"Generative AI has higher rates of adoption than predictive AI, with 82% of marketers using it for creative production, followed by 81% for marketing tasks."
"Despite the benefits of AI integration, issues with trust and complexity are proving to be barriers to widespread adoption among marketers."
As of 2026, AI tools have become integral to marketing workflows, with generative AI seeing higher adoption rates than predictive AI. Marketers report benefits from AI integration, particularly in creative production and marketing tasks. However, challenges such as trust issues and the complexity of agentic AI hinder broader adoption. A survey of 142 brand and agency professionals reveals that while generative AI is widely used, concerns about its integration into existing workflows remain significant.
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