Gartner®: AI Use-Case Assessment for Marketing

As AI agents and Gen AI redefine the boundaries of what’s possible, CMOs are under increasing pressure to move beyond experimentation and deliver measurable business outcomes.  

The challenge lies in execution. With dozens of potential applications, from customer journey orchestration to automated content development, where should your team focus first?

Gartner’s research plots the most prominent AI use cases against value and feasibility, helping marketing leaders prioritize investments and drive more informed conversations with IT and cross-functional stakeholders.

Key insights:

• Strategic evaluation: Review 20 marketing-specific use cases across Gen AI and AI agents.

• Prioritization framework: See how use cases compare against business value and implementation feasibility.

• Measurable outcomes: Identify which investments support business goals while balancing innovation with organizational readiness.

^{GARTNER is a trademark of Gartner, Inc. and/or its affiliates. All rights reserved.}

^{*Source: Gartner, AI Use-Case Assessment for Marketing, Nicole Greene, Andrew Frank, Alan Lopez, March 5, 2026.}

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