AI adoption in Polish marketing lacks productivity measurement

A study conducted by Constans in collaboration with the Polish Advertisers Organization reveals that while artificial intelligence is becoming widespread in Polish marketing departments, many companies struggle to measure its actual impact. Based on in-depth interviews with 34 marketing executives from 18 Polish enterprises and 16 global corporations, the research shows that 32 out of 34 companies report working faster due to AI.

Despite the increased speed, the scale of improvement remains largely unquantified. Only six organizations measured specific processes before and after AI implementation, and 18 companies do not measure the effects of AI usage at all. The most common applications include text generation (29 companies), graphic design (23 companies), and data analytics (21 companies).

The study also highlights that AI adoption is often driven by individual leaders. In 28 of the 34 companies, the marketing head personally uses AI as an assistant, and in 21 cases, the marketing leader is the primary force driving adoption within the organization. This trend comes amid declining marketing optimism in Poland, where leader optimism fell below 50 points for the first time in two years.