July 9, 2026 Global Marketing & Branding News. Today’s issues curated by Soulpapa Marketing.
Analysis of conversations with hundreds of CMOs reveals rapid AI adoption speed, yet organizations that can explain ROI with concrete numbers are extremely rare
In an analysis of conversations with hundreds of CMOs, the adoption speed of AI tools is rapidly increasing across most organizations. However, organizations that can explain actual adoption outcomes through ROI are extremely rare, and a clear gap has been identified between adoption speed and the ability to demonstrate results.
The commonly cited cause of this gap was not excessive proliferation of AI tools themselves. The core issue was the lack of a system within organizations to substantively connect AI activities with business outcomes.
Organizations with a result-connection system become the standard in marketing practice, regardless of how quickly they adopt AI tools.
This article is excerpted from July 9, 2026 Brand Marketing Issues/News. Check out the daily marketing news briefing curated by Soulpapa Marketing.
Frequently Asked Questions
Our team also adopted multiple AI tools, but why aren’t the results visible?
It’s likely because there’s no system connecting AI activities to actual business outcomes, regardless of the number or speed of tool adoption. In the analysis of hundreds of CMOs, organizations that use AI heavily were completely different from those that could explain ROI. Before adding tools, you should first define ‘how does this AI activity impact business metrics?’
What system is needed to explain the ROI of AI marketing adoption to executives?
The key is to first establish a measurement structure within the organization that directly connects AI activities to business results. For example, you need a connection point where you can track how AI-generated content affects conversion rates or customer acquisition costs. Without this system, it’s difficult to explain results with concrete numbers to executives, no matter how many AI tools you use.
Insights from Soulpapa Marketing — Korea’s digital marketing agency.
Original Korean article: https://soulpapa.co.kr/2026/07/09/news-2026-07-09-%ec%88%98%eb%b0%b1-%eb%aa%85%ec%9d%98-cmo%ea%b0%80-%eb%a7%88%ec%bc%80%ed%8c%85%ec%97%90%ec%84%9c-ai%ea%b0%80-%ec%8b%a4%ed%8c%a8%ed%95%9c%eb%8b%a4%ea%b3%a0-%eb%a7%90%ed%95%98%eb%8a%94/
