As the wave of artificial intelligence is rising, affecting industry after industry, marketing is undoubtedly at the forefront of this transformation. To gain a comprehensive understanding of the integration of AI in marketing processes, Outcomes Rocket surveyed 1,229 marketers across various functions and company sizes. The results provide a clear image of a rapid development that sooner or later will become inseparable from the functioning of marketers, generation, and planning.
According to Outcomes Rocket research, AI implementation is transformational at scale, but it is not uniform. AI offers extraordinary opportunities; however, it also raises apprehension about accuracy, creative processes, and employment opportunities. Since the emergence of generative AI applications such as ChatGPT, the current embrace of agentic AI, the survey tracks the ways in which marketers are evolving into this new era.
The survey captures a diverse range of marketers, reflecting various professional levels and organization sizes. Around 28.4% of the participants were entry-level marketers, followed by medium-level professionals at 47.6%, senior professionals at 17.1%, C-level executives at 4.4% and at the last is 2.5% of other roles.
Regarding organization size, 43.6% of the respondents represent small businesses with 1-50 employees, 30.1% the size of medium-sized organizations with 51-250 staff, and 26.2% are the representation of large organizations with 251 and above employees.
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AI adoption in marketing
The most impressive part is that 89.5% of marketers are already including AI into their processes, emphasizing how widespread this tool has become. This rate of adoption ranges across all levels and the size of organizations, especially the small ones that extensively use it to develop a competitive advantage.
Generative AI dominates the toolkit
Out of all AI technologies currently integrated into marketing, generative AI stands out as the most widely adopted, with 93.5% of marketers being active users of these tools. This is not a surprising figure, given the importance of content creation within marketing alone, and the rise of this specific method in the last few years due to the introduction of social media.
ChatGPT, Jasper, and Copy.ai are some examples that fall under this category. They allow marketers to compose their blog posts, create ad copy, brainstorm campaign ideas, and even create visuals, and in many cases, within a few minutes.
Coming in as the second is data analytics AI. Around 61.9% of the marketers have adopted platforms such as Google Analytics, Tableau, or Looker to help them obtain insights using information on customer behaviour, campaign effectiveness, and web traffic.
In the generative AI sector, ChatGPT is the dominant force since 94.8% of generative AI users say that it is their primary tool. Its user-friendly interface, a set of powerful features, and its cross-disciplinary potential have earned it a place as a ready-to-go resource among both low-level marketing personnel and senior strategists.
Generative AI is mainly applied to create content: 82.4% of marketers are utilizing it to write articles, create social media captions, develop creatives, and generate ideas like headlines or taglines. However, that is not their limit, with data analysis, research, and personalization coming very close behind.
Agentic AI: still early, but growing interest
Only 24.3% of marketers have used agentic AI, which is capable of executing marketing campaigns with minimal human input. However, the market has been seeing positive improvement with rising awareness and experimentation. One in every three (33%) respondents indicates that their organization has already implemented or tried agentic AI, meaning that this movement should be closely observed in the next 12 to 24 months.