MMA&凯度：2025年南非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|South AfricaAI 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 Organ

2、izational 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 f

3、rom 115 marketing and customer experience professionalsacross Trkiye,MENA and South Africa,reveals that organizations now demonstrate high awarenessof AI and have largely moved beyond the pilot phase into testing and scaling.South Africa stands out as the most advanced region with 62%reporting AI fa

4、miliarity and animpressive 53%already in the scaling stage of adoption.Strategic clarity is strong,reflected in 79%of companies having a defined or partially defined AIroadmap.Automation(82%),media performance(74%)and analytics(68%)are top priorities,supported by significant investment in production

5、(31%)and measurement(17%).South Africa also leads in impact tracking-82%measure efficiency gains,68%monitor ROI,and 50%measure margin improvements.Leadership urgency is the highest across markets at 79%,andalthough upskilling needs are also notable(69%),86%of organizations focus heavily on developin

6、ginternal talent,reinforcing the regions strong momentum in AI transformation.Executive SummaryAI Awareness and Adaptation LevelAI AdoptionStudy25TOTALSouth Africa010203040506070Somewhat involved,some familiarityVery familiar and involved34386662AI AwarenessQ.How familiar are you with how AI is used