
yeah, absolutely. So as we were saying earlier, there's 40% who say they're not expecting to achieve any return on their investment from using AI in the certainly in the next few years. However, among the same group of marketing decision makers, almost half are saying that their company's not developed a formal strategy to address the new skills that are needed to use AI. So maybe that's why they're not going to see that return. They've not made that investment in the right areas of the business to understand actually how AI can lead to return in investment. It is a much bigger problem again for smaller businesses, and just 4% of decision makers at large companies say they don't have a strategy in place yet. Amongst SMEs, it's 50-5% and 60% of those working for micro or small companies say they just don't have that policy in yet.