State of the AI Marketer 2025: Insights from innovators 

That insight—from one of the 500+ marketers we surveyed—captures the essence of where marketing is headed. In 2025, AI has evolved beyond a trend and become a strategic partner. We asked marketers like you how they’re using AI today, and how they plan to use it in the future. Their responses reveal a fast-moving shift from experimentation to transformation, with AI reshaping everything from content creation to campaign strategy.

Since 2024, 85% of marketing teams have ramped up their AI usage, with nearly half describing this as a "huge increase." We're witnessing a momentum that goes way beyond simply adding new tools to your stack. These trends show we’re moving toward a complete reimagining of how marketing gets done.

Each team navigates its AI progress at a slightly unique pace. From the curious (21%) who are still in discovery mode to the fearless AI-first pioneers (3%) who see AI as fundamental to how they think about marketing, we're seeing real-time evolution across the industry.

Then there are the experimenters and implementers (43%) who are driving this transformation. They’ve moved past the hype and into hands-on testing, and they’re already seeing results that show what AI can actually do for their marketing.

One thing stood out: AI adoption isn’t evenly spread across marketing roles. It’s the customer-focused teams who are moving fastest. Email marketers lead the way at 25%, followed by marketing automation specialists at 20%. They’re the ones closest to the customer experience, and make up more than 70% of our survey respondents.

The teams progressing fastest through AI maturity are the ones who live and breathe customer engagement every day. They understand that AI isn't just about efficiency; it's about creating better, more personalized experiences for customers.

The data shows some clear trends in how marketers are putting AI to work.

Copywriting leads the way at 68%. It makes sense that writing is a natural starting point for AI testing. It’s fast, low-lift, and delivers visible results. Right behind it, 65% of marketers are using AI to optimize subject lines, a clear sign that teams recognize AI’s value in high-impact, decision-making moments.

But content creation is just the beginning. Over half of respondents (56%) are using AI to brainstorm ideas, showing that AI is becoming a go-to creative partner. And 52% are using it for data analysis and reporting; one of the places where AI can turn hours of manual work into instant, actionable insights.

We’re also seeing more precise applications emerge: 32% are using AI for campaign personalization, 30% for customer segmentation, and 24% for managing social. These might seem like small shifts now, but they’re setting the stage for big strategic wins in the year ahead.

ChatGPT is the clear frontrunner for copywriting, with 75% of marketers using it. Claude follows at 30%, carving out a space as the more refined alternative. Tools built specifically for marketers, like Jasper (21%) and Copy.ai (20%), are still in the mix, but 24% of teams are now using AI features built right into their existing platforms..

However, the highest-performing teams don’t limit themselves to any one tool. They focus on what works, stay flexible, and blend new AI capabilities into systems they already trust.

Here's the uncomfortable truth: nearly four out of ten marketing professionals are using powerful AI tools based on trial and error. While 85% are increasing their AI usage, 31% rely on informal training resources, and 8% have received no training at all.

As one surveyor noted:

This training gap is a challenge, but it’s also a chance to get ahead. Teams that invest in real education and thoughtful AI governance can avoid mistakes and quickly build a competitive edge.

Even with all the momentum, 58% of marketers say they’re still facing an uphill battle when it comes to getting stakeholder buy-in for AI tools. It’s a common tension: big marketing goals held back by cautious decision-makers.

The concerns are familiar: data privacy and security (31%), worries about authenticity (20%), and cost (15%). But while some teams are stuck waiting for internal approval, others are moving forward and building advantages along the way.

The future priorities reveal three major strategic shifts:

1. From efficiency to effectiveness: Moving beyond "doing things faster" to "doing things better"
2. From point solutions to platforms: Building systems across the entire customer journey
3. From experimentation to optimization: Shifting from "Can AI do this?" to "How can AI do this better?"

Customer segmentation and personalization top the priority list alongside copywriting, showing teams are hungry for precision marketing that goes beyond content creation.

What stood out most is this: AI isn’t replacing creativity, it’s unlocking it. The 68% of marketers using AI for copywriting aren’t writing less. They’re writing smarter. And the 56% using it for brainstorming aren’t thinking less. It’s helping marketers think bigger, faster, and more strategically.

As one marketer put it,

AI isn’t slowing down, and neither should you. The teams making the biggest impact are the ones combining smart strategy, the right tools, and a willingness to learn as they go. Our takeaway? AI works best when it’s paired with human creativity, not trying to replace it. When you get that mix right, the results speak for themselves.

Discover how you can inject AI into your marketing workflows today.