While generative AI is often praised for its ability to boost efficiency, new research from General Assembly, reported by Marketing Week, shows that many marketers remain unconvinced about its impact on business outcomes.
Confidence in AI Remains Limited
Of the more than 300 marketing and sales professionals surveyed, 61 percent said they are not fully confident that AI can increase revenue. Nearly half, 46 percent, also admitted they are unsure whether AI improves the consumer experience.
A significant number of respondents questioned AI’s effect on day-to-day operations. About 22 percent said it has not improved productivity, and 18 percent believe adopting AI has added more work or distracted them from core strategic tasks.
Lack of Training Creates Barriers
The study highlights training as a major reason behind this skepticism. Only 17 percent of respondents reported receiving comprehensive training tailored to their role. A third, 32 percent, had no training at all. Of those who did, one in five said the training was too generic, and 15 percent said it focused more on abstract concepts than on practical applications.
This lack of guidance has led some professionals to seek out their own training, with 16 percent taking the initiative to find independent resources. General Assembly warns that leaving staff to fill in gaps on their own poses risks to consistency and governance.
What Marketers Want in AI Training
When asked what would help, respondents expressed a strong desire for practical, role-specific learning. Top preferences included self-paced online modules with industry examples (58 percent), ongoing training updates as AI evolves (57 percent), interactive workshops on use cases (48 percent), and peer-to-peer learning from colleagues already using AI successfully (45 percent).
Adoption Continues Despite Concerns
Even with mixed feelings about outcomes, 68 percent of professionals said they are already using AI in some capacity. Over half, 51 percent, are relying on AI agents to increase productivity. Adoption is highest in the UK at 75 percent, with sales professionals (74 percent) ahead of marketers (64 percent).
Most respondents reported light usage, with 55 percent using AI fewer than five times a day. However, a notable group of power users reported much heavier reliance: 15 percent use AI 10 to 19 times daily, and 5 percent use it more than 20 times a day.
Key Use Cases Emerging
The most common applications include content creation (57 percent), market research (49 percent), sales operations (47 percent), customer relationship management (42 percent), and advertising (41 percent). Other reported uses include campaign planning, social media management, and event execution.
Expert Perspective
Jourdan Hathaway, chief business officer at General Assembly, emphasized the need for tailored support: “Sales and marketing teams have been early adopters of AI, but a persistent skills gap prevents them from reaching their full potential. Today, every department needs training designed for its specific role.”
Looking Ahead
With only 69 percent of UK marketers reporting productivity gains from AI, there is still work to do before AI fulfills its promise. The findings suggest that while adoption is growing, confidence will only rise once organizations invest in training that moves beyond broad theory and into role-based practice.
