---
title: "Only 6% of marketers say AI delivers significant returns: Bain study — Marsanne Studio AI watch"
description: "According to Bain, only 6% of marketers believe AI significantly improves their performance."
url: "https://marsanne.studio/en/ai-watch/only-6-of-marketers-say-ai-delivers-significant-returns-bain-0d27dc/"
lang: "en"
---

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Data study · 30 September 2026

# Only 6% of marketers say AI delivers significant returns: Bain study

**Publication**

Business Insider (United States) · subscribers only

**Author**

[Lara O'Reilly](https://www.businessinsider.com/author/lara-oreilly)

**Published on**

30 September 2026 · read in the page structured data

## Summary

A Bain study, relayed by CMO Insider and cited by Business Insider, indicates that only 6% of marketers consider that their AI investments have a major impact on performance. According to the research, most marketing professionals are still waiting to see the concrete effects of their AI investments.

Summary based on the article's title and standfirst, as the text is not accessible.

[Read the article on Business Insider →](https://www.businessinsider.com/bain-research-marketers-not-seeing-ai-performance-impact-2026-9)

## Figures cited

-   6 %
    
    share of marketers reporting that AI has a major impact on performance
    
    marketers, Bain study
    
    > « Only 6% of marketers say AI is paying off in a big way: Bain »
    
    Source: Bain
    

## Classification

**Country**

Worldwide scope

**Company size**

All sizes

**Industries**

Media, communications, marketing

**Companies**

Bain (study author)

**Keywords**

marketing, return on investment, ai adoption, performance, studies and barometers

Entry written by Marsanne Studio from the cited article, with the help of an AI model (claude-sonnet-5). The rights to the article and its illustrations belong to Business Insider and its author. Entry translated from French by Claude Sonnet 5.5.