2024 State of Marketing AI Report: Summary of Findings and Insights

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The 2024 State of Marketing AI Report, produced by the Marketing AI Institute in collaboration with Drift, presents a comprehensive analysis of how marketing professionals are integrating artificial intelligence (AI) into their workflows. This year’s report is based on data collected from nearly 1,800 respondents, marking the most extensive research conducted to date on the subject. The findings reveal significant trends in AI adoption, understanding, and the challenges faced by organizations as they navigate the evolving landscape of marketing technology.

Methodology

The survey was conducted from March to July 2024, gathering responses to 25 questions related to AI's role in marketing and business. A total of 1,784 respondents participated, with 73% completing the full survey. The respondents represented a diverse array of roles, industries, and company sizes, providing a rich dataset for analysis.

Key Demographics

• Roles: The majority of respondents identified as Directors (23%), Managers (22%), and CEOs/Presidents (20%). C-suite executives made up 32% of the total.
• Industry: The most common industry represented was marketing professional services (29%), followed by software (12%) and other professional services (8%).
• B2B vs. B2C: 51% of respondents identified their companies as exclusively B2B, while 37% operated in both B2B and B2C markets.
• Revenue: 51% of respondents worked at companies with $10 million or more in revenue, with a notable increase in respondents from large enterprises ($1B+) from 8% in 2023 to 13% in 2024.
• Employees: 53% of respondents were from organizations with 50 or more employees.

Key Findings in the State of Marketing AI Report

Here are the big picture items:

Understanding of AI

• 61% of respondents classified their understanding of AI as intermediate, up from 54% in 2023. Advanced understanding increased from 11% to 16%, while beginner-level understanding dropped from 35% to 23%.

Importance of AI to Marketing

• 66% of marketers indicated that AI is either very important or critically important to their marketing success over the next 12 months, a slight increase from 64% in 2023.

AI Adoption and Usage

• 99% of respondents reported using AI in some capacity, with 36% stating that AI is infused into their daily workflows, up from 29% last year. The percentage of those who "couldn't live without AI" rose from 6% to 15%.

Desired Outcomes from AI

• The primary outcome organizations seek from AI is to reduce time spent on repetitive tasks, cited by 80% of respondents. Other desired outcomes include gaining actionable insights from marketing data (64%) and accelerating revenue growth (59%).

AI Tools and Licenses

• 55% of respondents reported having access to ChatGPT Team or Enterprise licenses, while 31% had licenses for Microsoft Copilot. Notably, 29% indicated they did not have licenses for any of the popular AI tools.

Barriers to AI Adoption

• The most significant barrier to AI adoption remains a lack of education and training, reported by 67% of respondents. Other barriers include a lack of understanding (56%) and a lack of strategy (43%).

AI Policies and Governance

• Only 34% of organizations reported having generative AI policies, although this represents a 55% increase from 2023. Similarly, 36% indicated having an AI ethics policy, up from 21% last year. However, 71% of organizations do not have an AI council or roadmap.

Job Impact and Sentiment

• 47% of respondents believe AI will eliminate more jobs than it creates in the next three years, reflecting growing concerns about AI's impact on employment. Despite this, 68% expressed positive feelings about AI's overall impact on marketing and business.

Personal Use of AI Tools

• 99% of respondents are personally using AI, with 36% infusing it into their daily workflows. The percentage of those experimenting with AI has decreased from 45% to 26%.

AI in Marketing Report

The 2024 State of Marketing AI Report highlights a pivotal moment for marketers as they increasingly embrace AI technologies. While there is a clear enthusiasm for AI's potential to enhance productivity and drive business growth, significant challenges remain in terms of education, policy development, and strategic implementation. As organizations continue to navigate this rapidly changing landscape, the need for comprehensive training and robust governance structures will be critical to ensuring that all professionals can effectively leverage AI in their roles. The report underscores the urgency for companies to prioritize AI literacy and infrastructure to harness the full potential of this transformative technology.

Want to insulate against negative impacts from AI in your marketing function? The consulting team at Winsome Marketing can help you take the best and leave the worst of AI. Connect with us to learn more.