A new study reveals that marketers are increasingly confident in artificial intelligence’s ability to drive business results, with an overwhelming majority planning to boost their AI investments in 2025. According to research conducted by Sago and Invoca, surveying 600 marketing professionals across the United States and United Kingdom, 94% of marketers report that AI technologies have already positively impacted their revenue in 2024. Of course, as someone who helps companies operationalize AI across their marketing initiatives, this comes as no surprise to me.
The enthusiasm for AI is reflected in concrete budget commitments, with 90% of companies (all with 100+ employees) having dedicated AI technology budgets for 2025. This widespread adoption signals a fundamental shift in how marketing departments approach technology investment and strategic planning.
Leadership and Expertise Growing Across Organizations
The study highlights a notable democratization of AI expertise within marketing teams. While executive leadership maintains a strong grasp of AI tools, with 54% of executives and directors identifying as AI experts (consistent with previous year’s figures), middle management has made significant strides.
The percentage of managers claiming expert-level familiarity with AI technology jumped from 32% in 2023 to 43% in 2024, indicating successful upskilling initiatives across organizational hierarchies. If you’re looking for these kinds of results, now is the time to start preparing for 2025.
Shifting Perceptions and Growing Optimism
The past year has witnessed a remarkable transformation in marketers’ attitudes toward AI. An overwhelming 92% of respondents reported increased optimism about AI’s potential, with 42% expressing they are “much more optimistic” and 50% “somewhat more optimistic.” Only 1% indicated decreased optimism, while 6% maintained their previous outlook.
Interest levels have similarly surged, with 47% of marketers reporting they are “much more interested” in AI technology compared to last year, and 43% noting they are “somewhat more interested.” This heightened interest suggests a maturing understanding of AI’s practical applications in marketing.
Self-Assessed AI Proficiency
The marketing industry’s commitment to AI adoption is evident in professionals’ self-reported skill levels:
- 47% identify as experts
- 45% consider themselves advanced users
- 7% classify themselves as novices
- None report being beginners or non-users
Larger organizations appear to be leading in AI expertise development, with 60% of marketers at companies with 1,000+ employees claiming expert status, compared to 40% at smaller firms.
AI Skills Critical for Career Advancement
The importance of AI expertise in marketing careers cannot be overstated, according to the study. An overwhelming 94% of respondents believe AI skills will carry greater weight in hiring decisions moving forward, with 52% expecting these skills to become “much more important” and 42% anticipating they will be “somewhat more important” in 2025. Notably, no respondents suggested AI skills would decrease in importance.
Investment Outlook
The positive experience with AI tools is driving continued investment, with 95% of marketers planning to increase their AI spending in 2025.
Half of the study participants indicated that their direct experience with AI technologies made them much more likely to boost investment, while 44% reported being somewhat more likely to increase their AI budget allocation.
Market Implications
This widespread adoption and planned investment in AI technology signals a significant shift in marketing operations and strategy. As organizations continue to report positive revenue impacts from AI implementation, the technology’s role in marketing is likely to expand further. The challenge moving forward will be translating this internal enthusiasm and expertise into enhanced customer experiences and maintaining consumer trust in AI-driven marketing initiatives.
The comprehensive embrace of AI across marketing departments, from leadership to management levels, suggests that artificial intelligence has moved beyond experimental status to become a core component of modern marketing strategy. As companies continue to invest in both technology and talent development, AI’s influence on marketing operations and outcomes appears poised for continued growth through 2025 and beyond.
Remember, AI won’t take your job. Someone who knows how to use AI will. Upskilling your team today, ensures success tomorrow. In-person and virtual training workshops are available. Or, schedule a session for a comprehensive AI Transformation strategic roadmap to ensure your marketing team utilizes the right GAI tech stack for your needs.
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