Only 6.5% of marketers measure AI ROI as adoption of AI agents surges to 51%, Basis survey finds
Optimixed.com
PPC Land
45
Research
TLDR
A Basis survey of 184 marketers shows ChatGPT adoption declining to 74.5%, Claude rising to 72.3%, and 51% now using AI agents—yet only 6.5% measure AI ROI against benchmarks.
Optimixed Overview
Optimixed's original report on this story.
PPC Land reports on a Basis survey finding that ChatGPT adoption among marketers has dropped to 74.5%, while Claude usage climbed to 72.3%, and over half of respondents (51.1%) are running AI agents. The survey highlights a significant gap: despite widespread AI adoption, only 6.5% of the 184 marketers surveyed actually measure AI returns against benchmarks, raising questions about whether automation deployment is outpacing validation of its impact.
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