Measuring the Return on Investment of AI in Marketing: A Multi Industry Study

Abstract

This study examines how organisations measure the return on investment of artificial intelligence in marketing across different industries. Drawing on a systematic literature review of peer reviewed journal articles, the study synthesises evidence on where artificial intelligence is deployed in marketing, which financial and non financial metrics are used, and how organisational capabilities shape outcomes. The review shows that artificial intelligence has evolved into a strategic marketing capability that supports granular segmentation, personalisation, dynamic pricing, and service automation, but that most studies still evaluate outcomes through intermediate indicators such as engagement, conversion, and satisfaction rather than audited financial returns. The findings highlight the central role of data infrastructures, cross functional integration, and clear strategic focus on artificial intelligence in translating technological investments into sustained market and financial performance. The paper concludes by outlining implications for managers seeking to justify artificial intelligence investments and for researchers aiming to design more rigorous, comparable frameworks for measuring artificial intelligence related returns in marketing.