AI and marketing: What the stats show

Using surveys from the last six months, we’ve added a section on AI adoption in marketing and updated the section on marketers’ attitudes.

There is a lot of talk about AI’s impact on digital marketing, but you need data to know if that talk is accurate. While there is a lot of data about it available, much is at least two years old. The speed of AI evolution since ChatGPT was unveiled in 2021 means those statistics are only good for showing how much things have changed.

Here is the most recent data about marketers’ attitudes toward and use of AI.

AI adoption in marketing

• 94% of organizations use AI to prepare or execute marketing. (Epsilon)
• 69% of marketers had already integrated AI into their marketing operations in 2024. (influencerHub)
• 88% of marketers rely on AI in their jobs. (SurveyMonkey)
• 85% of marketers use AI writing tools or content creation tools. (CoSchedule)
• 63% of marketing teams use generative AI. (Jasper)
• 78% of those using generative AI say it’s having a positive impact. (Jasper)
• 78% of marketing teams started using generative AI in 2024. (Jasper)
• 71% use gen AI weekly or more. (AMA) 
• Nearly 20% utilize gen AI daily. (AMA) 
• 20% of go-to-market professionals use AI every day, 29% use it weekly. (ZoomInfo) 
• 56% of marketers say their company is taking an active role in implementing and using AI. (SurveyMonkey) 
• 32% of marketing organizations have fully implemented AI. (SurveyMonkey)
• 96% of marketers have fully or partially integrated AI into marketing strategies. (Epsilon)
• 38% of marketers feel they’ve fully integrated AI. (Epsilon)
• 43% of marketing organizations are experimenting with AI. (SurveyMonkey)
• 85.8% of marketing professionals plan to increase the use of AI in the next 36 months. (CoSchedule) 
• 9 out of 10 marketers are set to ramp up AI integration in 2025. (CoSchedule) 
• 79% of companies plan to expand AI adoption in 2025. (Jasper) 
• 91% of agencies use AI technologies. (NinjaCat) 
• 63% of agencies use AI extensively, while 28% say more limited usage. (NinjaCat) 
• 73% of marketing teams use GenAI. (Demand Gen Report)
• 75% of those not currently using AI plan to adopt it within the next year, (Epsilon)
• 3.9% of companies are unwilling to integrate AI. (CoSchedule) 

Marketers’ attitudes towards AI

• 69% of marketing professionals are excited about AI technology and its impact on their jobs. (SurveyMonkey)
• 17% are excited and worried about AI’s impact on their job. (SurveyMonkey) 
• Nearly 75% feel AI gives them a competitive advantage. (CoSchedule) 
• 55% have high levels of trust in AI content and insights. (CoSchedule) 
• 87.% are not skeptical of the accuracy of AI content. (CoSchedule) 
• 60% are very optimistic about where their industry is headed. (SurveyMonkey) 
• 1% are very pessimistic about the direction of their industry. (SurveyMonkey) 
• Nearly 60% fear AI could replace their roles. (InfluencerHub)
• 72% of agencies use AI to support and enhance human tasks, 25% use AI to replace certain roles or functions. (NinjaCat)

Employment concerns 

• 59.8% fear AI could jeopardize their employment, vs. 35.6% in 2023 (InfluencerMarketingHub)
• 47% say AI will eliminate more jobs than it creates in the next three years, a 7 percentage point jump from 2023. (Marketing AI Institute)

Belief AI will eliminate jobs, by employees’ place in the organization: (Marketing AI Institute)

• 50% of Executives (CEOs/Presidents, CMOs, and Other C-suite executives)
• 39% of Managers 
• 40% of Entry level

Use concerns

• 60% are concerned AI content could harm brands through biases, plagiarism and value misalignment. (Synthesia)

Marketers top three concerns about AI in general (Salesforce):

1. Accuracy and quality
2. Trust
3. Job loss

Marketers’ top three concerns about generative AI (Salesforce): 

1. Data exposure or leakage
2. Lack of necessary data
3. Lack of strategy or use cases

Marketers’ use of AI

• 85% of B2B marketers use gen AI, 76% are satisfied or very satisfied with the results. (Pipeline360)
• 99% are personally using AI in some fashion. (Marketing AI Institute)
• 69.1% have integrated AI into marketing operations. (InfluencerMarketingHub)
• 36% have AI infused into daily workflows, vs. 29% in 2023. (Marketing AI Institute)
• 15% “couldn’t live without AI” vs. 6% in 2023. (Marketing AI Institute)
• 24% say customer service AI is most helpful for their business. (Synthesia)

Marketers’ top AI use cases: (Salesforce)

1. Automating customer interactions
2. Generating content
3. Getting performance analytics

The most common uses of gen AI by marketers: (Salesforce)

• Basic content creation (76%)
• Writing copy (76%)
• Inspiring their creative thinking (71%)
• Analyzing market data (63%)
• Generating image assets (62%) 

Level of understanding of gen AI (Marketing AI Institute)

• Intermediate: 61% vs. 54% in 2023. 
• Advanced: 16%  vs. 11% 2023 

Implementation

• 32% of marketing organizations have fully implemented AI. (Salesforce)
• 43% of marketing organizations are experimenting with it. (Salesforce)
• 51% are either piloting or scaling AI vs. 42% in 2023. (Marketing AI Institute)
• 42.2% say GenAI has led to transformative changes in marketing strategies. (InfluencerMarketingHub)
• ~70% report technical challenges with AI marketing software: integration, compatibility, steep learning curve. (InfluencerMarketingHub)

Barriers to adoption

• 71.7% of non-adopters say lack of understanding is main barrier vs. 41.9% in 2023. (InfluencerMarketingHub)
• 67% say lack of education and training is the top barrier vs. 64% in 2023. (Marketing AI Institute) 
• 23% say organization has AI education/training for the marketing team. (Marketing AI Institute)
• 39% of marketers don’t know how to use gen AI safely. (Salesforce)
• 43% say they don’t know how to get the most value out of gen AI. (Salesforce)
• 54% say gen AI training programs are important for successfully using it in their role. (Salesforce)
• 70% say employer does not provide gen AI training. (Salesforce)