Introduction to AI in Marketing
AI is being rapidly implemented in the marketing industry, but its effectiveness is still a topic of discussion. The lack of clear benchmarks and data about AI usage has led to a sense of uncertainty among marketers. To address this issue, a report was created to provide insights and help chief marketing officers make informed decisions.
The State of AI in Marketing Report
The report is based on a survey of 155 U.S.-based decision-makers and leaders in the marketing industry. The survey asked eight key questions about generative AI in marketing and provided fresh insights into how industry leaders perceive AI and its current usage. The report presents the responses broken down into five core themes:
- Which AI tools are most broadly adopted among marketers
- How marketers are using AI
- The results they’re seeing
- The challenges they face
- Where they plan to invest next
Key Findings from the Report
The report highlights six key findings:
1. Dominance of ChatGPT
Over 83% of marketers said ChatGPT has positively impacted their efficiency or effectiveness. However, other tools like Gemini, Perplexity, Claude, and Canva AI are also making their mark.
2. Impact of AI on Content
The most impact of AI in marketing is seen in content creation, with 64.5% of respondents experiencing value in this area. AI is augmenting human creativity, speeding up content creation, and optimizing it.
3. Time Savings
The majority of respondents (76.8%) cited time savings as the biggest improvement since adopting AI. Marketers are gaining hours back to focus on more strategic work.
4. Lack of Direct ROI-Linked Results
While operational efficiency is clearly impacted, strategic metrics like customer lifetime value, lead quality, and attribution remain largely unchanged. AI is streamlining how marketers work, but not necessarily improving what they deliver without human oversight.
5. Output Quality Concerns
More than half (54.2%) of respondents identified inaccurate, unreliable, or inconsistent output quality as the biggest limitation in using AI for marketing. This highlights the need for human oversight to produce marketing-ready content.
6. Misinformation Concerns
The most cited concern about AI’s rise in marketing is the risk of misinformation, with 62.6% of respondents flagging it as their top worry.
Future Investments and Restructuring
Marketing decision-makers are prioritizing AI investments in areas where value has already been proven, such as analytics, customer experience, SEO, marketing attribution, and content production. The report also indicates whether and how respondents restructured to accommodate AI within their organization.
Biggest Impact of AI in the Next Few Months
Respondents foresee a content explosion, a reshaped search industry, and reduced roles, with an emphasis on those who don’t embrace AI getting left behind. However, some marketers believe AI will level the playing field for small businesses, increase access to high-quality tools, and empower individuals to do the work of many.
Conclusion
The report provides a real-world look at what tools marketers are using now and how they’re stacking them. It offers insights into what areas of marketing AI are transforming and where it’s still falling short. The report also provides actionable recommendations for how to evaluate, deploy, and govern AI effectively. By downloading the full report, marketers can make confident decisions in their AI implementation strategy and navigate the challenges and opportunities of AI in marketing.