Here are 6 key findings from marketing leaders:
The Search Engine Journal just released its first “State of AI in Marketing” report based on insights from 155 marketing leaders.
1. AI Is Already Embedded In Marketing Workflows
Only 2.6% of marketers don’t use AI tools at all, showing near-universal adoption. While ChatGPT is the most popular, used by 83.2%, marketers are not relying on a single solution. Instead, they’re building tech stacks that combine the strengths of different AI tools.
2. Content Has Seen The Most Tangible Impact From AI
Most marketers, 64.5%, experienced value in content creation, 43.9% in content optimization, and 43.9% in idea generation. These findings highlight AI’s strength in accelerating creative processes, not replacing them.
3. Time Savings Was The Most Improved Outcome
AI is currently most effective at driving operational efficiencies, with 76.8% of respondents reporting time savings as the greatest improvement since adopting AI. Prioritizing time savings and content performance is the best way to unlock the full potential of AI.
4. Direct ROI-Linked Results Are Lacking
Results showed that current AI has a limited impact on strategic metrics such as customer lifetime value, lead quality, and attribution accuracy, revealing a gap in its capabilities. While AI has streamlined processes, it still requires human input and strategic oversight.
5. Output Quality Continues To Be An Issue
More than half, 54.2%, cited inaccurate, unreliable, or inconsistent output quality as the biggest limitation in using AI for marketing. Ensure teams are trained to review outputs critically, and make judgment calls AI can’t.
6. Misinformation Is The Top Concern, Not Job Loss
Most respondents, 62.6%, flagged AI-generated misinformation as their top worry, revealing industry-wide anxiety about credibility and accuracy. Building review checkpoints into every AI-assisted process can help mitigate this risk.
The benefits of AI in marketing are clear, but human oversight is essential, and collaboration is crucial for the best outcome.
You can download the full report here