#Hashtags, The Gartner Marketing & Communications Podcast Pushing Your AI Sprint to a Marathon
Mar 5, 2025
Nicole Greene, VP Analyst at Gartner for Marketers, and Alexandra Bellis, Director of Quantitative Analytics at Gartner, dive into the transformation of AI from experimentation to strategic asset in marketing. They discuss the gap between AI spending and actual benefits, the evolving stages of AI in enhancing productivity and personalizing experiences, and the importance of aligning AI initiatives with business goals. The duo emphasizes the necessity for a balanced investment in AI tools versus human resources and the proactive approach needed to tackle AI-related challenges in communications.
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AI Spending vs. Measurement
- Organizations are spending an average of $1.9 million on AI, with 40% spending $1 million or more.
- However, only 20% consistently measure the benefits of these initiatives.
Focus on Individual Productivity
- Half of enterprise GenAI initiatives focus on individual productivity augmentation, using readily available vendor solutions.
- This approach prioritizes short-term gains over strategic, enterprise-level transformation.
Evolving Tech Expectations
- Nicole Greene's children illustrate changing tech expectations: they struggle with non-touchscreen computers.
- Similarly, consumer AI experiences shape expectations for enterprise AI, even though the contexts differ significantly.