Marketers’ Generative AI Adoption Surges as Skills Training Falls Behind
Marketers using generative AI rose from 9% to 41% in one year, with 58% having formal policies. Efficiency gains drive adoption, while AI skills training lags behind.
Marketers’ Use of Generative AI Quadruples in One Year, ISBA Finds
New data from ISBA shows a sharp increase in the adoption of generative AI among advertisers, with 58% now having formal policies in place. This reflects a growing confidence in AI tools to improve marketing efficiency.
Rapid Growth in Generative AI Adoption
Over the past year, the number of advertisers actively using at least one generative AI application has jumped from 9% in April 2024 to 41% in July 2025. Beyond those already using it, 27% are experimenting with generative AI, and 28% are still exploring potential uses.
This significant rise highlights how marketers are increasingly integrating AI into their workflows. However, the focus remains largely on efficiency gains rather than effectiveness improvements.
Efficiency Takes Priority Over Effectiveness
Among advertisers employing generative AI, 62% report that saving time and reducing costs is the main driver of their AI strategy. Efficiency here means cutting down manual tasks and streamlining processes, which directly impacts budgets and deadlines.
Effectiveness—such as improving campaign creativity or targeting—is currently a secondary consideration. This suggests marketers are first looking to optimize operations before fully leveraging AI’s creative potential.
Skills Training Is Lagging Behind
Despite the rapid adoption of generative AI tools, many organizations have yet to provide comprehensive AI skills training for their teams. This gap could limit how fully marketers benefit from these technologies.
Addressing this skills shortfall is key to maximizing AI’s value. Marketers interested in upskilling can explore specialized AI courses and training programs that focus on practical applications in marketing.
As generative AI continues to become a standard part of marketing toolkits, staying informed and skilled will be crucial for teams looking to maintain a competitive edge.
