Key stat: Only 10% of marketing executives worldwide have fully integrated generative AI (genAI) into their regular marketing processes, according to a July 2024 survey from SAS conducted by Coleman Parkes Research.

Beyond the chart:

• Marketing executives’ top three concerns about genAI include data privacy (indicated as a concern by 61%), security (61%), and governance (48%), per the same survey.
• There will be 100.1 million genAI users in the US this year, representing nearly one-third (32.6%) of internet users, per our forecast.

Use this chart: Marketers can use this chart to benchmark their genAI adoption and discuss potential hurdles to full-scale deployment.

Related EMARKETER reports:

• How CMOs Are Using AI to Transform Their Strategies (Subscription required)
• Generative AI for Advertising and Media Strategy (Subscription required)

Methodology: Data is from the September 2024 SAS report titled "Marketers and GenAI: Diving Into the Shallow End" conducted by Coleman Parkes. 300 marketing executives at companies with 500+ employees were surveyed worldwide during July 2024. The survey was conducted in Australia, Belgium, Brazil, Canada, China, Denmark, Finland, France, Germany, Ireland, Italy, Japan, Luxembourg, Mexico, Netherlands, Norway, Poland, Saudi Arabia, Spain, Sweden, United Arab Emirates, the UK, and the US.