# AI in communication: 70% of marketing leaders face ROI bottlenecks and high operating costs

A survey exposes the short-term mismatch in innovation investments, but market data point to a maturation window and significant gains after 12 months.

- Section: Future
- Published: October 19, 2026
- Address: https://ceoone.com.br/en/article/ai-in-communication-70-of-marketing-leaders-face-roi-bottlenecks
- Em português: https://ceoone.com.br/artigo/ia-na-comunicacao-70-das-diretorias-de-marketing-enfrentam-gargalos-de.md

![A typewriter with a sheet of paper that reads Artificial Intelligence](https://pub-b80e49b2737940b3ab5d3f20d0578192.r2.dev/artigos/ia-na-comunicacao-70-das-diretorias-de-marketing-enfrentam-gargalos-de-foto.webp)

Photo: Markus Winkler/Pexels

## Key points

- 70% of CMOs say generative AI has not yet significantly reduced communication and advertising costs.
- The money saved on production went to consultancies, API integration, cybersecurity and retraining teams.
- Gartner and Forrester say direct financial returns appear after 12 to 24 months of use; agencies are starting to charge per deliverable instead of per hour.

Despite the fast adoption of generative artificial intelligence tools in communication and advertising departments, 70% of CMOs say the technology has not yet significantly reduced costs in their operations. The figure reveals a clear mismatch between the initial expectation of budget optimization and the operational reality of major brands. Although automation has sped up workflows and scaled the production of visual and written assets, the indirect costs of implementation, software licenses and retraining teams keep operating expenses high in the early phase.

The shift to AI-based ecosystems has required a deep restructuring of capital allocation in marketing departments. Instead of cutting budgets right away, investment has been redirected to specialized consultancies, API integration and cybersecurity and data protection infrastructure. "The question becomes how to design intentionally for difference, not how to scale toward sameness," says Pats McDonald, global chief strategy officer at Dentsu Creative. In practice, the money saved on operational production is channeled into building data intelligence and strategic curation.

The difficulty of measuring return on investment also reflects the natural learning curve of the technology. Surveys by consultancies such as Gartner and Forrester indicate that, although qualitative efficiency gains appear in the first six months, hard ROI (direct financial gains and a sustainable reduction in customer acquisition cost) takes shape after 12 to 24 months of operational maturity. This time frame shows that the current situation is not stagnation, but the time it takes for technological infrastructure and human capital to reach the right synergy.

Another key point for consolidating results is the evolution of human oversight in maintaining brand safety and compliance. Generating automated content requires rigorous layers of legal validation and alignment with the companies' institutional identity. Far from being a permanent obstacle, this coexistence of algorithms and specialists speeds up the sophistication of in-house teams. "There is an even greater appreciation of what connects brands to people and to the concrete challenges of the business," says Bruno Honório, director of data and consumer insights at Dentsu Brasil.

The readjustment is also driving the evolution of commercial relationships between advertisers and agencies. The traditional model based on hours worked is giving way to partnerships focused on deliverables of value and business intelligence. Companies that move past the initial implementation phase begin to reap the benefits of a technology used not just to cut expenses, but as a strategic lever for personalization at scale, competitive differentiation and product innovation.

Far from being a final disappointment, the fact that seven in ten CMOs are still seeking financial balance signals that the market is entering a mature and promising phase. With the stage of superficial dazzle behind it, the convergence of governance, leadership retraining and realistic medium-term horizons paves the way for an unprecedented cycle of efficiency and value creation in companies.

## Sources and editorial notes

- Reference reporting: Meio & Mensagem, Dentsu Creative (CMO Report 2026), Gartner, Forrester, Harvard Business Review.

CEO ONE · https://ceoone.com.br