The State of AI in Marketing 2025

Marketing isn’t just evolving—it’s being rewired.

Generative AI started as an experimental tool but is now positioned to become the core engine driving every campaign, workflow, and initiative. And the proof is in the research: AI is delivering real results for marketing leaders, driving higher productivity, better marketing ROI, and increased employee satisfaction. So much so that 79% of companies plan to expand AI adoption in 2025.

But here’s the catch – adoption alone isn’t enough. While marketers acknowledge the multiple benefits of AI, the majority (56%) still rely on ad hoc and early-stage applications, disconnected from existing tech stacks or workflows. Even more concerning, only 49% of companies track the ROI of their AI investments, and there’s a significant disconnect in AI maturity perception between CMOs and their teams.

The key to closing the gap between adoption & impact 
 is moving beyond generic, one-size-fits-all tools to 
 domain-specific AI—models tailored to a company’s 
 unique data, brand guidelines, and marketing 
 workflows. This isn’t just a best practice; it’s one of the defining traits of high-maturity organizations.