The state of AI in marketing: 6 key insights from marketing leaders
Our first State of AI in Marketing report surveyed 155 marketers to understand how artificial intelligence is influencing content creation, workflows, KPIs, and future marketing investments.
Although AI adoption is increasing quickly, that does not always mean it is being used in the most effective way.
One of the biggest challenges facing marketers today is the lack of clear benchmarks and reliable data about how AI is actually being implemented. Because of this, many teams have been experimenting without a clear understanding of best practices.
To address this gap, we created our first State of AI in Marketing report. The goal is to provide chief marketing officers and other decision-makers with insights that can help guide smarter choices as AI continues to reshape the marketing landscape.
We asked eight key questions about generative AI in marketing to decision-makers and industry leaders based in the United States.
A total of 155 responses were collected, mostly from senior marketers, directors, and C-suite executives. Their insights reveal how marketing leaders currently view AI and how they are using it in their day-to-day operations.
While some organizations are achieving strong efficiency gains, others are facing challenges such as inconsistent output quality, difficulty maintaining brand voice, and legal or compliance concerns.
The whitepaper analyzes these responses across five major themes:
- The AI tools most commonly used by marketers
- The ways marketing teams are applying AI
- The results organizations are experiencing
- The obstacles they encounter
- Where companies plan to invest next
Whether you manage a marketing team or are building a long-term strategy, this report is designed to help benchmark your AI approach and support confident decision-making in a rapidly evolving industry.
6 key insights from the report
1. ChatGPT currently leads among AI tools
More than 83% of marketers reported that ChatGPT has improved their efficiency or effectiveness.
However, it is not the only tool being adopted. Platforms such as Gemini, Perplexity, Claude, and Canva AI are also widely used. Many marketers are building AI “stacks,” combining different tools to take advantage of the strengths of each platform.
2. Content creation shows the most noticeable impact
Among respondents, the strongest impact of AI in marketing has been in content-related tasks.
About 64.5% said AI has helped with content creation, while 43.9% reported benefits in both content optimization and idea generation.
Importantly, AI is not replacing human creativity. Instead, marketing teams are using it to accelerate workflows, improve efficiency, and overcome creative blocks while still relying on human insight for strategy and originality.
The report also outlines several other marketing functions where AI has delivered measurable value.
3. Time savings are the biggest improvement
The most commonly reported benefit of AI adoption was time efficiency.
Around 76.8% of respondents said saving time was the most significant improvement since integrating AI into their workflows.
By automating repetitive tasks, marketers are able to reclaim hours that can be redirected toward more strategic initiatives.
4. Limited impact on direct ROI metrics
Although AI clearly improves operational efficiency, its effect on strategic performance metrics remains less clear.
Indicators such as customer lifetime value, lead quality, and marketing attribution have not yet shown major improvements.
This suggests that while AI helps streamline processes, it does not automatically improve marketing outcomes without strong strategy and human oversight.
5. Output quality remains a major concern
More than half of respondents (54.2%) identified inaccurate, inconsistent, or unreliable outputs as the biggest limitation of AI in marketing.
This finding reinforces the need for careful human review when using AI-generated content in professional marketing environments.
6. Misinformation is the leading concern
The most common concern about AI adoption was not job displacement but the spread of misinformation.
A total of 62.6% of respondents said the risk of incorrect or misleading AI-generated content was their biggest worry.
This highlights how important trust, accuracy, and brand reputation remain when using AI in marketing campaigns.
The report also outlines other challenges marketers face when trying to integrate AI effectively.
Additional insights from the report
Where marketing leaders plan to invest
Decision-makers indicated that future AI investments will focus on areas where the technology has already shown measurable value.
The report details how organizations plan to allocate resources across analytics, customer experience, SEO, marketing attribution, and content production.
How teams are adapting to AI
The findings also reveal whether marketing teams are restructuring their organizations to accommodate AI tools and workflows.
Some companies are adjusting roles or introducing new processes to integrate AI more effectively.
Expected impact over the next year
One of the most insightful sections of the report examines how respondents believe AI will influence marketing over the next 12 months.
Many predict a surge in AI-generated content, which could flood the market and increase the importance of originality and quality.
Others expect major changes in search and potential shifts in job roles, particularly for professionals who fail to adopt AI technologies.
However, not all predictions are negative. Several marketers believe AI will help level the playing field for smaller businesses, improve access to advanced tools, and enable individuals to accomplish work that previously required larger teams.
The full report contains many additional perspectives and forecasts from industry professionals.
The 2025 State of AI in Marketing report
The marketing industry is currently experiencing one of its most significant transformations, and leaders are facing difficult strategic decisions.
This whitepaper aims to provide clarity on how organizations can move forward with AI adoption.
Inside the report, readers will find:
- Real-world insights into which AI tools marketers are currently using and how they combine them
- Analysis of where AI is transforming marketing and where it still falls short
- A clear overview of future investment priorities, including personalization and performance tracking
- Practical guidance on evaluating, implementing, and governing AI tools effectively
- Perspectives from marketing professionals navigating the challenges of AI adoption
FAQs
What is AI in marketing?
AI in marketing refers to the use of artificial intelligence technologies to analyze data, automate tasks, personalize campaigns, and improve marketing performance.
How are marketing leaders using AI today?
Marketing leaders use AI for customer segmentation, predictive analytics, content creation, ad optimization, and marketing automation to improve campaign effectiveness.
What are the biggest benefits of AI in marketing?
AI helps marketers analyze large datasets quickly, personalize customer experiences, improve targeting accuracy, and automate repetitive marketing tasks.
Which AI tools are commonly used by marketers?
Popular tools include platforms such as ChatGPT for content creation, HubSpot for marketing automation, and Salesforce Marketing Cloud for customer engagement.
How does AI improve customer personalization?
AI analyzes user behavior, preferences, and past interactions to deliver personalized messages, product recommendations, and targeted offers.
Can AI help improve marketing ROI?
Yes, AI can optimize campaigns by identifying high-performing strategies, predicting customer behavior, and allocating marketing budgets more effectively.
Is AI replacing marketing professionals?
AI is not replacing marketers but enhancing their capabilities by automating routine tasks and providing data-driven insights for better decision-making.
What challenges do companies face when adopting AI in marketing?
Common challenges include data quality issues, integration with existing systems, privacy concerns, and the need for skilled professionals to manage AI tools.
How does AI help with content marketing?
AI can assist with idea generation, drafting content, analyzing audience preferences, and optimizing content for search engines and engagement.
What role does data play in AI marketing strategies?
Data is essential for AI systems to learn patterns, predict outcomes, and deliver insights that support marketing decisions.
How can small businesses benefit from AI marketing tools?
Small businesses can use AI tools for automated email campaigns, chatbots, audience targeting, and performance analytics without requiring large marketing teams.
Does AI improve digital advertising performance?
AI-powered advertising platforms can automatically optimize bids, targeting, and creative elements to maximize campaign performance.
How important is ethical AI use in marketing?
Ethical AI use is critical to ensure transparency, protect consumer privacy, and avoid biased decision-making in marketing campaigns.
What skills do marketers need to work with AI?
Marketers benefit from understanding data analytics, marketing automation platforms, AI tools, and strategic interpretation of AI-generated insights.
Will AI continue to shape the future of marketing?
Yes, AI is expected to play an increasingly central role in marketing strategy, enabling deeper insights, smarter automation, and more personalized customer experiences.
