B
Evidence Grade B
Graded
under review
Safe to Cite
Current
3%
3% -- roi demonstration rate for marketing directors demonstrating ROI from GenAI spend (2026)
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
3%
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
95
Source Trust
50
Citation Chain
90
Independence
30
Methodology
45
Freshness
83
Source
McKinsey
Primary
Tier A
https://mediakey.it/news/quando-lai-risponde-al-posto-tuo-chi-conta-i-clic/ ↗
Source Article
Quando l'AI risponde al posto tuo, chi conta i clic? - Media Key
di Emanuele Caronia, CEO Exelab
Solo l’1% degli utenti Google clicca su un link all’interno di una risposta generata dall’AI. Il dato viene dal Pew Research Center, istituto di ricerca indipendente statunitense, che a marzo 2025 ha tracciato quasi 69.000 ricerche reali di 900 persone: non opinioni r…
Original Research
McKinsey
· Original study ↗
Methodology
Data from McKinsey's State of Marketing 2026.
Methodology documented
Segmentation
Channelcommon_crawl
Cite this stat
Plain Text
marketing directors demonstrating ROI from GenAI spend: 3% roi demonstration rate. Source: McKinsey (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/marketing-directors-roi-demonstration
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<blockquote cite="https://lighthousedata.io/data/marketing-directors-roi-demonstration" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>3%</strong> -- roi demonstration rate for marketing directors demonstrating ROI from GenAI spend<br><small>Source: McKinsey (2026) · <a href="https://lighthousedata.io/data/marketing-directors-roi-demonstration" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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