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AI in Marketing Statistics: 49 Verified Stats With Sources

Last reviewed . Every stat links to its original source. By Muhammed Abdul Kalam · How we verify

Everyone has an AI statistic and most of them are recycled from a survey nobody has opened. This page keeps only figures from the organisations that ran the research, with the sample and the year.

Key stats

75%

Three in four marketers have adopted AI tools, yet Salesforce found most still deploy them to blast one-size-fits-all generic campaigns rather than personalised messages.

Salesforce, 2025
75%

75% of marketing leaders whose organizations invested in AI say the investment has yielded a positive ROI, per HubSpot.

HubSpot, 2025
79%

79% of marketers agree that AI and automation tools help them spend less time on manual tasks, per HubSpot.

HubSpot, 2025
1,200%

Traffic to US retail websites from generative AI sources increased 1,200% in February 2025 compared to July 2024, per Adobe Analytics.

Adobe, 2025
86%

Nearly nine in ten marketers say AI-driven personalisation has lifted the bar on what customers expect brands to deliver, according to Salesforce.

Salesforce, 2025
2.5x

Elite marketing organisations are 2.5 times more likely than underperformers to have woven AI capabilities throughout their entire marketing stack, per Salesforce.

Salesforce, 2024
On this page
  1. Adoption
  2. Use cases
  3. Productivity and outcomes
  4. Consumer attitudes to AI
  5. Risks and governance
  6. Where these numbers come from
  7. FAQs

Adoption

Three in four marketers have adopted AI tools, yet Salesforce found most still deploy them to blast one-size-fits-all generic campaigns rather than personalised messages.

Source: Salesforce, State of Marketing, Tenth Edition (2025)

Global

68.2% of marketers say they understand how to use AI in marketing, up from 47% in 2025, per HubSpot.

Source: HubSpot, 2026 State of Marketing (2025)

Global

Four in five marketers say they are comfortable letting AI handle customer replies at scale, but poor or siloed data remains the chief obstacle, per Salesforce.

Source: Salesforce, State of Marketing, Tenth Edition (2025)

Global

Use cases

Using AI to create personalized content is the top marketing trend for 48.57% of marketers in 2026, per HubSpot.

Source: HubSpot, 2026 State of Marketing (2025)

Global

70.2% of marketers believe they can adapt their strategy to changes in organic search such as AI overviews, per HubSpot.

Source: HubSpot, 2026 State of Marketing (2025)

Global

Productivity and outcomes

Elite marketing organisations are 2.5 times more likely than underperformers to have woven AI capabilities throughout their entire marketing stack, per Salesforce.

Source: Salesforce, State of Marketing, Ninth Edition (2024)

GlobalOlder data

Consumer attitudes to AI

Nearly nine in ten marketers say AI-driven personalisation has lifted the bar on what customers expect brands to deliver, according to Salesforce.

Source: Salesforce, State of Marketing, Tenth Edition (2025)

Global

Risks and governance

Fewer than one in three marketers are fully satisfied with how well they can consolidate customer data from multiple sources, per Salesforce.

Source: Salesforce, State of Marketing, Ninth Edition (2024)

GlobalOlder data

Where these numbers come from

Adobe

HubSpot

IBM

Salesforce

AI in Marketing statistics: FAQs

How widely have marketers adopted AI?

Adoption is near-universal at the leadership level: 91% of marketing leaders say their employees use AI to assist them, per HubSpot. Among individual marketers, 66% globally report using AI in their roles. Adoption ranges from experimenting to full implementation, with Salesforce finding three in four marketers have adopted AI tools but most still use them for generic campaigns rather than personalised outreach.

Does investing in AI actually deliver positive ROI for marketers?

75% of marketing leaders whose organisations invested in AI reported a positive return, according to HubSpot's 2025 State of Marketing. However, the picture at the broader organisational level is less rosy: IBM's 2025 CEO study found only 25% of AI initiatives have delivered the expected ROI, and just 16% have scaled successfully. The gap is typically explained by disconnected technology stacks and poor data quality.

How are marketers using generative AI day-to-day?

The most common use cases are content creation and research. Per HubSpot 2025, 52% of marketers use generative AI for text content such as blogs, 50.77% for email and newsletters, 48% for research, and 40% for image and design generation. A smaller but growing share (41%) use it to automate direct messaging and conversational marketing.

What are the biggest barriers to AI adoption in marketing?

Data quality and privacy are the primary blockers. Salesforce found 98% of marketers encounter barriers to personalisation, with data issues the most commonly cited cause. HubSpot found 42% of marketers say data privacy concerns have actively prevented AI adoption on their teams. Only 31% of marketers are fully satisfied with their ability to unify customer data across sources, per Salesforce 2024.

How is AI changing what consumers expect from brands?

AI is raising the bar significantly. Nearly nine in ten marketers say AI-driven personalisation has lifted customer expectations, per Salesforce. 83% of marketers say customers now expect two-way conversations across all marketing channels. On the consumer side, Adobe found 92% of shoppers who used AI for product research said it enhanced their experience, and 87% said they are more likely to use AI for larger future purchases.

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