What it is
Jasper, a vendor of AI software for marketing, with the survey run by the research firm Benchmarkit. Second annual edition, partly sourced from Jasper’s own customer base.
Respondents were mostly mid-market and enterprise marketers in North America, a quarter of them C-level. Adoption reached 91% of marketing organizations, up from 63% a year earlier. The share able to measure return fell to 41% from 49%, and among those who can, most report at least double their investment. CMOs are far more confident about return than their individual contributors: 61% against 12%.
The top reason marketers are not scaling AI is now legal, compliance and brand review, at 27%, up from 8% a year earlier. 65% of teams have a named role for designing or managing AI workflows, formal or informal. On tools, 51% say AI has extended their stack rather than simplifying it.
What marketing teams should take from it
- Review has become the bottleneck, which is where chapter 1 starts, with a fast draft and slow checking.
- Named AI workflow owners exist in most teams already. The open question in finding 04.1 is how far past that one person the change has spread.
- The gap between what CMOs and their teams believe about return is the same shape as the readiness gap in finding 04.4.
- A vendor survey, partly from its own ecosystem, whose findings favor marketing-specific tools, which is its category.
Where to start
Use the 91% adoption figure to close the “should we use AI” conversation and move to which tasks get finished. Put the 27% review blocker beside your own review cycle time and ask legal for a defined turnaround for AI-assisted work.
Check which of its eight return measures you actually report. If it is only hours saved, add one that sales or the CFO would recognize.
Keep in mind
Vendor-authored with partial sourcing from its own customers, self-rated maturity, and a largest-company cut of only a few dozen respondents.