HubSpot, the popular CRM platform, has released its annual report on AI usage trends among marketers, titled “Marketers’ AI Trends.” The report reveals a growing adoption of artificial intelligence (AI) in the marketing industry, with impressive numbers. More than 1,000 marketing and advertising professionals in the United States were surveyed. Here are the key takeaways from the study.
Rapid and growing adoption of AI
Two years ago, AI was a minor concern for marketers. Today, 74% of marketers use at least one AI tool in their work, compared to just 35% last year. This rapid adoption underscores the growing importance of AI in modern marketing.
Professionals optimistic about the potential of AI
The majority of marketers surveyed recognize the benefits of AI. According to the report, 68% of marketers believe AI has improved their business dynamics, 69% say it has helped personalize the customer experience, and 70% report improved team collaboration as a result of the technology.
Positive Impact on Careers and Productivity
AI is not only transforming businesses, it’s also boosting marketers’ careers. More than 68% of professionals surveyed say AI has helped them grow their careers. Additionally, nearly 70% of leaders who have invested in AI report a positive ROI in employee productivity and effectiveness. AI tools enable employees to be more productive (45%), make informed decisions based on data (39%), share information more effectively (39%), and improve their work efficiency (34%).
Integrating AI into existing tools: a key to adoption
Nearly three in four marketers use an AI tool in their daily work. The most popular use cases share one common thread: unification. In fact, 74% of marketers say adding AI capabilities to the tools they already use, such as CRMs and productivity tools, has driven adoption.
Top AI Tools Used
The top five AI tools used by marketing teams in the past year are:
- Chatbots for quick, personalized responses (35%)
- AI-enhanced CRM and marketing tools (25%)
- AI-enhanced productivity tools to streamline daily tasks (23%)
- Visual AI tools to generate images (23%)
- Text generation tools to create high-performing content faster (22%)
AI and Content Creation: A Winning Duo
In a In a world where marketing channels are multiplying, the use of AI for content creation (43%) remains the top use case for the second year in a row. However, marketers are not ready to give up all control: 86% of them edit AI-generated content before publishing it. Generating images (47%), writing copy (45%), and reviewing content quality (44%) are among the top tasks associated with content creation. The most popular formats include emails and newsletters (47%), social media posts (46%), and blog articles (38%).
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