MMA&凯度：2025年土耳其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.AI AdoptionStudy25AIMMA AI Adoption Study|Trkiye 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 Organizatio

2、nal 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 AdoptionStudy25The AI Adoption Study,based on insights from 11

3、5 marketing and customer experience professionals acrossTrkiye,MENA and South Africa,reveals that organizations now demonstrate high awareness of AI and havelargely moved beyond the pilot phase into testing and scaling.Trkiye shows strong readiness,with 72%of respondents indicating AI familiaritythe

4、 highest across allregions-and 46%of organizations already scaling AI initiatives.Strategic alignment is solid,with 64%having a vision or roadmap supported by leadership.Core prioritiesinclude automation(54%),insights and analytics(64%),customer experience(56%)and media productivity(46%),while resou

5、rce allocation reflects a balanced investment in production(29%)and strategic planning(27%).Measurement maturity is moderate,with 67%tracking efficiency improvements and 54%monitoring marketingeffectiveness,though margin tracking is still limited(17%).Employee concerns center on training needs(65%)a

6、nd regulatory uncertainty(40%).Trkiye distinguishes itself by exploring alternative talent strategies andplacing strong emphasis on upskilling(88%)as the primary engine of AI capability development.Executive SummaryAI Awareness and Adaptation LevelAI AdoptionStudy25AI AwarenessQ.How familiar are you