AI Adoption in Marketing: Current Stats and Trends

There are a lot of stats out there about marketing and artificial intelligence (AI). Unfortunately, many of them are more than two years old, meaning they may not be representative of the current landscape. To get a better understanding of the current state of AI and marketing, here is a collection of up-to-date statistics.

According to a survey by Mailchimp in 2023, 50% of marketers believe inadequate AI adoption is holding them back from achieving their goals, while 88% believe their organization must increase its use of automation and AI to stay competitive. A separate survey by Influencer Marketing Hub found that 54.5% of marketers believe AI will greatly enhance their marketing efforts, and 71.2% believe AI can outperform humans at their jobs.

61.4% of marketers reported using AI in their marketing activities, and 44.4% have used AI for content production. 19.2% of marketers spent more than 40% of their marketing budget on AI-driven campaigns. According to Ascend2, predictive analytics was the most popular AI category impacting marketing.

IBM's 2022 survey found that AI is being used most by IT professionals (54%), followed by data engineers (35%), developers and data scientists (29%), security professionals (26%), customer service professionals (25%), marketing professionals (23%), product managers (21%), sales professionals (21%), HR professionals (21%) and finance professionals (21%). A 2021 survey by Semrush found that marketing and sales prioritize AI and machine learning more than any other department, and 48% of marketing leaders say AI is making the most significant difference in how customers interact with them. 64% of B2B marketers consider AI to be valuable in their marketing strategy, and 80% of marketers in 2020 already had chatbots as part of their customer experience strategy.

Marketers’ AI usage increased from 29% in 2018 to 84% in 2020 —  a 55% jump, according to Salesforce. However, AI adoption slowed significantly from 2019 to 2021, before picking up again last year when AI adoption grew by nearly 250%, according to HubSpot. The top five things hindering AI adoption are limited AI skills, expertise or knowledge (34%), price being too high (29%), lack of tools or platforms to develop models (25%), projects being too complex or difficult to integrate and scale (24%) and too much data complexity (24%). The top ten factors driving AI adoption are advancements in AI making it more accessible (43%), the need to reduce costs and automate key processes (42%), increasing amount of AI embedded into standard business applications (37%), competitive pressure (31%), demands due to the COVID-19 pandemic (31%), pressure from consumers (25%), directives from leadership (23%), company culture (22%), labor or skills shortages (22%) and environmental pressures (20%).

AI adoption is continuing to rise in marketing, as businesses prioritize AI and machine learning more than any other department. The top factors driving AI adoption are advancements in AI making it more accessible and the need to reduce costs and automate key processes. The top things hindering AI adoption are limited AI skills, expertise or knowledge, price being too high, lack of tools or platforms to develop models, projects being too complex or difficult to integrate and scale, and too much data complexity.

Originally reported by Martech: https://martech.org/ai-and-marketing-what-the-stats-show/
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