AI in Marketing: 6 Insights Every Leader Needs to Know for 2025

The State of AI in Marketing: 6 Key Findings From Marketing Leaders

AI adoption in marketing is growing fast, but effective use remains a challenge. Clear benchmarks and solid data on AI usage have been scarce, leaving many marketers to operate without a clear picture. To address this, a recent report surveyed 155 U.S.-based marketing leaders, including senior marketers, directors, and C-suite executives, about generative AI’s role in marketing today.

The report offers insights on AI tools, applications, outcomes, challenges, and future investments. Whether you lead a team or plan your marketing roadmap, these findings help you gauge where your AI strategy stands as the marketing landscape evolves.

1. ChatGPT Leads the Way

More than 83% of marketers say ChatGPT has boosted their efficiency or effectiveness. However, other tools like Gemini, Perplexity, Claude, and Canva AI are also gaining traction. Many marketers are combining multiple AI platforms into “stacks” to leverage different strengths.

2. Content Creation Benefits Most from AI

Content is where AI has made the biggest impact so far. About 64.5% of respondents report value in content creation, with 43.9% seeing benefits in content optimization and idea generation. AI isn’t replacing creativity but supporting it—helping teams speed up tasks, improve quality, and overcome creative blocks.

3. Time Savings Are the Biggest Win

76.8% of marketers say AI has saved them time. This regained time allows teams to focus more on strategic work rather than routine tasks, improving overall productivity.

4. Direct ROI Gains Remain Limited

While AI improves efficiency, key strategic metrics like customer lifetime value, lead quality, and attribution haven’t shifted significantly. AI streamlines workflows but still needs human oversight and strong strategy to affect bottom-line results.

5. Output Quality Still a Concern

More than half (54.2%) of marketers identify inconsistent or unreliable AI output as a major limitation. This reinforces the need for thorough human review before publishing AI-generated content.

6. Misinformation Tops AI Concerns

The biggest worry isn’t job loss—it’s AI-generated misinformation. Nearly 63% of respondents flagged this as their main concern, emphasizing the ongoing importance of trust and accuracy in marketing content.

Additional Insights from the Report

Where Marketing Leaders Will Invest Next

Marketers plan to focus AI investments on proven areas such as analytics, customer experience, SEO, attribution, and content production. Prioritizing these areas reflects where AI has already shown value.

How Teams Are Adjusting to AI

The report details organizational changes marketers are making to integrate AI effectively. This includes new roles, workflows, and governance to manage AI-driven processes.

What’s Next for AI in Marketing

Looking ahead, many expect a flood of AI-generated content, pushing marketers to raise quality and originality standards. Some foresee shifts in search marketing and job roles, with AI adopters gaining an edge. Others see AI leveling the playing field for smaller players by providing access to advanced tools.

For a comprehensive view of these trends and actionable recommendations on adopting AI, you can download the full report.

How This Report Can Help Your AI Strategy

• See which AI tools marketers are using and how they combine them.
• Understand where AI is delivering results and where it still falls short.
• Get clarity on future investment priorities and how to align your strategy.
• Learn best practices for evaluating, deploying, and governing AI.
• Gain perspectives from marketers actively managing AI challenges.

To deepen your AI skills and stay ahead, explore comprehensive training options available at Complete AI Training. This can help you implement AI tools effectively and improve marketing outcomes.