TLDR: Australian marketers are experiencing a significant rebound in confidence, reaching a three-year high with 71% expressing optimism for the year ahead. This surge is largely driven by the rapid adoption of generative AI, which has jumped from 20% in 2023 to 70% in 2025, and a strong focus on marketing automation as a key investment priority. Budget stability and a strategic shift towards upskilling in new technologies are also contributing factors to the renewed positive outlook.
Confidence among Australian marketers has surged to its highest point in three years, with a remarkable 71% of professionals expressing optimism for the year ahead. This significant uplift, a 15% rise from 2024’s sentiment levels, is detailed in the third edition of Sonar Group’s annual Australian Marketers Benchmarking Report 2025. The findings suggest a sector that is stabilizing and strategically adapting after several years of turbulence.
One of the most striking trends highlighted in the report is the dramatic increase in generative AI adoption. What was once an experimental technology for just 20% of marketers in 2023 has now become a mainstream tool, with adoption climbing to 70% in 2025. Marketing teams are increasingly leveraging generative AI for critical functions such as content creation, workflow support, and generating data-driven insights. Despite this widespread adoption, the report notes that many marketers are still navigating the challenge of translating AI usage into tangible business impact.
Efficiency remains a paramount concern for marketers, driven by evolving consumer expectations and persistent cost pressures. This focus has propelled marketing automation to the forefront of investment priorities, with 58% of marketers identifying it as their top area for expenditure. This marks a substantial increase from 49% in 2024 and a mere 17% in 2023, underscoring a growing imperative for scalable delivery models that support more personalized and responsive marketing strategies.
Budget confidence has also seen a healthy return. A significant 76% of respondents anticipate that their marketing budgets will either increase or remain steady. This newfound stability is helping to alleviate the anxiety that characterized much of the previous year, enabling teams to plan and execute campaigns with greater certainty. While inflation continues to be a moderating factor, marketers are generally expected to achieve more with existing resources.
Team structures are evolving to meet the demands of this dynamic landscape. Approximately 70% of marketers expect their team size to either grow or remain consistent, defying earlier forecasts of AI-driven job decimation. The emphasis is firmly on upskilling, with most leaders prioritizing training in AI, data analytics, and personalization to foster hybrid skill sets within their teams.
Sector-specific insights reveal varying levels of optimism and investment. Retail marketers lead the confidence curve, with an impressive 82% expressing a positive outlook for the year ahead. Financial services marketers show a strong intent to invest in AI, with 75% planning to do so, significantly higher than the average of 48%. Not-for-profit organizations are particularly keen on upskilling their teams in generative AI (86%), personalization (86%), and data and analytics (57%).
Scott Heron, Managing Director and Co-founder at Sonar Group, commented on the findings, stating, “It’s great to see some confidence re-entering the market, and that is showing in the way clients are approaching their marketing activities. The optimism is real, but it’s not naive – marketers know the stakes are high and they’re making smarter and more strategic moves in response.” He added, “With foundations in place, it’s now about building intelligent operations to fuel the next phase of growth in Australia’s marketing landscape.”
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The 2025 report draws on the perspectives of senior marketing leaders, with over 82% of respondents holding key roles such as CMO, CXO, marketing director, or head of marketing, brand, or digital. The survey encompassed a diverse range of industries, including retail, financial services, technology, and not-for-profit, primarily focusing on mid-sized organizations with 201–500 employees.
