Marketing leaders face pressure to prove AI return on investment

A HubSpot study reveals that 91% of marketing leaders in Colombia feel moderate to high pressure to demonstrate the return on investment (ROI) for their artificial intelligence tools. Despite the rapid adoption of automated programs, many organizations face operational bottlenecks due to a disconnect between new technology and traditional reporting processes.

In Colombia, 57% of executives reported that they must still consolidate performance data and structure reports manually, a repetitive task that should theoretically be handled by AI systems. This reliance on manual data extraction reduces the time available for long-term strategic planning. While approximately 55% of companies in the country have integrated AI into their structures, inefficiencies in data flows and the lack of clear go-to-market strategies remain significant hurdles to effective automation.