25% of Marketers Report Improved Lead Generation due to AI

A recent survey from Kaltura (NASDAQ: KLTR) found that 25% of marketers using AI tools reported a positive impact on lead generation. A further 41% noted an increase in leads generated that could be attributed to AI. At a broader level, 84% of marketing teams are seeing value from AI, with 69% having at least one paid AI service.

These findings come during a time of wide-ranging adoption of AI across sectors. According to Lisa Bennett, Kaltura’s EVP of Marketing, “The fact that frequent users of AI tools are reporting measurable impact on key metrics such as content creation and lead gen this early in the era of AI shows that the true scale of change has yet to be realized. However, it’s critical that we understand how marketers and others are using AI so that we can continue to build tools that best support their growing range of use cases and needs as they navigate the unchartered power of AI.” Despite the increased popularity of AI, 17% of respondents currently see little to no value in AI tools, while 71% viewed them as “somewhat” valuable. Concerns regarding data security, privacy, and integration with existing systems were the primary drivers of skepticism among the marketers surveyed.