A. Guttmann
Research Lead covering media
Artificial intelligence (AI) use in marketing - statistics & facts
Artificial Intelligence (AI) has transformed from a niche technological tool to a cornerstone of marketing strategies. In light of this, the global market revenues of AI usage in marketing are anticipated to reach approximately 47 billion U.S. dollars in 2025 and are projected to exceed 107 billion by 2028. As businesses across the globe increasingly invest in data-driven automation and personalization tools, the explosion in adoption is shifting not only how companies approach marketing, but also how consumers engage with brands across the marketing landscape. Yet, what makes AI such an exciting game-changer for marketing professionals?
Despite the growing adoption, marketers still face several challenges in implementing AI. During a late 2024 survey, marketers identified reliability concerns as the biggest hurdle, followed by a lack of skills or training, and potential security risks. Nonetheless, the future use of AI in marketing looks promising, with 30 percent of organizations also implementing initial generative AI (GenAI) solutions and 27 percent evaluating their effectiveness, based on another 2024 study. This trend reflects the expectation that marketing budgets will increasingly be allocated toward AI-driven solutions.
Yet, apart from the possible demographic advantages, consumer comfort with brands using AI has declined. As a survey in 2024 indicated only 46 percent of consumers expressed comfort with brands utilizing AI, down from 57 percent in 2023. This shift in sentiment reflects growing concerns about the impact of AI on various aspects of consumer interactions with brands or concerns about how brands are implementing such tools. For example, according to another 2024 survey, over half of consumers expressed discomfort with brands using AI to create virtual ambassadors instead of celebrity spokespersons. Furthermore, nearly half of respondents were uncomfortable with AI-reliant product image editing and generated product pictures. These findings suggest that consumers are wary of AI's potential to create potentially misleading brand experiences.
Adoption and usage of AI in marketing
According to a worldwide 2025 study, marketers reported integrating AI in selected areas or exploring before implementation, whereas little more than one in 10 had no plans to use the technology. In general, AI tools powered by machine learning and natural language processing allow brands to analyze vast data sets in real-time, uncovering emerging trends or patterns in consumer behavior. Moreover, during a survey in 2025, when asked what the most effective applications of AI were in marketing automation, professionals cited targeting audiences, analytics and reporting, and personalization, among others. Likewise, automation tools have streamlined repetitive tasks such as email scheduling, A/B testing, and social media management, freeing marketers to focus on strategic creativity. The result can be a more agile marketing ecosystem, where decisions are increasingly proactive.Despite the growing adoption, marketers still face several challenges in implementing AI. During a late 2024 survey, marketers identified reliability concerns as the biggest hurdle, followed by a lack of skills or training, and potential security risks. Nonetheless, the future use of AI in marketing looks promising, with 30 percent of organizations also implementing initial generative AI (GenAI) solutions and 27 percent evaluating their effectiveness, based on another 2024 study. This trend reflects the expectation that marketing budgets will increasingly be allocated toward AI-driven solutions.
Young audiences favor AI, but brand trust is not a given
The demographic of AI app users provides valuable insights for marketers. Young adults aged 18 to 24 form the largest audience for AI-powered apps across various categories, including AI-supported companion apps and learning platforms. This inclination suggests that marketing strategies leveraging AI technologies should particularly consider the preferences and behaviors of this age group.Yet, apart from the possible demographic advantages, consumer comfort with brands using AI has declined. As a survey in 2024 indicated only 46 percent of consumers expressed comfort with brands utilizing AI, down from 57 percent in 2023. This shift in sentiment reflects growing concerns about the impact of AI on various aspects of consumer interactions with brands or concerns about how brands are implementing such tools. For example, according to another 2024 survey, over half of consumers expressed discomfort with brands using AI to create virtual ambassadors instead of celebrity spokespersons. Furthermore, nearly half of respondents were uncomfortable with AI-reliant product image editing and generated product pictures. These findings suggest that consumers are wary of AI's potential to create potentially misleading brand experiences.
Taking a strategic and measured approach to AI
As brands and marketing professionals continue to integrate AI into their operations and strategies, they need to carefully navigate these conflicting consumer perceptions to maintain trust and comfort. For marketers, AI has become an indispensable asset though its evolution calls for thoughtful and measured adoption.
