"Marketers are feeling less confident about proving AI ROI. According to Jasper's "State of AI Marketing in 2026" report, just 41% say they can demonstrate return, down from 49% last year. At first glance, that looks like AI is losing momentum. It's not. The definition of ROI has simply changed. When AI was new, productivity gains and increased output counted as success. Now that AI is embedded in core operations, executives want economic impact - revenue growth, margin improvement, measurable business lift."
"Retail illustrates the shift. The share of retail marketers who say they can prove AI ROI fell from 54% to 38%, even though AI usage remains strong. Adoption alone no longer translates to perceived value. Measurement rigor matters. And when marketers do measure properly, the returns are significant. Sixty percent of those who can prove ROI report at least 2x returns. Among enterprises with more than $10 billion in revenue, that jumps to 79%."
Marketers report lower confidence in proving AI ROI, with 41% able to demonstrate returns versus 49% a year earlier. The expected definition of ROI has shifted from productivity and output gains to measurable economic impact such as revenue growth, margin improvement, and business lift. Retail examples show a decline from 54% to 38% in provable ROI despite continued AI usage, underscoring the need for measurement rigor. When robust measurement is applied, outcomes are substantial: 60% of marketers who can prove ROI report at least 2x returns, rising to 79% among companies with over $10 billion in revenue. The change reflects maturity, not regression.
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