AI improves the personalization of campaigns, but many do not achieve results

Despite the growing integration of artificial intelligence in the marketing sector, tangible results remain a cause for concern.According to the latest Jasper report on the state of AI in marketing, 91% of marketing teams use some form of AI, but only 41% can demonstrate an effective return on investment.

This mismatch between adoption and effective results suggests that many teams operate tactically, without aligning their efforts with broader business objectives.

Many teams still do not know how to act

Similarly, 75% of the companies surveyed by SmarterX and the Marketing AI Institute indicated that they do not have a realistic roadmap for integrating AI in the short term.

As high-maturity organizations achieve a solid ROI, those lacking a clear strategy often find themselves caught in a series of random acts of AI, generating more content but without a clear link to meaningful results.

Despite these challenges, 63% of companies report significant benefits from AI, including the personalization of campaigns that drives engagement metrics and improves conversion rates.

What is expected is a more automated execution of parts of marketing operations under clear rules, which requires a closer integration of workflows and accountability.

With the growing concern about AI governance, successful organizations established clear review and approval processes to foster trust. By focusing efforts on mapping AI use cases to business outcomes, companies can transform AI tools into true business enablers, rather than experimenting with isolated solutions.