Understanding the Slow Adoption of Generative AI in Marketing
Despite the growing hype surrounding generative AI (GenAI) across industries, a recent Gartner report reveals that over a quarter of marketing organizations have either limited or no adoption of GenAI for their marketing campaigns. This statistic is particularly striking considering the pace at which GenAI is being integrated into other business functions. The findings point toward an ongoing hesitation among Chief Marketing Officers (CMOs) and marketing leaders to fully embrace AI-driven tools, even as their potential to drive efficiency, personalization, and content creation becomes more apparent.
Key Findings from the Gartner Survey
According to Gartner’s February 2025 survey, 26% of marketing organizations report limited or no usage of GenAI, while only 16% have achieved widespread adoption. The majority—58%—fall somewhere in between, exploring GenAI tools or implementing them in pilot programs. These statistics reflect a cautious approach where organizations are experimenting without fully committing to long-term integration.
The primary reasons cited for the hesitancy include concerns about brand risk, content accuracy, and ethical considerations. CMOs are also wary of investing in technologies that require significant operational change or could compromise brand identity. Moreover, many marketing departments lack the AI literacy and training needed to make full use of GenAI tools effectively.
Trust and Governance Remain Top Concerns
The Gartner report also highlights a growing tension between the potential of GenAI and the governance structures necessary to manage it. Marketing leaders fear the possibility of unauthorized content generation, data privacy violations, and the dilution of brand voice. Without strong governance models in place, the risks can outweigh the benefits, leading to further delays in adoption.
An insight from Marketing Dive echoes this sentiment, noting that CMOs often face internal resistance and unclear return on investment (ROI) from stakeholders. The novelty of GenAI, combined with the speed at which it’s evolving, creates a sense of instability. Many marketing teams are still trying to figure out where GenAI fits in their workflow and how to measure its effectiveness.
Balancing Innovation with Risk Management
For GenAI to gain broader acceptance in marketing, organizations must strike a balance between innovation and risk mitigation. This involves developing clear AI governance policies, providing staff with training and upskilling opportunities, and identifying specific use cases where GenAI can deliver measurable value. Common starting points include automated copywriting, customer segmentation, and dynamic creative optimization.
Companies that have succeeded in integrating GenAI often do so incrementally, starting with low-risk applications and gradually scaling their usage. This phased approach allows marketing teams to build confidence and competence without overwhelming existing processes.
The Path Forward for Marketing Leaders
While the path to GenAI adoption in marketing is filled with challenges, it is also rich with opportunity. Marketing leaders who take a proactive stance—by investing in education, building responsible AI frameworks, and aligning GenAI strategies with business goals—will be better positioned to harness the transformative potential of this technology.
As GenAI tools continue to mature, marketers who overcome initial resistance and embrace a thoughtful, governance-first approach will likely emerge as industry leaders in the next wave of digital marketing innovation.
Reference
Gartner. (2025, February 18). Gartner Survey Reveals Over a Quarter of Marketing Organizations Have Limited or No Adoption of GenAI for Marketing Campaigns. https://www.gartner.com/en/newsroom/press-releases/2025-02-18-gartner-survey-reveals-over-a-quarter-of-marketing-organizations-have-limited-or-no-adoption-of-genai-for-marketing-campaigns
Kim, P. (2025, February 19). CMOs remain cautious about adopting generative AI: Gartner survey. Marketing Dive. https://www.marketingdive.com/news/cmos-reluctant-to-adopt-generative-ai-gartner/740332/
Manager Today 編輯部. (2025, March 4). Gartner報告：近3成行銷團隊未導入生成式AI，CMO最擔心4件事. Manager Today. https://www.managertoday.com.tw/articles/view/69982
中文摘要
根據 Gartner 2025 年二月的調查報告指出，超過四分之一的行銷組織對 生成式 AI（GenAI） 的採用有限，甚至完全未導入。雖然 GenAI 在其他業務領域應用快速擴展，但行銷領袖和 CMO（首席行銷長）對其在行銷活動中的應用仍抱持保留態度。主要原因包括對品牌風險、內容正確性及道德問題的憂慮。許多行銷團隊也面臨 AI 素養不足、缺乏專業訓練等挑戰。
Gartner 指出，僅有 16% 的組織達成全面採用 GenAI，而高達 58% 則處於試行或部分導入階段。行銷決策者擔心未經授權的內容生成、資料隱私風險與品牌聲音被稀釋等問題。在缺乏完善治理機制的情況下，GenAI 的潛力無法充分發揮。
根據 Marketing Dive 與《經理人》的報導，即使部分企業看見 GenAI 的潛力，但 ROI 不明確與內部抗拒，仍使導入受阻。未來若要擴大應用，行銷領袖需建立負責任的 AI 架構、提供培訓並針對可量化的使用場景逐步推進。隨著技術成熟，採取積極策略的企業將在數位行銷領域中取得先機。
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