From Hype To Essential Growth Driver

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AI is transforming marketing, but too many companies use it without a clear plan, consistent policy or targeted use cases. No wonder we hear stories of mixed results. AI isn't a quick fix—it's a game-changer that needs focus and purpose to work. For those who build the proper foundation, AI can drive growth and give companies a real edge in today's market.

In the fall of 2024, we published the "Leading the Future" study , sharing a CMO's perspective on AI in B2B marketing. After surveying over 250 participants, we came to one clear takeaway: AI is here to stay. Most leaders oversee large marketing teams, and nearly all are C-level executives or senior directors in Canada and the U.S. This study highlights a major shift in how B2B companies adopt AI—it's quickly becoming essential to marketing.

When we say AI is here to stay, we mean it's no longer optional. AI has moved from being a "nice-to-have" to a core growth driver. It's essential if you want to scale fast and stay competitive. This is apparent to most CMOs, as 92% say they're already familiar with GenAI. AI isn't just an add-on; it's a foundation of modern marketing teams. Those who don't embrace it will struggle to keep up.

AI is already a central part of most marketing workflows for those ready to move forward. Companies are using GenAI for content creation—from text (78%) to images (61%) to video (35%)—and data analysis, where 62% of respondents leverage its insights. Text-based AI leads the way, but image and video generation are catching up quickly, marking a shift in how companies create content. AI is now in nearly every business area, and while experiences vary, its impact is undeniable.

The study also shows that AI outputs can be inconsistent, with 38% of respondents feeling neutral or unsatisfied with their results. Many AI tools are still new, and their experimental features can make it challenging to achieve reliable results. These tools may not yet perform consistently across all applications, leading to mixed experiences.