How much is AI used in marketing 2025

SEO Article

What do we already know about AI’s role marketing?

In 2023 I wrote how much is AI actually used in marketing which highlighted some comforting stats, like; AI has been used for years prior just in the background, AI was mainly used for email communication and ad generation, lastly that the majority (66%) found it unsuccessful in their role.

We are 2 years further on, which in AI time for progression is like 10 years due to its rapid growth, but are people using it differently now and is it going to take your job? Let’s find out.

Base stats and use for AI in marketing

AI tools like ChatGPT have integrated into daily life now and are available to everyone with a device and internet, there are even phone apps. For context, as of March 2025, the ChatGPT mobile application had been downloaded more than 64.26 million times globally across both the App Store and Google Play platforms. Crazy.

So with this omnipotent powerhouse of a large language model (LLM) in our pockets and at our fingertips, is it being used in a beneficial way to improve marketing and business efficiency? Or like Sarah Connor’s worst fear are they building mech suits and about to overthrow humanity and take our jobs?

Well sit tight, grab a drink and a snack and I’ll break it down for you.

A SurveyMonkey study reveals that modern, technologically advanced marketing teams are utilising AI tools for various essential functions. The specific applications are detailed below:

51% use AI for email marketing or automating responses
50% use it for content creation
45% find AI great for ideation and coming up with content plans
43% automate repetitive tasks (using integration)
43% also state AI is vital to their social media strategy
41% use it for data analysis and key insights
73% say AI is instrumental in developing tailored customer experiences. (emails, online chatbots, phones, apps etc.)

This is holistically very similar to the data on how it was used 2 years ago, ultimately AI helps improve speed and efficiency with communication, generating ideas on content topics or social campaigns and analysing large data sets.

If you are a Google Suite user you will have noticed over the last few months that Gemini is now everywhere, it's in Gmail when writing emails, it’s in Google Docs offering suggestions and if you perform an information search in Google now you are getting an AI Overview.

AI is less of a commodity and more of an everyday tool now.

AI market is expected to grow

The use of artificial intelligence (AI) in marketing is undeniably growing, fast, with the market projected to grow at a compound annual growth rate (CAGR) of 26.7% between now and 2034. This rapid pace of expansion highlights the transformative potential of AI across every corner of the marketing landscape.

According to recent studies, the ‘AI in marketing’ market is expected to reach an astounding value of $217.33 billion by 2034. This projection not only reflects increasing investment and innovation in the space but also confirms the central role AI is poised to play in shaping the future of marketing strategy, execution, and customer engagement.

Such a colossal rate of growth cements the idea that AI will evolve from a competitive advantage into a fundamental pillar of digital marketing. Marketers who adapt early and learn to work in harmony with AI leveraging its capabilities will be well-positioned to stay ahead of the curve.

By embracing AI, professionals can future-proof their skills and ensure they remain agile as the marketing landscape continues to evolve.

Most popular ways AI is currently used in marketing

While the common sentiment for AI in marketing is that it’s at the forefront carving a new path and shaking everything up, the actuality is that it is being used away from the public eye and very much behind the scenes.

AI tools that leverage machine learning and natural language processing are transforming the way brands analyse and respond to consumer behavior. These technologies enable marketers to process vast amounts of data in real time, uncovering emerging trends, shifts in preferences, and patterns that might otherwise go unnoticed.

By identifying these insights early, brands can make more informed decisions, tailor their strategies with greater precision, and stay ahead of rapidly changing market dynamics.

In short they can do more, quicker than before.

In a 2025 Statistia survey, marketing professionals identified audience targeting, analytics and reporting, and personalisation as the most effective applications of AI in marketing automation.

AI automation streamlines repetitive marketing tasks like email scheduling, A/B testing, and social media management, freeing marketers for more strategic and creative work. This creates a more agile and responsive marketing environment enabling proactive decision-making and quick adaptation.

It’s not all sunshine and rainbows though. Despite AI's rapid integration into marketing, concerns about reliability, lack of skills, and security risks persist among professionals, necessitating further education and support for its full potential to be realised and accepted as the norm.

How different demographics interact with AI in search spaces

Young adults aged 18 to 24 currently make up the largest user base for AI-powered applications, reflecting a generational comfort with emerging technologies and digital innovation. This demographic’s engagement with AI offers valuable opportunities for marketers aiming to connect with younger, tech-savvy audiences.

However, broader consumer sentiment toward AI in marketing is more cautious.

A 2024 survey revealed that only 46 percent of consumers felt comfortable with brands using AI which is down from 57 percent the previous year. This decline points to growing skepticism and highlights the importance of transparency in AI applications.

Concerns become even more apparent in specific use cases. For instance, more than half of consumers surveyed in 2024 expressed discomfort with brands using AI to create virtual ambassadors in place of celebrity spokespersons. Similarly, nearly half of respondents reported unease with AI-generated product images and AI-driven image editing.

These findings underscore a broader concern: while AI can enhance efficiency and creativity, many consumers remain wary of its potential to produce artificial or misleading brand experiences (just look at DeepFake).

A shining example is the terrifying gen-AI coke advert that was released in late 2024. This horror show of a modern reboot for a classic Christmas advert caused controversy and whipped up a storm on social media.

The advert felt like it was a mockery, there was no sentiment and it missed the mark because it conflicted with the brand values and messaging. The slogan in the ad says “Real Magic”, but the whole visual has been generated by AI (the opposite of ‘real’), and this was a reassuring moment for me. It let me know that despite all the advancements in AI, consumers and target audiences are still humans and need certain ‘real’ elements to connect in the right way.

Ignorance is bliss when it comes to using AI

Audiences are increasingly resistant to AI-generated visuals, often perceiving them as lacking authenticity and personality. In an era where consumers seek transparency and connection, brands are under pressure to define and communicate clear values. The use of AI in front-facing creative work can sometimes undermine these efforts, as it may come across as impersonal or inauthentic.

Instead, AI delivers the most value when used behind the scenes. Its strengths lie in analysing data, uncovering trends, identifying target audiences, and supporting content ideation. When applied to these backend tasks, AI enhances efficiency and strategic decision-making without compromising the human touch that today’s consumers still expect from brand interactions.

Final thoughts on AI used in marketing in 2025

In 2025, AI is reshaping marketing from a competitive advantage into a core foundation. Its power is behind the scenes, analysing data, automating tasks, and supporting content ideation driving efficiency and smarter decisions. Yet, consumer skepticism remains, especially around AI-generated visuals, with many favouring authenticity and human connection.

While younger audiences are more receptive, overall comfort with AI has declined, underscoring the need for transparency. The most effective use of AI is in backend operations, where it enhances strategy without compromising brand trust. Marketers who balance AI’s capabilities with genuine, human-centered messaging will thrive in the changing landscape.