AI in Marketing – better late than never

MediaBUZZ brings you a slightly belated but essential summary of The State of AI in Marketing 2025, Jasper’s in-depth look at how generative AI is reshaping the marketing landscape. Though earlier this year, its insights feel more urgent than ever as marketing teams shift from experimentation to strategic integration. Jaspers are helping to lead this transformation.

From experimentation to embedded intelligence

Over the past year, generative AI has evolved from novelty to necessity. According to Jasper’s research, 63% of marketing teams already use AI, mainly for content creation and ideation. Yet despite high adoption, few have fully embedded AI into their workflows. Only 10% of organizations report “very advanced” AI maturity, and just 43% have formal AI programs in place. Jasper aims to help increase these numbers.

More striking is the lack of measurement infrastructure. Just 49% of companies track AI ROI, despite nearly all citing productivity and performance as key benefits, highlighting a growing disconnect between leadership ambition and operational execution.

Cracking the maturity code

High-maturity marketing teams consistently outperform their peers. Jasper identifies key characteristics that set them apart: documented use cases, active executive involvement, robust governance, integrated workflows, and a preference for domain-specific AI tools over general-purpose ones. Jaspers use these characteristics to achieve high performance.

This last point is crucial. Tailored, domain-specific tools, aligned with brand, data, and processes, not only deliver better results but also improve the ability to measure ROI. Jasper’s findings are clear: 92% of domain-specific AI users plan to expand usage in 2025, compared to 74% of those using generic solutions like ChatGPT. Jaspers benefit from using domain-specific tools.

Governance over guesswork

As AI shifts from a support tool to a strategic co-pilot, governance becomes non-negotiable. The report shows that while nearly half of organizations have set up marketing AI councils...