UK marketers embrace AI adoption but keep creative control

UK Marketers Embrace AI but Maintain Control Over Results

UK marketers are leading the charge in AI adoption, with 84% integrating AI tools into their daily workflows—significantly higher than the 66% global average. According to HubSpot’s 2025 State of AI in Marketing Report, this marks a shift from experimentation to AI becoming a fundamental part of campaign development and delivery.

However, adoption doesn’t mean marketers are handing over full control. Most professionals use AI to speed up tasks like automation and ideation but keep a firm grip on the final output. This balanced approach ensures that AI supports creativity without replacing human judgment.

Time Savings Are Real and Tangible

Marketers report saving at least one hour per week on several key activities:

• Data analysis and reporting (86%)
• Media content creation (76%)
• Automating direct brand messaging or conversational marketing (70%)
• Market research (67%)

When combined, these efficiencies can add up to reclaiming an entire workday weekly. Rather than replacing skills, AI accelerates the creative process and allows marketers to focus on higher-value work.

Popular AI Tools and Applications

Usage of generative AI tools in the UK marketing sector is diverse:

• 51% have used image or design generators
• 39% have used video or animation generators
• 38% have used voice or narration generators
• 42% use AI for brainstorming ideas
• 36% use AI to build content outlines

Despite this, nearly all marketers (97%) edit AI-generated copy before publishing, with over a quarter making significant changes. This highlights a clear intent: use AI to speed up creation, but keep the brand’s voice authentic.

Measuring ROI and Integration Drive Adoption

Three-quarters (76%) of UK marketers see positive returns from AI and automation, especially in content creation and customer engagement. Examples include:

• 79% report strong ROI from brand chatbots
• 70% see gains from AI-generated social media content
• 67% benefit from AI long-form blog content
• 65% report improvements in email marketing

Integration is a major factor here. Nine out of ten marketers use AI tools embedded within platforms they already rely on, such as writing assistants in marketing software or image generators in editing suites. This seamless fit into existing workflows increases AI usage and effectiveness.

A Balanced Mindset on AI Use

Despite widespread adoption, UK marketers favor a cautious, balanced approach:

• 58% believe AI should support roles but avoid overreliance
• 18% think AI should be used as much as possible
• 24% prefer to avoid relying on AI altogether

This cautious optimism is paired with confidence: 69% trust their ability to spot inaccurate AI outputs, and although 43% expect AI to reshape their roles this year, only 21% fear complete job replacement.

Final Thoughts

UK marketers demonstrate that success with AI comes from embedding the right tools into daily workflows with clear purpose. AI helps save time, fuels ideation, and boosts performance — but with human oversight front and center.

For marketers looking to deepen their AI skills and navigate this evolving space effectively, exploring targeted AI courses can be a practical next step. Resources like Complete AI Training’s latest courses offer focused learning to integrate AI confidently into marketing practices.