Among CMOs and marketing teams using GenAI, 93% and 83% respectively report ROI. "GenAI has officially moved from hype to essential marketing infrastructure," said Jenn Chase, Chief Marketing Officer and Executive Vice President at SAS. "With 85% of marketing teams actively embedding GenAI into daily workflows—the technology is no longer a pilot project but a core driver of marketing transformation. Today, 62% of marketers report a strong understanding of GenAI and its business impact, up from just 50% in 2024. Strategic commitment is also on the rise with 93% of marketing teams now budgeting for GenAI through 2026.