Published: 03 June 2024
The 2024 Tech Marketing Benchmarks Survey reveals that marketing teams are at the forefront of adopting AI, but there’s high variability in GenAI use cases. Tech CMOs can leverage this data to prioritize use cases, explore GenAI’s impact on investments, and improve marketing function performance.
The proportion of tech marketers in the production phase of AI across multiple use cases, both embedded and stand-alone, has doubled from 10% in 2023 to 20% of respondents in 2024.
The cost reduction expectation of GenAI utilization has yet to be recognized due to a lag in benefit realization. Twenty-six percent of tech marketing respondents indicate increasing investment in talent, and 54% of respondents indicate they have increased investment in tech due to GenAI, but this varies based on utilization phase.
Content teams are the primary marketing function adopting GenAI. Content creation is the top use case for
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