"Early adoption is basic Usage has accelerated most rapidly in areas like email automation, social media management and customer engagement via chatbots, with 72% of marketers deploying these tools across projects. In many instances, marketers are using the AI features of tools already in their tech stacks, like HubSpot and Mailchimp. Many early AI engagements are still fairly simple, with marketers leaning on consumer tools like ChatGPT, since more sophisticated, bespoke tools have yet to catch on."
"First, we're witnessing a meaningful knowledge gap. Forty-seven percent of respondents say they don't understand how AI works. Until they do, there will be a ceiling capping usage of new tools and providers. Second, many of us are in the early stages of navigating compatibility challenges. Only 39% of marketers are confident in their team's ability to use AI to create useful intelligence and insights."
Eighty-seven percent of US advertisers plan to increase AI usage over the next 12 months, while only 45% feel confident in understanding AI-powered technologies, creating a 42-point gap indicative of early adoption friction. Early AI use concentrates on email automation, social media management and chatbot-driven customer engagement, with 72% deploying these tools and many relying on built-in AI features of platforms like HubSpot and Mailchimp or consumer tools like ChatGPT. Forty-seven percent report not understanding how AI works, and only 39% are confident in their teams’ ability to generate useful AI-driven intelligence. Compatibility concerns and a shortage of bespoke marketing AI solutions further constrain broader adoption.
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