The HubSpot Blog’s AI Trends for Marketers Report [Key Findings from 1,000+ Marketing Pros]

The number of marketers who use AI in their roles has jumped 2.5X since last year’s AI Trends for Marketers report was released. We’re talking about a year-over-year jump from 21% to 74%.

To be fair, the majority of respondents did say that most people will use an AI tool to assist them in their jobs by 2024. Turns out they were right, so we decided to run it back.

This time, we surveyed over 1,000 marketing and advertising professionals for more insights on how they’re feeling about AI, what they’re using it for at work, and when they think the AI robots will start walking among us.

(Mostly kidding on that last one.)

Table of Contents

• Key Findings: The Current State of AI
• General Attitudes Towards AI
• How Marketers Are Using AI at Work
• The Future of AI for Marketers

Key Findings: The Current State of AI

1. AI helps businesses drive growth.

AI is becoming more and more accessible, and businesses are starting to see payoffs from their investments in automation.

Here are the facts:

• AI is making employees more productive — from both the employee POV and the organizational perspective.
• Marketers are saving time with AI, which allows them to focus their energy on more creative and higher-impact projects.
• Marketers are seeing a positive ROI when it comes to content creation. In all categories (i.e., email, social media, and blog), those who use it are seeing a positive yield.

By boosting employee productivity and effectiveness, AI allows companies to do more with less. And that means business leaders can capitalize on their existing resources without having to increase headcount.

2. AI knowledge and skills are becoming more valuable.

We asked marketers if they’ve used any educational resources to improve their knowledge and skills on AI-related topics, and 55% said yes.

The most common resources that marketers are using to improve their AI capabilities are educational videos (e.g., YouTube, TikTok), and social media...