TH SALESFORCE STATE OF MARKETING, 9 EDITION 18 02 High Performers Outpace Rivals with AI Integration Marketers Look to Experiment With AI Before Implementation From scaling creativity to automating processes, AI holds a lot of promise — and a growing State of AI Adoption by Marketing Organizations number of marketers are looking to take Fully implementing AI in operations Experimenting with AI advantage. In 2022, 68% of marketers had a Evaluating how AI could be used Not using or considering AI defined AI strategy.* Today, 75% of marketers are already rolling up their sleeves and All respondents 32% 43% 21% 3% experimenting with or fully implementing AI. High performers 42% 42% 13% 3% Yet a closer look reveals an uneven landscape. High performers are 2.5x more Moderate performers 32% 46% 20% 3% likely than underperformers Underperformers 17% 41% 36% 6% 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. *Salesforce State of Marketing, November 2022