B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
40%
40% -- share of marketers using defined ai kpis for marketing professionals (2026)
40% of marketing professionals are using defined KPIs specifically for their AI solutions.
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
40%
Unit
Percentage
Data Vintage
2026
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
60
Independence
30
Methodology
45
Freshness
95
Source
Basis Technologies
Primary
Tier B
https://basis.com/blog/achieving-and-demonstrating-roi-on-ai-in-marketing ↗
Source Article
How to Measure AI Marketing ROI in 2026: The Real Framework - Nicola Ziady
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BLUF: Your AI spend is going up. Your ability to prove it’s working is going down. That gap exists because you’re measuring at the wrong layer – cost savings and hours saved – while leadership is asking about revenue and pipeline.…
Original Research
Basis Technologies
· Original study ↗
Methodology
Basis Technologies analysis
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
marketing professionals: 40% share of marketers using defined ai kpis. Source: Basis Technologies (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/marketers-defined-ai-kpis
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<blockquote cite="https://lighthousedata.io/data/marketers-defined-ai-kpis" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>40%</strong> -- share of marketers using defined ai kpis for marketing professionals<br><small>Source: Basis Technologies (2026) · <a href="https://lighthousedata.io/data/marketers-defined-ai-kpis" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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