95% of Marketers Now Use AI. Quality Decides Who Wins.
AI is now standard in marketing. A new Typeform report shows 95% of marketers use generative AI, and consumer trust has shifted to a simple filter: is the content good and useful?
Disclosure matters to many consumers, but quality decides trust. If your content reads like a template, your audience can feel it. If it's sharp, relevant, and human, they don't care how it was made.
How Teams Are Using AI Right Now
- Copywriting and written content: 79%
- Visuals and graphics: 57%
- Video or motion design: 31%
Adoption is deep: 74% depend on AI or use it regularly. Sentiment is positive too-60% feel hopeful, only 13% are skeptical, and 71% are just as proud or prouder when AI is part of the work.
The Trust Signal Has Changed
Yes, 59% of consumers want brands to disclose AI-generated content. But only 21% say using AI would make them trust a brand less. Quality and intent carry more weight than the tool.
Nearly half of marketers have published AI-generated work without disclosure and would do it again. There's a gap between expectations and practice, but the "trust penalty" is smaller than many assume-if the content hits the mark.
Human Touch Is Still the Moat
AI handles the heavy lifting, but people still win the message. 91% of marketers edit AI copy to make sure it sounds human. Differentiation comes from judgment, voice, and audience insight-AI is the infrastructure, not the edge.
"AI has gone from experiment to expectation, and marketers are all in," said Malinda Sandman, Global VP of Marketing at Typeform. "The opportunity now is making sure all that momentum is built on a foundation of genuine audience understanding."
What To Do This Quarter
- Define your top 3 AI use cases by funnel stage. Keep them tight: ad ideation, long-form first drafts, image variations.
- Set guardrails: brand voice rules, fact thresholds, and red lines for claims and compliance.
- Install a human edit layer. Use a tone checklist, add a 5-minute "make it sound human" pass, and require source links for facts.
- Measure quality, not just speed: on-page engagement, CTR, scroll depth, replies, and saves-by segment.
- Craft a clear disclosure policy. Decide where it's mandatory, where it's optional, and keep it consistent across channels.
- Build a prompt and template library mapped to campaigns. Keep what works, retire what doesn't.
- Close the loop with audience data. Use short feedback forms, on-page polls, and message testing to track perceived helpfulness.
- Upskill your team so AI improves outcomes, not just output. Try the AI Learning Path for Marketing Managers.
Key Stats At A Glance
- 95% of marketers use AI; 74% depend on it or use it regularly
- Top uses: copy (79%), visuals (57%), video/motion (31%)
- 60% feel hopeful; 13% skeptical; 71% just as proud or prouder with AI
- 59% of consumers want disclosure; only 21% would trust less if AI is used
- ~50% of marketers have published AI content without disclosure and would do it again
- 91% edit AI copy to sound human
Methodology
The report is based on a Typeform survey of 2,256 respondents: 1,191 marketers and 1,065 consumers, primarily U.S.-based. Marketers spanned content, social, paid media, analytics, growth, and creative across seniorities, industries, and company sizes. Separate paths captured how each group uses and perceives AI, using Typeform's conversational logic plus video and audio response features.
About Typeform
Typeform is a form builder and AI engagement platform known for human-first design and native AI capabilities. It helps teams collect more complete data and turn responses into automated, personalized workflows. Trusted by over 150,000 customers, including 60% of the Fortune 500, Typeform integrates with tools like Slack, Zapier, Canva, and Klaviyo. Learn more at typeform.com.
Read the Full Report
Search for "Get Real: Generative AI and the Marketer" on the Typeform site to see the complete findings, charts, and recommendations.
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