New research from ISBA shows that marketers using at least one generative AI use case rose sharply, from 9 percent in 2024 to 41 percent in 2025. This data was shared by Marketing Week.
What is Driving This Uptick
Marketing teams are integrating generative AI into day-to-day operations instead of keeping it in isolated pilot projects. The most common applications include:
- Content creation, such as ad copy, social posts, and product descriptions
- Creative testing, where AI helps refine visuals and messaging before launch
- Media planning, with predictive tools improving targeting decisions
- Campaign measurement, using AI-driven models to forecast and evaluate outcomes
This shift highlights how AI is moving beyond hype into real-world workflows, streamlining execution and boosting efficiency across marketing functions.
Training and Capability Gaps
Despite the rapid adoption, many marketers still feel underprepared. ISBA’s findings echo previous surveys pointing to a persistent skills gap in applying generative AI. While some professionals have embraced AI as a creative partner, others lack the structured training needed to make its use consistent and reliable.
The report suggests that structured training and industry-wide standards will be critical in ensuring that AI is used responsibly and delivers tangible business results. Without this, organizations risk inconsistent adoption and uneven performance across teams.
Implications for Agencies and Brands
Agencies are also adapting by rethinking their role as AI reshapes marketing. Some are positioning themselves as strategic advisors that help brands use AI safely and effectively, while others are embedding AI into their production pipelines to stay competitive.
For brands, the message is clear: generative AI is no longer optional. As it becomes embedded in creative and operational processes, those who delay adoption may struggle to match the speed, personalization, and efficiency of competitors already leveraging the technology.
Outlook Moving Forward
If current adoption trends continue, generative AI could become as central to marketing as programmatic buying or CRM platforms by 2030. Marketers are exploring AI agents for campaign automation, customer insights, and creative production at scale. The winners will likely be those who combine automation with strong human oversight, ensuring that speed and efficiency do not come at the expense of creativity and brand safety.
