TLDR: In 2025, marketers are rapidly increasing their adoption of generative AI, with 91% producing more content and 75% in the U.S. regularly using AI for various marketing functions. Despite high expectations for growth acceleration, many teams face significant challenges in data security, system integration, and internal expertise, leading to a disconnect between AI’s promise and actual performance. The technology is seen as an accelerator for human marketers rather than a replacement, emphasizing the need for human oversight and strategic integration.
The landscape of marketing is undergoing a profound transformation in 2025, driven by the widespread adoption of generative artificial intelligence (AI). A new report from B2B tech company communications agency 10Fold indicates that a staggering 91% of marketers are producing more content this year than ever before. Nearly half of these professionals report their workload has increased by three to five times compared to 2024, yet three-quarters of these teams have only seen modest budget increases of 1% to 10% .
To meet these escalating demands, marketers are increasingly turning to AI. In the United States, three-quarters of marketers regularly leverage AI tools. While 67% utilize AI for content creation, its application extends to crucial areas such as planning, optimization, targeting, analytics, and business intelligence. Popular tools like ChatGPT remain in use, with half of marketers integrating AI capabilities directly into their existing technology stacks .
Despite the enthusiasm, a study by GrowthLoop, in partnership with Ascend2, highlights a significant disconnect between marketers’ high expectations for AI and the practical challenges of its adoption and execution. A substantial 74% of marketers believe AI can accelerate marketing growth by at least 10%, with over one-third anticipating gains exceeding 30%. However, only 34% describe their campaign cycles as fast or highly efficient, indicating a gap between potential and reality .
Crucially, AI is largely perceived as a tool to augment human capabilities rather than replace them. Approximately 83% of marketers using AI have not experienced job reductions in the past year, while 39% reported an increase in headcount. This suggests that AI is serving as a partner, enabling existing marketers to achieve more effectively. Danielle Sabrina, founder of Society22 PR, emphasizes the importance of the ‘human element’ in content creation, warning against overreliance on AI, as savvy consumers can detect entirely computer-generated content, which can erode trust and lead to a ‘lack of storytelling’ .
High-performing marketing organizations are distinguishing themselves by moving beyond superficial AI tools and deeply embedding AI into their workflows. These teams are utilizing AI for predicting customer behavior (48% vs. 37% of other companies), automating segmentation (37% vs. 25%), and improving SEO performance (34% vs. 25%). This strategic integration allows marketers to focus on higher-level strategy and drive measurable business outcomes at scale .
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However, significant barriers to AI adoption persist. Marketers cite data security (45%), system integration challenges (37%), and a lack of internal AI expertise (32%) as primary concerns. Experts like Phil Gamache, founder of Humans of Martech, stress the importance of having a solid data infrastructure and skilled teams to truly harness AI’s potential, stating that ‘AI can absolutely 10x your marketing speed, but only when you have the infrastructure and skills to handle that speed’ . The consensus is that AI is most effective when combined with human oversight, particularly in areas requiring context and creativity like content creation, personalization, and behavioral prediction .
