98% of marketers use AI, only 6.5% measure its ROI against a benchmark
petesena · x · 2026-10-29
Basis's "AI and the Future of Marketing" report (184 marketing pros, 2026) exposes a usage-vs-measurement gap:
- Use: 98.4% use generative or agentic AI at work
- Measure: only 6.5% measure AI ROI against benchmarks; 65.1% don't measure it or don't know who does
- Quality: 76.6% say AI content falls short of human work
The author compares this to buying gym memberships and never stepping on a scale, and suggests assigning each AI tool one target metric with a baseline, plus a named owner for AI ROI.
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