The State of AI in Marketing 2025

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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

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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.

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AI adoption in marketing is growing fast.

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

measure AI ROI

plan to in 2025

There is an incredibly high bar for AI in marketing...

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%).

output quality

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

Product Marketing

20.3%

Marketing Operations

14.8%

Other - Marketing

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%

10.4%

Director

25%

Manager

41.7%

Ind. Cont.

3.3%

C-Level

SVP

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

Media & Comms

12.3%

Other

5.4%

Technology

Pro Services

Financial Services

Retail/eCommerce

Life Sciences

Media & Comms

Other

Discover how AI is transforming marketing in 2025

Download the State of AI in Marketing 2025 Report

The State of AI in Marketing 2025