The State of AI in Digital Marketing Report
Marketers are famous for their innovative and myriad uses of technology. With the advent of ChatGPT, its seemingly endless applications, and its extraordinarily rapid pace of advancement, there is near-constant alarm and excitement about what we can do with AI.
But where do marketers lie on the spectrum of AI panic and elation? Is there a plan for how to invest and implement AI? Will it eradicate the marketing landscape as we know it or launch it into a new era like CRMs, email automation, and the advent of the internet did? That’s what this report is out to uncover.
Check out the Stats
Marketers are the best—just ask any marketer. They’re confident in their AI leadership, with 93% of survey respondents saying they have expert- or advanced-level knowledge of AI and that their organizations are more advanced AI users than the competition. Only 7% classify their understanding of AI as novice or beginner.
Marketers are very confident about their AI skills
What is your level of knowledge of AI use cases in marketing?
44%
49%
6%
1%
42%
10%
2%
1%
My company's use of AI compared to competitors is:
Marketers think their organizations are on the bleeding edge of AI use. Compared to their competitors, 87% say that their use of AI is very advanced or advanced.
Most believe their use of AI is more advanced than other companies
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45%
49%
How has your perception of AI changed over the last year?
Marketers are downright sanguine regarding the future of AI. Nearly all respondents say they’re more interested in AI than last year. However, most also think that not staying current with the latest AI technologies can end up costing them career opportunities in the future.
Marketers are optimistic about the future of AI
42%
I am much more optimistic about AI
I am somewhat more optimistic about AI
7%
My optimism about AI has not changed
2%
I am less optimistic about AI
50%
41%
9%
How do you feel that AI will impact employment in marketing over the next year?
Will AI replace marketing jobs? Half of marketers believe that AI will create more jobs than it replaces, but nearly as many think it will replace more jobs than it creates.
Marketers split on the employment impact of AI
48%
45%
5%
What impact will AI tools have on your marketing organization?
While there is a close split on the potential for job displacement, marketers strongly believe that AI will have a positive impact on their organizations.
But most think the organizational impact will be positive
49%
41%
5%
3%
What kind of impact do you think AI will have on your career?
Despite over 40% of marketers saying AI could replace more jobs than it creates, they overwhelmingly believe that AI will have a positive impact on their careers, with only 3% saying it will have a negative effect.
Marketers believe AI will have a positive impact on their careers—if they’re well-versed.
27%
Appearing behind the times
25%
Slowed career advancement
24%
More likely to be impacted by layoffs
16%
Less likely to be hired
What are the biggest career impacts AI-illiterate marketers face in the coming year?
Marketers are downright sanguine regarding the future of AI. Nearly all respondents say they’re more interested in AI than last year. However, most also think that not staying current with the latest AI technologies can end up costing them career opportunities in the future.
But they’re also aware that AI literacy is critical to remaining gainfully employed.
58%
34%
7%
1%
How important will experience using AI be in making hiring decisions in 2024 compared to 2023?
Thinking about looking for a new marketing job? You better start thinking about getting more practical experience with AI, as over 90% of marketers say it will be more important when making hiring decisions in 2024.
If you want to get hired, you better know AI
34%
52%
12%
1%
How will your marketing team’s AI investment change in the next year?
Marketers will be putting their money where their mouths are when it comes to AI in 2024. Nearly 90% of respondents said that they will have a dedicated budget for AI tools and that their investment will increase next year.
Investment in marketing AI tools to increase dramatically
The biggest barriers to AI adoption are:
Besides the fear of sentient AI robots kicking down their doors, what’s stopping marketers from adopting AI? The biggie is data security concerns. Companies don’t want to train someone else’s AI model on their proprietary data, and the black-box nature of many AI tools does not inspire confidence. Lack of knowledge of AI is the #2 reason—surprising given that 95% of marketers report being AI experts!
Data security and lack of strategy for AI initiatives are big adoption blockers
Download the full report to learn more about the State of AI in 2024. No form fill required!
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1.
Data security concerns
2.
Lack of knowledge of AI solutions
3.
Lack of AI strategy
4.
Implementation costs
5.
ROI is unclear
The biggest barriers to AI adoption are:
1.
Data security concerns
2.
Lack of knowledge of AI solutions
3.
Lack of AI strategy
4.
Implementation costs
5.
ROI is unclear
Download the full report to learn more about the State of AI in 2024.
Besides the fear of sentient AI robots kicking down their doors, what’s stopping marketers from adopting AI? The biggie is data security concerns. Companies don’t want to train someone else’s AI model on their proprietary data, and the black-box nature of many AI tools does not inspire confidence. Lack of knowledge of AI is the #2 reason—surprising given that 95% of marketers report being AI experts!
Data security and lack of strategy for AI initiatives are big adoption blockers
34%
52%
12%
1%
How will your marketing team’s AI investment change in the next year?
Marketers will be putting their money where their mouths are when it comes to AI in 2024. Nearly 90% of respondents said that they will have a dedicated budget for AI tools and that their investment will increase next year.
Investment in marketing AI tools to increase dramatically
58%
34%
7%
1%
How important will experience using AI be in making hiring decisions in 2024 compared
to 2023?
Thinking about looking for a new marketing job? You better start thinking about getting more practical experience with AI, as over 90% of marketers say it will be more important when making hiring decisions in 2024.
If you want to get hired, you better know AI
27%
Appearing behind the times
25%
Slowed career advancement
24%
More likely to be impacted by layoffs
16%
Less likely to be hired
What are the biggest career impacts AI-illiterate marketers face in the coming year?
Marketers are downright sanguine regarding the future of AI. Nearly all respondents say they’re more interested in AI than last year. However, most also think that not staying current with the latest AI technologies can end up costing them career opportunities in the future.
But they’re also aware that AI literacy is critical to remaining gainfully employed.
49%
41%
5%
3%
What kind of impact do you think AI will have on your career?
Despite over 40% of marketers saying AI could replace more jobs than it creates, they overwhelmingly believe that AI will have a positive impact on their careers, with only 3% saying it will have a negative effect.
Marketers believe AI will have a positive impact on their careers—if they’re
well-versed.
48%
45%
5%
What impact will AI tools have on your marketing organization?
While there is a close split on the potential for job displacement, marketers strongly believe that AI will have a positive impact on their organizations.
But most think the organizational impact will be positive
50%
41%
9%
How do you feel that AI will impact employment in marketing over the next year?
Will AI replace marketing jobs? Half of marketers believe that AI will create more jobs than it replaces, but nearly as many think it will replace more jobs than it creates.
Marketers split on the employment impact of AI
49%
I am much more optimistic about AI
42%
I am somewhat more optimistic about AI
7%
My optimism about AI has not changed
2%
I am less optimistic about AI
How has your perception of AI changed over the last year?
Marketers are downright sanguine regarding the future of AI. Nearly all respondents say they’re more interested in AI than last year. However, most also think that not staying current with the latest AI technologies can end up costing them career opportunities in the future.
Marketers are optimistic about the future of AI
42%
45%
10%
2%
1%
My company's use of AI compared to competitors is:
Marketers think their organizations are on the bleeding edge of AI use. Compared to their competitors, 87% say that their use of AI is very advanced or advanced.
Most believe their use of AI is more advanced than other companies
44%
49%
6%
1%
What is your level of knowledge of AI use cases in marketing?
Marketers are the best—just ask any marketer. They’re confident in their AI leadership, with 93% of survey respondents saying they have expert- or advanced-level knowledge of AI and that their organizations are more advanced AI users than the competition. Only 7% classify their understanding of AI as novice or beginner.
Marketers are very confident about their AI skills
Get the full report
No form fill required!
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