The HubSpot Blog’s AI Trends for Marketers Report [key findings from 1,000+ marketing pros]

By esantiago@hubspot.com (Erica Santiago)

Download Now: The Annual State of Artificial Intelligence in 2024 [Free Report]

With 66% of marketers globally using artificial intelligence in their roles, it’s no longer a matter of if you should use AI but how. How are other marketers (and your competition) using AI? How can you use AI ethically?

To understand AI in marketing in 2025, we surveyed over 1,000 marketing and advertising professionals worldwide.

Our findings will help us decipher AI trends, find the current most common use cases for AI, and learn how to navigate the technology as new laws and guardrails address its usage.

Table of Contents

Key Findings: The Current State of AI
Now that AI is the norm, are there regulations on the use of AI in marketing?
General Attitudes Towards AI
How Marketers Are Using AI at Work
The Future of AI for Marketers

Key Findings: The Current State of AI

1. AI is no longer an experiment — it’s integral to marketing workflows.

When AI first began gaining traction, we often encouraged marketers to experiment with AI and see if/how they can adopt it into their workflow.

Well, the days of just experimentation are over, and while the robots aren’t taking our jobs, they are now embedded in our workflows.

Here are the facts:

91% of marketing leaders say employees/teams at their organization use AI to assist them in their jobs.
82% of marketers say either they or their company invested in automation tools for employees to leverage in their roles.
66% report that their organization builds internal AI tools specifically for marketing teams.

As you can see from these stats, marketers have fully embraced AI as an assistive tool. So, if you’re still not embracing AI within your organization, best believe your competition likely is.

2. Though AI has become commonplace in marketing, barriers still keep more marketers from adopting new AI tools.

While AI has become crucial and normalized in marketing, many marketers are still hesitant to integrate new AI tools into their workflows. Here are the Top 3 concerns I’ve pulled from our survey:

Data Privacy — The majority of marketers in our survey (42%) say data privacy concerns have prevented their team from adopting new AI tools in the past year.
Training and Time Investment — 39% of marketers said investing in time and training on new AI tools created a barrier against adopting them.
Too Many Similar Tools — 35% of marketers say there are too many AI tools that all do the same thing but don’t connect to one another, creating more complications when adopting new ones into their workflow.

<img src="https://www.hubspot.com/hs-fs/hubfs/Copy%20of%20Linkedin%20-%201104×736%20-%20Horizontal%20Bar%20Graph%20-%20Dark%20(14)%20(1).jpg?width=612&height=408&name=Copy%20of%20Linkedin%20-%201104×736%20-%20Horizontal%20Bar%20Graph%20-%20Dark%20(14)%20(1).jpg" width="612" height="408" alt="Data Privacy — The majority of marketers in our survey (42%) say data privacy concerns have prevented their team from adopting new AI tools in the past year. Training and Time Investment — 39% of marketers said investing in time and training on new AI tools created …read more

Source:: HubSpot Blog