Key stat: 37% of AI initiatives in the UK and US are run by the CMO or another executive, and 26% by a marketing operations team, per a November report from Invoca.

Beyond the chart:

• Virtually all executives want to invest in AI, according to Slack’s Fall 2024 Workforce Index survey.
• Enterprise leaders plan to increase spending on AI at a faster rate than IT spending next year, per a study by Information Services Group.
• Two in three (66%) of US digital ad-buyers were either using AI or planning to use AI for ad personalization, per our September 2024 "US Retail Media Networks Perception" report.

Use this chart:

Marketers can use this chart to defend their own initiatives and to show that AI is often an element of marketing work.

Related EMARKETER reports:

• Tech Trends to Watch in 2025 (EMARKETER subscription required)
• Generative AI for Search in Retail (EMARKETER subscription required)

Note: Respondents were asked, "Who owns AI adoption in your organization?"

Methodology: Data is from the November 2024 Invoca "The State of AI in B2C Digital Marketing Report." 600 UK/US marketers were surveyed online during October 4-15, 2024. Respondents were ages 18+, full-time marketing employees in a position of manager or above with input related to software/technology vendor selection. Respondents include employees at B2C or both B2C and B2B companies with 100 or more employees.