IntroducingThe State of AI In Marketing 2025

A significant majority of marketers surveyed - a whopping 85% - are leveraging AI writing tools or content creation tools to enhance their marketing. 

This adoption showcases that AI literacy is quickly becoming a must-have skill to streamline content production and improve efficiency. Other uses of AI are on the rise for personalization, predictive analytics, & other marketing tasks.

From idea generation to content creation (and everything in between), the right AI tools can upgrade your marketing content and processes.

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25.6% of marketers report that AI-generated content is more successful than content created without AI. 

When combining those responses with those surveyed who see an equal amount of success with AI content, 64% of marketers indicate that AI-generated content performs as well as or better than manually created content. 

Based on these findings, AI is not just a tool for efficiency - it’s becoming a critical asset for producing successful, impactful marketing content at scale.

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Marketers report that using AI has given their marketing strategy a competitive advantage. 

• Significant Advantage: 28.24% of marketers report that AI has significantly enhanced their competitive edge, indicating transformative effects on their marketing outcomes.
• Moderate Advantage: Adding to the positive sentiment, 46.36% feel AI has somewhat improved their strategic position, reflecting broad-based benefits from AI integration across different scales of operations.
• Neutral or Unsure: While 16.40% have not perceived any advantage and 9.00% remain unsure, these figures suggest areas where further education and proof of AI's effectiveness could convert skepticism into endorsement.

This data underscores the critical role AI plays in not just sustaining but actively advancing marketing strategies, proving essential for businesses aiming to stay ahead in a rapidly evolving digital landscape.

AI doesn’t replace what we do, but it expands the capacity of what we can do, reduces the time, and allows us to focus on the quality of the outputs instead of creating the outputs.

- Survey Participant, 2025

41.65% of marketers report that most or all of their existing tools have now added AI features and functionality in the last year. In fact, only 6.36% of marketers reported zero AI upgrades to software they use for marketing.

This trend highlights not just a shift towards more AI-powered tools, but it also suggests a broader adaptation within the marketing landscape where AI functionality is quickly becoming indispensable. These enhancements are not merely upgrades; they’re transforming how marketers strategize, execute, and achieve results, making AI an integral component of modern marketing software. 

AI has been transformative for our business. It has allowed us to scale quickly, create custom automated workflows and sequences based on user activities, develop new content, enhancing/editing existing content.

- Survey Participant, 2025

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In 2024, as marketers increasingly turn to AI to enhance their strategies, several significant barriers have emerged that impede full integration and optimization. Of 811 respondents, the principal challenges faced include:

• Data Privacy Concerns: Highlighted by 40.44% of marketers, this reflects growing sensitivity around data handling and ethical considerations in AI applications.
• Lack of Technical Expertise: At 37.98%, this barrier underscores the need for more AI-savvy professionals who can manage and deploy AI solutions effectively.
• Cost of Implementation: Cited by 33.17% of respondents, the financial outlay for AI integration remains a formidable obstacle for many organizations.

Additional hurdles such as integration with existing systems (28.61%), unclear ROI (24.54%), and resistance from team members (12.21%) further complicate the landscape. These challenges not only reflect the practical difficulties in adopting new technologies but also the cultural shifts required within organizations to embrace AI fully. Marketers must address these barriers strategically to harness AI’s potential for creating more dynamic and responsive marketing campaigns.

Other responses included: Infringement concerns, abuse by team members in a fraudulent way, disagreement on what is allowed vs. not allowed, time to learn, and the learning curve due to AI advancements happening so rapidly.

Although these are common barriers to adoption, there are ways to confidently overcome them. 

1,005 respondents reveal a promising landscape for AI adoption in 2025 with a substantial majority expressing openness from their company to integrate AI tools into their operations and marketing. 

The data indicates that 39.40% of companies are very open to adopting AI with another 30.55% report being open to adopting AI.

This overall positive reception towards AI underscores the shift towards technology-driven business models, though it also suggests the need for further education and proofs of concept to convert the cautious and neutral groups. Companies highly open to AI are likely already experiencing or anticipating significant competitive advantages, emphasizing the strategic importance of AI in modern business practices.

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A significant majority of marketing professionals report confidence in AI technology, with 55.87% of respondents indicating they are likely or very likely to trust the accuracy of AI-generated insights and content.

87.18% of respondents report they are not skeptical of the accuracy of AI content. More marketers feel they trust the accuracy of AI-generated insights and/or content.

This positive reception underscores the effectiveness and reliability of AI tools in generating valuable marketing content. As technology continues to advance, integrating AI within marketing strategies will continue to enhance decision-making processes through trusted, AI and data-driven insights.

I believe AI is transforming the industry by enabling more personalized, data-driven strategies. It’s revolutionizing customer experiences, optimizing ad targeting, and streamlining content creation. However, it’s important to balance automation with human creativity and ethical considerations, ensuring that AI enhances rather than replaces human input. The future looks promising, but responsible use will be key.

- Survey Participant, 2025

According to 821 survey respondents, the top advantages of integrating AI into marketing strategies include:

• Increased Efficiency: A remarkable 79.05% of marketers highlight AI’s role in streamlining processes and boosting productivity.
• Scaling Content Output: 55.05% of respondents recognize AI’s capability to massively scale content creation, catering to diverse marketing channels without compromising speed.
• Cost Reduction: 43.46% report significant cost savings, attributing reduced overhead to AI’s automation and data processing features.

Some of the “Other” responses included, “feedback on content,” “better quality,” “helps create a starting point for writing content,” and “providing more options.”

These benefits reflect AI’s critical role in not only enhancing the effectiveness of marketing campaigns but also in optimizing resource allocation and expenditure. Marketers are effectively using AI to craft more targeted strategies, understand customer nuances, and ultimately achieve higher engagement and conversion rates, with Enhanced Personalization (42.02%) and Better Targeting (36.30%) also scoring high among the impactful outcomes of AI adoption.

We’re at the tip of the iceberg when it comes to understanding all the ways marketers can use AI to scale content and increase productivity.

Marketing teams have long been demanded to do more with their existing teams to meet expectations of leadership.

Adopting AI is a key tool to help teams accomplish necessary growth and demand without needing to hire additional team members. This empowers existing teams to continuously produce successful marketing strategies while allocating monetary resources to software, ad spend, raises, or other resources instead of new team member salaries.

Finding the right balance: Leveraging AI’s strengths to optimize efforts while ensuring that human creativity, emotional intelligence, and ethical considerations guide its application. The goal is always to create more customer value, foster stronger relationships, and drive business success in a rapidly changing environment.

- Survey Participant, 2025

Our data found that marketers who use AI technology are experiencing direct benefits to their efficiency and productivity from implementing AI technology. 

An astounding 83.82% of respondents reported increased productivity since adopting AI.

With only 2.31% of respondents reporting any decrease in productivity, the data affirms that AI is a valuable tool for helping marketers do more with the same resources, enabling them to focus on higher-value strategic activities.

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Our data found that marketers who use AI technology are experiencing direct benefits to their efficiency and productivity from implementing AI technology.

An astounding 83.82% of respondents reported increased productivity since adopting AI.

These findings reveal that while the adoption curve varies, the impact of AI on time management can be substantial. For businesses aiming to thrive in an increasingly competitive landscape, investing in AI not only promises significant time savings but also serves as a critical lever for long-term operational excellence.

AI and marketing is another new big brand and a luxury way of marketing, the most important thing is how you use it and how you interact with the AI to give you the best results.

- Survey Participant, 2025

In a recent survey, a compelling 84.86% of respondents acknowledge that AI has improved the speed of delivering high-quality content, underscoring AI's effectiveness in enhancing content production workflows:

• Significant Improvement: 29.54% of participants report a significant improvement in the speed and quality of content delivery, indicating that AI tools are not just assisting but transforming content creation processes.
• Somewhat Improved: The majority, 55.32%, see a moderate enhancement, suggesting widespread benefits even from limited or partial AI integration.
• No Change: A smaller segment, 13.14%, perceives no change, possibly reflecting a need for better understanding or implementation of AI tools to realize their potential.
• Worsened: Only a minor fraction, totaling 2.01%, report any worsening in content quality or delivery speed, emphasizing the generally positive impact of AI across the board.

This data highlights the substantial role AI plays in streamlining content production, making it faster and more efficient, and thereby enabling marketers to meet the increasing demands for quality content in shorter time frames.

In an overwhelming trend toward AI adoption, 85.84% of marketing professionals indicate plans to increase their use of AI technologies in the 2-3 years, with nearly half (46.80%) anticipating a significant escalation.

This proactive approach highlights the crucial role AI plays in maintaining a competitive edge, as marketers seek to harness the full potential of AI in their respective roles. With only a small fraction (10.47%) planning to maintain AI usage levels, the shift to more sophisticated AI tools and use cases is clear, emphasizing marketing teams’ commitment to innovation.

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Companies invest in software and solutions that provide them with high ROI, and the survey results demonstrate that AI tools are worth the investment in the coming year.

Survey data from 799 respondents reveal a clear trend towards increased investment in AI tools for the upcoming year, reflecting growing recognition of AI's strategic value:

• Increase in Spending: A substantial 59.32% of respondents anticipate increasing their spending on AI tools, with 13.39% expecting a significant increase and 45.93% a slight increase. This trend highlights the expanding role of AI in enhancing business operations and competitive positioning.
• Stability in Budgets: 37.92% of participants plan to maintain their current investment levels, suggesting a stable adoption rate and continued reliance on existing AI technologies.
• Minimal Decreases: Only a small fraction, 2.75%, foresee a decrease in their AI spending, indicating strong confidence in AI's ROI and its essential role in modern business practices.

This forward-looking optimism toward AI investment underscores its perceived importance and the expected benefits in driving efficiencies, innovation, and growth across various sectors.

This report is based on survey responses from 1,005 marketing professionals across various industries. The data was collected through online surveys conducted in December 2024, focusing on AI adoption, usage patterns, benefits, and challenges in marketing operations. Respondents represent a diverse range of company sizes, from small businesses to large enterprises, providing a comprehensive view of AI's impact across the marketing spectrum.

A total of 1,005 recipients from around the globe - representing a large range of industries, businesses, and company sizes - completed the survey through January 1, 2025.

CoSchedule is dedicated to empowering marketers with software that helps them organize, schedule, and optimize their marketing efficiently.

For more information on how CoSchedule can help you leverage AI in your marketing, visit coschedule.com/marketing-ai.