麦肯锡：2026年欧洲营销趋势报告：鉴往知来：营销核心的现代重构（英文版）

Our report reveals 94 percent of European marketing organizations are yet to advance their gen AI maturity, often hampered by cautious leadership, limited know-how, and scattered initiatives. But the 6 percent of marketing executives who describe their company’s use of gen AI as mature are reaping serious rewards: they have already seen 22 percent efficiency gains, which they often reinvest in growth, and expect gains to hit 28 percent within two years.