Fifty-two percent of marketing leaders surveyed believe they are underutilizing AI.
Their responses highlight challenges in building team capabilities, measuring results, and protecting brand voice and content quality.
Research from JM Search and Arketi Group captures perspectives from more than 100 marketing, communications, and PR leaders. The findings offer a closer look at how leaders are putting AI to work and where challenges remain.
Explore the findings and consider what they mean for your marketing team.
Inside the Report
- AI is everywhere. Impact is not. Adoption is widespread, but many teams are still in the early stages of putting AI into practice.
- The biggest win is productivity, not revenue. Leaders identify content creation, research, and analytics as valuable applications, with output and speed among the most measurable impacts.
- Adoption is only the beginning. Skills gaps, data quality, and a lack of internal benchmarks make AI ROI difficult to assess.
- Search is changing. Ownership is less clear. Visibility in AI-driven search is a priority, with responsibility spread across content, SEO, and other teams.
- Brand quality is a central concern. Leaders worry about losing their brand voice, declining content quality, and relying too heavily on AI outputs.
- Human judgment still matters. Human review, creativity, and authenticity remain important to maintaining brand trust.