MMA&凯度：2025年中东及北非地区营销与客户体验领域AI应用研究报告（英文版）（27页）.pdf

1、Insights into AI applications in Marketing and CX.AIMMA AI Adoption Study|MENAAI AdoptionStudy25 Kantar 2025|AIAIWhat well cover today1.Scope of the Study 2.AI Awareness and Adaptation Level3.AI Application Areas and Goals4.Measuring the Impact and Success of AI5.Leadership,Culture and Organizationa

2、l Readiness6.Concerns,Obstacles and Information Sharing7.Training,Skills and Future PlansAI AdoptionStudy25115CMOs&TopMarketing Executives34South Africa42MENA39Trkiye Questionnaire:September 29|Fieldwork:4 Weeks|Reporting:November 3 AI AdoptionStudy25Executive SummaryThe AI Adoption Study,based on i

3、nsights from 115 marketing and customer experience professionalsacross Trkiye,MENA and South Africa,reveals that organizations now demonstrate high awareness ofAI and have largely moved beyond the pilot phase into testing and scaling.The MENA region demonstrates steady progress in AI adoption,with 6

4、4%of respondents indicatingstrong or moderate familiarity and 40%already operating in the scaling phase.Leadership commitment is the highest among all regions,with 90%showing clear prioritization andreadiness to accelerate AI efforts.AI goals concentrate on automation(57%),media productivity(55%)and

5、 advanced analytics(52%),whileimpact measurement shows moderate maturity50%track efficiency gains and 68%measure marketingeffectiveness.Key concerns include regulatory compliance(49%),employee upskilling needs(59%)and generaluncertainty about AIs implications.Despite these challenges,82%of companies

6、 prioritize upskilling overhiring,signaling a strong longterm commitment to developing local AI capability.AI Awareness and Adaptation LevelAI AdoptionStudy25AI AwarenessQ.How familiar are you with how AI is used in your organization for marketingand customer experience related initiatives?Base:Tota