AI adoption is almost universal across marketing departments, yet remarkably few are reporting significant improvements in performance. New research from Bain & Company finds that 95% of marketers say their organisations have adopted AI tools, but just 6% report a significant impact on marketing performance. Bain’s tenth annual marketing leadership study, involving 1,397 senior marketing

Marketing leaders are raising their expectations of agencies as artificial intelligence changes how marketing work is produced, delivered and valued. New research from Dentsu Creative finds that 93% of Asia Pacific CMOs expect agencies to demonstrate how AI improves marketing impact and effectiveness, while 92% want greater transparency about how their agency partners use the

93% of marketers now use AI to support content creation, according to new research from Ahrefs, up from 87% in its previous study. The findings suggest AI is becoming more deeply embedded in content production, with 69% of respondents publishing a greater proportion of AI-assisted content than a year earlier and 85% of AI users