AI is being implemented rapidly, but that doesn’t mean it’s being used effectively.
There is a lack of current clear benchmarks and data on AI usage, which means everyone is operating in the dark.
This will now create the first state of AI in your marketing reports. This will give Chief Marketing Officers and Marketing Makers insights to make better informed decisions as they navigate the rapidly changing developments of the industry.
We asked eight important questions about generating AI in marketing to select US-based decision makers and leaders.
We received 155 responses, mainly from senior marketers, directors and C suites, providing fresh insights into how industry leaders perceive AI and how they are using it now.
While some marketers unleash the great benefits of efficiency, others struggle with poor production quality, inconsistent brand voice and legal uncertainty.
Our white paper presents responses categorized into five core themes.
AI tools are the most widely adopted among marketers. How marketers use AI. The results they see. The challenges they face. They plan to invest next.
Whether you lead your team or build a roadmap, the report is designed to help you benchmark AI strategies to make confident decisions as the industry moves at an unprecedented pace.
Six important findings from the report
1. ChatGPT currently dominates the tools
Over 83% of marketers said ChatGPT had a positive impact on efficiency and effectiveness.
But it’s not the only player. Tools like Gemini, Prperxity, Claude and Canva AI are also marked. Many marketers have assembled AI “stacks” that combine different strengths between platforms.
2. Content has seen the most concrete impact from AI
Naturally, the biggest impacts in marketing so far have been the most impact among our respondents. Content has experienced 64.5% value in content creation, 43.9% in content optimization, and 43.9% in idea generation.
However, AI will not replace creativity. It’s augmenting it. Marketing teams use tools to speed up, optimize and break through creative blocks, not to replace human insights.
The report also shares other important areas where AI has brought the most value to its research audience.
3. Time savings were the most improved results
The majority of respondents (76.8%) cited time savings as the biggest improvement since adopting AI.
To improve productivity and efficiency, marketers are spending more time and moving into more strategic work.
4. Lack of results related to direct ROI
Operational efficiency is clearly affected, but strategic metrics such as customer lifetime value, lead quality and attribution have remained largely unchanged.
In other words, AI streamlines the way we work, but it doesn’t necessarily improve what we offer without human surveillance and sound strategies.
5. Output quality remains our biggest concern
Over half of respondents (54.2%) identified inaccurate, unreliable, or inconsistent output quality as the biggest limitation of using AI for marketing.
This highlights a central theme that still requires considerable human surveillance to create marketing-enabled content.
6. Incorrect information is the number one concern
The most cited concern about the rise in AI marketing was not unemployment. It was a risk of misinformation.
A complete 62.6% of respondents flagged AI misinformation as the biggest concern, revealing the importance of trust, accuracy and reputation of AI-powered content.
The report also highlights other areas of concern that marketers experience limitations and inefficiencies.
More important findings from AI reports
Marketing leaders plan to invest in these key areas
Marketing decision makers surveyed prioritize AI investments when value has already been proven. This report categorizes, among other areas, how many investments across analytics, customer experience, SEO, marketing attributions, or content production.
How Marketing Leaders Rebuild their Teams
The report’s findings show whether and how respondents were restructured to accommodate AI within the organization.
What will be the biggest impact in the next few months?
Perhaps the most insightful section is where respondents have thought about AI’s biggest impact on marketing for the next 12 months.
Many people are hoping for an explosion of content. There, the market is filled with AI-generated assets, raising standards for originality and quality.
Others foresee a restructured search industry and a decline in roles, focusing on people who don’t accept that AI is left behind.
But not all predictions are negative. Some marketers believe that AI can level the arenas for small businesses, increase access to high-quality tools, and allow individuals to do more work.
You can find more comments and predictions in the complete report.
The state of AI in 2025 Marketing Reports will help to shed light
It is one of the most challenging times facing our industry right now, with marketing leaders making decisions that are difficult to make.
Hopefully, this paper will help clarify how and where leaders can move forward.
In the report you can find:
Let’s take a real-world look at the tools marketers are using now and how they stack up. Insights into which areas the marketing field of AI is changing and where it is still lacking. From personalization to performance tracking, a clear view of future investments. Practical recommendations on how to effectively evaluate, deploy and manage AI. A perspective from a marketer navigating AI challenges.
To make your decisions with confidence in your AI implementation strategy, download the full AI in Marketing Research Report.
Featured Image: Paulo Bobita/Search Engine Journal
