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The State of AI in Marketing 2025
Empower your team with the AI trends, tactics, and technologies driving the next era of marketing
About the research
Generative AI is reshaping marketing at every level—but how are best-in-class marketers actually using it? We surveyed 500+ marketers to uncover where AI is driving real results, where it’s falling short, and what that means for your strategy. Get the insights you need to stay competitive, maximize AI’s impact, and avoid common pitfalls.
Get the exclusive insights
AI adoption in marketing is growing fast.
63
%
of marketers are already using genAI in their marketing and another 27% are evaluating genAI in the next 6 months.
There's huge potential, and we're already seeing early wins...
The top benefits of AI include:
Increased productivity
Improved marketing ROI
Increased job satisfaction
But half of marketers aren’t seeing the ROI
Only 49% of marketers currently measure the ROI of their AI investments, but another 22% plan to in 2025
49
%
measure AI ROI
22
%
plan to in 2025
For $1B+ revenue companies,
output quality
and
brand governance
are top AI priorities.
But most AI tools are not delivering against the promise
There are still many barriers to scaling AI adoption, with the top two being data privacy (21%) and output quality (19%).
19
%
output quality
21
%
data privacy
Documented use cases
Workflow integration
Leadership buy-in use cases
Strong AI governance
Domain-specific adoption
...and more!
Harnessing the full potential of AI
We found that the best-in-class marketing organizations share 7 defining traits that set them apart in AI adoption, including:
Who we surveyed
CMO
13.8%
Demand Gen/Performance Mktg
18.1%
Content Marketing
11.7%
Field Marketing
6.3%
Comms & Social Media
9%
Product Marketing
20.3%
Marketing Operations
14.8%
Other - Marketing
5%
Brand & Creative
11.1%
CMO
Demand Gen/Performance Mktg
Content Marketing
Field Marketing
Comms & Social Media
Product Marketing
Marketing Operations
Other - Marketing
Brand & Creative
C-Level
15%
SVP
4.6%
VP
10.4%
Director
25%
Manager
41.7%
Ind. Cont.
3.3%
C-Level
SVP
VP
Director
Manager
Individual Cont
<25
23%
26-500
51%
501-1000
15%
>1000
11%
<25
26-500
501-1000
>1000
$50M - $100M
32.5%
$50M - $100M
26.3%
$250M - $1B
22.3%
$1B - $10B
10.6%
>$10B
8.3%
$50M - $100M
$100M - $250M
$250M - $1B
$1B - $10B
>$10B
Technology
21.1%
Pro Services
15.4%
Financial Services
15.4%
Retail/eCommerce
24.8%
Life Sciences
4%
Media & Comms
12.3%
Other
5.4%
Technology
Pro Services
Financial Services
Retail/eCommerce
Life Sciences
Media & Comms
Other
