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AI is leaving its footprint in the realms of marketing, security, and customer experience, based on a recent Google Cloud report. The report involved a survey of 3,500 senior leaders from global companies to identify a clear AI use case and assess whether these leaders observed a return on their AI investments.
Each participant in the survey represents a company with a minimum annual revenue of $10 million, at least 100 employees, and uses generative AI. A majority of respondents (55%) pointed to AI as a valuable marketing asset, aiding in tasks such as data analysis, content creation, and editing. Nearly 60% of executives in media and entertainment reported that AI had positively influenced their marketing strategies.
Executive leaders also highlighted AI’s utility in security. According to the report, AI security tools effectively counter cyber threats by auto-detecting unauthorized access and analyzing security incidents. Nearly half of the executives (49%) noted that AI contributed to enhancing cybersecurity. Within this group, 53% claimed that AI reduced the number of security incidents reported in their organizations.
AI also enhanced customer experience, as noted by the executives. Nearly 62% of leaders reported that AI allowed them to deliver improved customer service, up from 59% of respondents from a similar survey conducted in 2024. This year, three in four leaders observed a boost in customer satisfaction due to AI implementation.
The survey also aimed to determine whether AI offered a significant return on investment. Only 40% of respondents claimed that AI had directly impacted revenue growth, while 70% mentioned that AI had enhanced employee productivity.
Google Cloud’s VP of Global Generative AI, Oliver Parker, wrote that the report indicated that AI hype in organizations is calming down.
“The conversation has shifted to value,” he wrote.
The report’s conclusions contrast with last month’s research by MIT, which indicated that despite U.S. businesses investing up to $40 billion in AI collectively, the vast majority (95%) have not yet seen a return on these investments or any impact on their profits.
AI is making a mark in marketing, security, and customer experience, according to a new Google Cloud report, which surveyed 3,500 senior leaders at global companies to find a clear use case for AI — and figure out if leaders had seen a return on their AI investments.
Each leader surveyed works for a business that earns at least $10 million in annual revenue, has at least 100 employees, and leverages generative AI. The majority of respondents (55%) indicated that AI was a useful marketing tool, helping them with tasks like data analysis, content generation, and editing. Nearly 60% of executives at media and entertainment firms indicated that AI had a positive impact on their marketing efforts.
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