Zeta Global published a Forrester Consulting Opportunity Snapshot on June 16, 2025, titled 'It’s Time to Get Serious About AI’s Business Value,' which found that while many marketing organizations are implementing AI, most are in early stages of scaling it effectively. The study, based on a survey of 300 North American marketing technology decision-makers, revealed that 62% describe their current AI deployment as 'limited' or 'moderate.'
Marketing decision-makers expect AI to deliver tangible outcomes, including increased ROI (64%), higher customer retention (63%), and revenue growth (58%). This signals strong confidence in AI as a strategic lever, even as execution lags intent, reinforcing the critical need for robust data, skills, and systems to scale AI effectively.
David A. Steinberg, CEO of Zeta Global, stated that marketers need practical, scalable ways to translate AI into better performance, which is the potential of an agentic future. The study validates Zeta's focus on providing tools that predict actions and simplify execution, highlighting the market's demand for solutions like Zeta's AI-powered platform.
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