State of AI Adoption by Marketing Organizations All respondents High performers Moderate performers Underperformers 32% 43% 42% 42% 46% 41% 32% 17% 21% 13% 20% 36% 3% 3% 3% 6% Fully implementing AI in operations Experimenting with AI Evaluating how AI could be used Not using or considering AI S A L E S F O R C E 18 [ bb I $ B W : b - C % ŧ9 T H E DI T I O N 02 Marketers Look to Experiment With AI Before Implementation From scaling creativity to automating processes, AI holds a lot of promise — and a growing number of marketers are looking to take advantage. In 2022, 68% of marketers had a defined AI strategy.* Today, 75% of marketers are already rolling up their sleeves and experimenting with or fully implementing AI. Yet a closer look reveals an uneven landscape. High performers are 2.5x more likely than underperformers to have fully implemented AI within their operations. While the majority of high and moderate performers are testing, refining, and deploying AI, over one-third of underperformers have yet to graduate from a formal consideration phase. As a result, any AI benefits will elude these underperformers until they shift from evaluation to active experimentation. High Performers Outpace Rivals with AI Integration *Salesforce State of Marketing, November 2022
State of Marketing | Ninth Edition Page 17 Page 19