Marketers Embrace AI: The Need for Clear Direction
Despite the surge in AI adoption, a significant 64% of marketing teams lack a clear AI strategy, as revealed by a recent study from the AI Marketing Institute. This highlights a widespread issue within organizations; over half of the companies implementing AI do so without essential guidelines to ensure safe and effective operation.
The Landscape of AI Strategy in Marketing
According to the 2025 State of Marketing AI Report, the numbers reveal a concerning trend:
- 55% of respondents indicate their company lacks policies to guide AI usage.
- 51% lack an AI ethics policy or principles for responsible AI deployment.
- 59% do not have dedicated AI councils to develop necessary policies and practices.
However, there’s a glimmer of hope: the numbers are on the rise. For instance, the percentage of marketers reporting a roadmap for AI initiatives has increased to 25%, a notable six-point jump from last year. Similarly, those with an AI ethics policy nearly doubled from 23% in 2023 to 41% this year, and 29% now have an AI council compared to 25% in 2024.
H2: Signs of Progress in AI Integration
Marketers are beginning to recognize the critical importance of AI in their strategies, with three-quarters believing AI will be “very important” in the next year, reflecting an eight-point increase from the previous year. The perception of AI as “critically important” has surged by 20 percentage points since 2023.
These statistics highlight an upward trend in AI integration:
- 40% of marketers are actively testing AI tools.
- 26% are incorporating AI into their daily activities.
- 17% report AI is significantly reshaping their marketing approaches.
For marketing teams overall, 46% are initiating AI projects, and 14% are expanding AI use across their teams. This 60% total marks an 18-point increase from just 42% in 2023.
Explore more on AI readiness with our article: If your teams aren’t ready for AI, then your tools won’t matter.
With increasing demands to achieve more with less, it’s no surprise that 82% of marketers express a desire for AI to streamline repetitive, data-driven tasks. Secondary benefits include:
- 65% seeking actionable insights from data.
- 63% aiming for accelerated revenue growth.
H2: The Challenge of AI Training Remains Prevalent
A critical barrier to AI adoption is the lack of training, identified by 62% of marketers as their most significant challenge—the fifth consecutive year this issue has topped the list. Alarmingly, 68% report having received no AI training from their organizations. Unfortunately, this situation seems stagnant, as 51% of CEOs do not perceive training as a problem.
The implications of AI skills are weighing heavily on the marketing workforce. A growing 53% believe that AI will eliminate more jobs than it creates, up from 40% just two years ago.
H4: Looking Ahead: The Future of Marketing Jobs with AI
Source: AI Marketing Institute 2025 State of Marketing AI Report
Paul Roetzer, CEO of the AI Marketing Institute, has underscored the urgency of addressing this issue. In his report introduction, he stated,
“We are now seeing increasing signals that wide-scale job disruption from AI is on the horizon. We’ve already been seeing ‘quiet AI layoffs’ for the past six to 12 months… Companies are concealing these shifts under return-to-work policies to avoid bad PR.”
The most forward-thinking companies will prioritize AI training. Not only will this enhance their technological expertise, but it will also mitigate the high costs and lost opportunities associated with employee turnover.
H2: Methodology Behind the Insights
The findings in this report are based on a survey conducted among nearly 1,900 marketing and business leaders in essential digital marketing fields such as content marketing, social media, email marketing, analytics, advertising, and SEO. The survey took place from February to April 2025. For more information, the full report can be accessed here (Registration required).
In conclusion, while the landscape of AI in marketing is evolving, a clear strategy and training are vital for teams to harness its full potential. As AI becomes an integral part of marketing, organizations must commit to developing structured approaches and equipping their teams with the necessary skills to thrive.
