"In 2022, 44% of brand and agency pros said their companies were investing in AI technology. That percentage rose to 57% in 2023 and 71% in 2024, before hitting 86% in 2025."
"AI's growing importance for marketers has also become evident in the number of companies that have created chief AI officer positions over the past two years. In 2024 and 2025, brands General Motors, Mastercard and ZocDoc appointed AI chiefs, as did agencies Golin, Luckie & Co. and Horizon Media."
"“In every industry there'll be a percentage of companies that figure [AI] out, then a large percentage of companies that don't. And I think the economic upside to figuring it out makes for such a big competitive gap,” Wesley ter Haar, co-founder and recently appointed chief AI officer of digital agency Monks, told Modern Retail in April."
"Consumer adoption of AI has seen significant growth, as well, and, as a result, many brands are now regularly using AI in consumer-facing applications. PetSmart, for example, relaunched its member program using AI to tailor deals for customers based on their past purchases, and Guitar Center launched a chatbot called Rig Advisor to help customers select the right products to suit their needs."
AI investment by brand and agency professionals increased from 44% in 2022 to 57% in 2023, 71% in 2024, and 86% in 2025. More companies created chief AI officer roles in 2024 and 2025, including General Motors, Mastercard, and ZocDoc, along with agencies Golin, Luckie & Co., and Horizon Media. Consumer adoption of AI also grew, leading brands to use AI in customer-facing applications. PetSmart relaunched its member program using AI to tailor deals based on past purchases. Guitar Center launched a chatbot, Rig Advisor, to help customers select products that fit their needs.
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