The AI strategy gap: Why 40% of marketers don’t expect ROI before 2030

Why are 40% of marketers not expecting ROI from AI until 2030, and what does that reveal about the AI strategy gap in marketing? In this episode of the CIM Marketing Podcast, host Ben Walker is joined by Jemma Conner, Associate Director at YouGov, Jamie Credland, CEO of World Media Group, and James Delves, Head of PR and External Affairs at CIM to unpack new CIM research on AI in marketing. Together, they explore why larger organisations are racing ahead with AI, why SMEs are struggling to see returns, and why Gen Z is actually the most sceptical generation when it comes to AI-generated content. The panel dig into the trust penalty of poor AI use, the risks of over-automation and job cuts, and what an AI‑fluent, future-ready marketing team should look like over the next 18 months. You’ll also hear why AI is supercharging back-office efficiency but creating real anxiety in front-office, customer-facing work. In this episode, you’ll learn: How to balance innovation with risk, from governance frameworks to choosing the right tools (not just the biggest LLMs) Why the public wants much tighter regulation of AI-driven advertising, and what that means for marketers How to use AI to enhance human creativity, not replace it, and build a team that works more like a high-performing newsroom than a content factory If you’re a marketing leader, strategist, or practitioner trying to use AI without losing creativity, trust, or differentiation, this episode gives you research-backed insight and practical direction on what to do next. Want to know more? Check out the CIM Content hub now for all things marketing: https://www.cim.co.uk/content-insights/ Thanks for listening to this episode. You can share your thoughts and feedback in our survey below, or contact us at [email protected] Survey: https://bit.ly/4tsKmiu #podcast #ai #leadership #innovation #marketing #strategy 0:00 – Why 40% of marketers don’t expect AI ROI 3:41 – How marketers are really using AI right now 6:01 – Back office boost, front office fear: the AI split 11:16 – Gen Z vs AI: why young consumers don’t trust it 15:16 – The AI strategy gap: budgets without a skills plan 24:44 – Samey brands, AI slop and the trust penalty 31:18 – Data, privacy and who pays for AI mistakes 47:10 – Inside the AI‑native marketing team of the next 18 months