The future of AI in marketing
As we move deeper into the era of artificial intelligence (AI), marketing is undergoing a transformation unlike any we’ve seen before. The 2024 State of Marketing AI Report from the Marketing AI Institute offers a detailed look into how AI is reshaping the industry. With responses from nearly 1,800 marketing and business professionals, the report provides valuable insights into AI adoption, challenges, and future trends.
Here are the key takeaways from the 2024 report that every marketing professional should know:
1. AI literacy is more crucial than ever
Paul Roetzer, CEO of the Marketing AI Institute, stresses the urgency of accelerating AI literacy across organisations. While excitement around AI is growing, the report reveals a significant gap between enthusiasm and actual preparedness. Most companies lack sufficient training and strategies to fully integrate AI into their marketing operations.
Marketing teams are eager to adopt AI, but they need the right support to harness its full potential. Without proper education and guidelines, businesses risk falling behind as AI continues to evolve.
2. AI is moving from experimentation to daily workflows
One of the most encouraging findings is the increasing integration of AI into daily marketing tasks. The percentage of respondents using AI daily rose from 29% in 2023 to 36% in 2024. Furthermore, 15% of respondents indicated that they couldn’t imagine working without AI, more than doubling from 6% the previous year.
This shift shows that AI is no longer a futuristic tool but an essential part of modern marketing operations, helping teams automate repetitive tasks, create personalised content, and manage complex campaigns.
3. Saving time with AI: a top priority
The report highlights that reducing time spent on repetitive tasks is the most desired outcome for marketing teams using AI. A staggering 80% of respondents cited time savings as their primary goal. With AI taking over mundane tasks like data analysis, content generation, and campaign management, marketers can focus on strategy and creativity – areas where human intelligence excels.
4. Rising confidence in AI-powered tools
Confidence in evaluating and purchasing AI tools has risen, albeit slowly. About 48% of respondents rated their confidence as “medium,” and fewer participants now report low confidence compared to last year. However, there’s still room for growth, particularly as marketers navigate an ever-expanding AI tool landscape. Tools like ChatGPT, Microsoft Copilot, and Google Gemini have emerged as favourites among businesses, with ChatGPT leading the way.
5. AI education and training remain a barrier
Despite the growing usage of AI, lack of education and training continues to be a significant hurdle. An overwhelming 67% of respondents said that insufficient training was the top barrier to AI adoption, with only 25% of organisations offering any form of AI education.
This highlights a critical need for businesses to invest in upskilling their teams. Providing access to AI-focused education will not only improve AI implementation but also foster innovation and drive better marketing outcomes.
6. Ethics and governance are still lagging behind
With the rapid rise of AI tools, ethical concerns are becoming more prominent. However, the report shows that only 34% of companies have established generative AI policies, and even fewer (21%) have implemented AI ethics frameworks. As AI becomes more central to marketing, addressing ethical considerations such as data privacy, bias, and transparency will be crucial for long-term success.
7. The future of work: AI and human collaboration
Looking ahead, the report suggests that in the next 1-2 years, 80% of daily marketing tasks will be AI-assisted. But AI will not replace human marketers; instead, it will augment their capabilities, enabling more efficient and creative workflows. This hybrid model – human creativity enhanced by machine intelligence – represents the future of marketing.
Final thoughts
The 2024 State of Marketing AI Report clearly indicates that AI is no longer just a buzzword – it’s a vital tool driving efficiency, innovation, and growth in marketing. However, the journey to full adoption is just beginning. Companies must prioritise AI literacy, establish ethical guidelines, and empower their teams with the right tools and training to thrive in this AI-driven world.
As AI continues to evolve, those who embrace it strategically will be better positioned to outpace their competition and deliver more impactful marketing results.
Is your marketing team ready to leverage the full power of AI? Now is the time to start using a bespoke Marketing Assistant from Brandly in your daily operations.