With 66% of marketers globally using artificial intelligence in their roles, it’s no longer a matter of if you should use AI but how. How are other marketers (and your competition) using AI? How can you use AI ethically?
To understand AI in marketing in 2025, we surveyed over 1,000 marketing and advertising professionals worldwide.
![Download Now: The Annual State of Artificial Intelligence in 2025 [Free Report]](https://no-cache.hubspot.com/cta/default/53/b72f2b25-8cc9-4642-9a1b-1e675d3d273b.png)
Our findings will help us decipher AI trends, find the current most common use cases for AI, and learn how to navigate the technology as new laws and guardrails address its usage.
Table of Contents
Key Findings: The Current State of AI
1. AI is no longer an experiment — it’s integral to marketing workflows.
When AI first began gaining traction, we often encouraged marketers to experiment with AI and see if/how they can adopt it into their workflow.
Well, the days of just experimentation are over, and while the robots aren’t taking our jobs, they are now embedded in our workflows.
Here are the facts:
- 91% of marketing leaders say employees/teams at their organization use AI to assist them in their jobs.
- 82% of marketers say either they or their company invested in automation tools for employees to leverage in their roles.
- 66% report that their organization builds internal AI tools specifically for marketing teams.
As you can see from these stats, marketers have fully embraced AI as an assistive tool. So, if you’re still not embracing AI within your organization, best believe your competition likely is.
2. Though AI has become commonplace in marketing, barriers still keep more marketers from adopting new AI tools.
While AI has become crucial and normalized in marketing, many marketers are still hesitant to integrate new AI tools into their workflows. Here are the…