Invoca’s latest study reveals 80% of B2C marketers say AI tools exceeded ROI expectations in 2024
Invoca’s newest State of AI in B2C Digital Marketing Report offers a compelling look at AI’s transformative influence on the industry in 2024. A standout finding? 80% of marketers say AI tools have exceeded their return on investment (ROI) expectations. Based on responses from 600 U.S. and U.K. marketers, the report shines a light on how AI is no longer just a curiosity—it’s driving real growth and change in the field.
As AI tools continue to enhance productivity and streamline repetitive tasks, executives are increasingly stepping in to steer the ship. This year, 37% of respondents say AI implementation is under executive oversight—a jump from just 18% last year. It’s clear that CMOs and top-level leaders are now the architects of AI adoption, prioritizing the tools that deliver meaningful boosts to revenue.
The report also highlights a shift in how marketers view AI’s effect on jobs. Over half (57%) believe AI will generate more positions than it eliminates, showing a 7% increase from last year. This uptick reflects growing confidence in AI’s role as a job creator, especially as it allows professionals to focus on more strategic, high-impact work. Additionally, 54% predict AI will have a “very positive impact” on their organizations.
However, despite the clear benefits, some challenges still linger. Data security remains a sticking point for many organizations, especially smaller ones, which are wary of sharing sensitive information with external AI systems. Additionally, concerns about transparency in AI tools underscore the need for secure, reliable AI models that businesses can trust.
Invoca’s Chief Marketing Officer Peter Isaacson underscores the urgency of embracing AI: “The real risk for marketers isn’t AI taking their jobs—it’s being left in the dust if they don’t adopt it. Marketing leaders need to prioritize AI tools that will have a significant impact on revenue.”
Large companies are solidifying their lead in AI expertise, with 60% of marketers in firms with over 1,000 employees now identifying as AI experts. This represents a major shift from previous years, when smaller organizations led the pack. Even at the managerial level, AI knowledge is spreading—43% of managers now describe themselves as AI-savvy, up from 32% last year.
For many marketers, AI skills have become essential for career progression. In 2023, 8% of respondents felt AI skills weren’t critical for their future. This year, that number has dropped to zero. Marketers lacking AI skills are increasingly worried about being seen as outdated or vulnerable to layoffs, and nearly all respondents expect AI experience to be a major hiring factor in 2025.
As Invoca’s report shows, the AI-driven transformation is just beginning. With 95% of marketers planning to boost AI spending in 2025, the future of marketing is bound to look very different—and more efficient—thanks to AI.