Alexander Group Research: Of the 96% of Marketing Organizations Who Have Adopted AI, Less Than Half Can Demonstrate ROI

Data reveals nearly all marketing organizations have integrated AI into operations, creative and analytics, but few have embedded it into business functions that drive revenue

SCOTTSDALE, Ariz.--(BUSINESS WIRE)--Alexander Group, the premier go-to-market consultancy serving clients around the globe, announced the findings of its 2026 Revenue-Ready Marketing Organization Research. The data shows that AI adoption is near-universal with 96% of marketers using AI, but only 41% can prove ROI.

"Marketing organizations are under growing pressure to adopt new technologies or risk falling behind," said Kevan Savage, partner and Marketing practice lead at Alexander Group. "While almost everyone is using AI, only those with proper oversight and a clear vision into what is driving results are experiencing meaningful impact."

Four Pillars of Accountability that Separate Leaders from Laggards

Research surveying executives at over 300 leading marketing organizations across 11 industries highlights four opportunities for marketing leaders to move AI use beyond activity to accountability:

• Strengthen Governance: Nearly all marketers are using AI, but less than half can prove its value and only 31% have managed governance.
• Use AI More Meaningfully: 63% of top performers apply AI to five or more use cases (vs. 56%) and prove contribution through productivity gains.
• Build a Stronger Demand Engine: Just 24% have a mature demand generation engine, and only 26% generate more than 40% of their sales pipeline from marketing.
• Improve Confidence in Measurement: Although 56% use advanced attribution models, only 30% trust the accuracy of the results across Marketing and Sales.

Where AI Actually Moves Revenue in Today's Buyer Journey

The buyer journey is getting harder as costs rise and touchpoints multiply. Customer acquisition costs have jumped 60-100% since 2022, and buyers now complete 70% of their evaluations across 10 channels before ever engaging. With this shift, marketing teams need to think more strategically about how they use AI.

"Most marketing teams use AI to streamline campaign design or data interpretation, but stopping there leaves a lot of value on the table," said Savage. "AI should also shape the buyer experience, surface new prospects, highlight high-value customer groups and improve forecasting – the parts of marketing that actually drive retention and revenue."

Reach out today for a complimentary readout of the 2026 Revenue-Ready Marketing Organization Research results.

FAQ

• What is the Revenue-Ready Marketing Organization Research?
  • Alexander Group’s research is based on conversations with executives from 300+ companies across 11 industries. Research identifies what sets apart marketing organizations that can prove AI’s revenue value.
• What are the report’s key findings?
  • 96% of marketing organizations have adopted AI, yet only 41% can prove ROI and only 47% have managed governance.
• Why does this matter for marketing leaders now?
  • It is becoming more expensive and time-consuming to reach buyers. Acquisition costs have climbed 60–100% since 2022, and buyers now do most of their research across 10 channels before ever engaging. As marketing teams invest more in AI, they need clarity on where it drives profit and how to maximize the return on that investment.

Research Methodology

Alexander Group’s 2026 Revenue-Ready Marketing Organization Research is based on insights from 300+ companies across 11 industries including technology, manufacturing, media, life sciences, distribution, medical devices, business services, and financial services.

About Alexander Group

Alexander Group provides go-to-market consulting services to marketing, sales, service and talent leaders. With over 40 years of developing practical, executable solutions, we are singularly focused on helping commercial teams unlock their full potential and reach new revenue goals. With a robust network of offices, Alexander Group maximizes growth opportunities for our clients around the globe.