The State of AI Adoption in Marketing Teams: Year 2

AI has become a standard part of the modern marketing workflow.

In Brafton’s second annual State of AI Adoption in Marketing Teams report, we surveyed 163 marketers from around the world to uncover how organizations are using AI today, where adoption is accelerating and what challenges still stand in the way.

From content creation and productivity gains to governance gaps and training shortages, this report reveals how marketing teams are navigating the next phase of AI adoption.

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Inside the Report

Download the white paper to explore:

  • How many marketers are actively using AI.
  • The top use cases driving adoption across marketing teams.
  • Which industries and company sizes are embracing AI the fastest.
  • Why productivity — not cost savings — remains AI’s biggest benefit.
  • The concerns marketers still have about AI-generated content quality.
  • How organizations are approaching AI training, governance and policy development.
  • What marketers really think about AI’s future role in the industry.

Key Findings

  • 81% of marketers report using AI in their marketing processes.
  • 62% say they used AI “a lot more” in 2025 than in previous years.
  • 36% say AI helps them complete tasks faster, while 32% say it enables them to do more work overall.
  • 55% primarily use AI for content creation, with research, ideation, copywriting and metadata generation leading the way.
  • 61% of marketers say they’re learning AI on their own without formal training.
  • 58% of organizations still lack a formal AI policy, despite widespread adoption.

Download the report for the latest research on AI adoption, productivity, governance and the future of AI in marketing.