Marketers Increase AI Use But Struggle ROI

Jasper's "The State of AI in Marketing 2026" survey of 1,400 marketing professionals at the end of 2025 finds 91% now use AI, up from 63% a year earlier, but only 41% can demonstrate ROI, down from 49%. The report highlights hours saved as the top ROI metric and growing governance, hiring, and measurement gaps that could impede scaling despite 95% planning to increase AI spend in 2026.