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1、2024STATE OFMARKETING AI REPORT2024,Marketing AI Institute,All Rights Reserved.2024 STATE OF MARKETING AI REPORT2TABLE OF CONTENTS We Must Accelerate AI Literacy for AllNow.3 Executive Summary.4 Methodology.8 The Respondents.9 Roles.9 Areas of Marketing.9 Industry.10 B2B vs.B2C.10 Revenue.11 Employe

2、es.11 Key Findings.12 Understanding of AI.12 Importance of AI to Marketing.13 Marketing AI Outcomes.14 Stage of Marketing AI Transformation.15 AI Automation.16 Role in Evaluating and Purchasing Marketing AI Technology.17 Marketing AI Confidence Level.18 Barriers to Marketing AI Adoption.19 Marketing

3、 AI Education and Training.20 AI Ownership.21 AIs Impact on Marketing Jobs.22 Personal Use of AI Tools.23 Generative AI Licenses.24 Favorite AI Tools.25 Generative AI Policies.26 AI Ethics Policy.27 AI Councils.28 AI Roadmaps.29 Feelings on AI.30 AI Concerns.31 AI Excitement.32 Preferred Ways to Adv

4、ance AI Knowledge.33 Final Thoughts.34 About Salesloft.35 About Marketing AI Institute.352024 STATE OF MARKETING AI REPORT3We Must Accelerate AI Literacy for AllNowA Letter from Paul RoetzerFounder&CEO,Marketing AI InstituteThe fourth-annual State of Marketing AI Report proves that its never been mo

5、re important to accelerate AI literacy for all,as urgently as possible.This years research is our most expansive yet,containing data from almost 1,800 marketing and business professionals on how they use AI.And the picture it paints makes it very clear were at a crossroads.Our respondents are largel

6、y eager and excited to embrace AI.Many of them are actively infusing it into their work and piloting it at their companies.But their companies are failing to adequately support them,with the vast majority lacking AI training and education.Few provide guidance and policies to employees to foster AI a

7、doption.And most lack a near-term strategy for understanding AIs impact on their organization and applying it effectively to their operations.To be honest,this isnt surprising.At Marketing AI Institute,weve presented to and talked with thousands of marketers and business leaders over the last year.W

8、eve seen first-hand how executives are scrambling to adapt and devise AI roadmaps,while facing complex challenges,including:a lack of AI-savvy talent,legacy tech stacks,a rapidly expanding AI tech landscape,fear of change from staff,industry regulations,privacy and security concerns,and mounting com

9、petitive pressure.We believe AI will rapidly transform businesses,industries,jobs,the economy,and society.Yet the vast majority of professionals and leaders are not prepared for that change.There are an estimated 100 million knowledge workers in the United States alone.These knowledge workers includ

10、e not just marketers,but lawyers,bankers,developers,doctors,artists,teachers,and countless other rolesall of whom get paid for solving problems and producing outcomes using their intelligence.Rapid AI advancements in language,vision,prediction,persuasion,reasoning,decisioning,and action are about to

11、 augment human capabilities and redefine knowledge work at a rate and scale that the economy has never seen.Millions of jobs will be impacted as companies realize the power and potential of AI to drive productivity,efficiency,and profits.Without formal training,support,and guidance,far too many know

12、ledge workers risk getting left behind as AI disrupts every type of cognitive labor in marketing and outside of it.This is why weve made it our mission to Accelerate AI Literacy for All.The future of all work is human+machine,and we are progressing under the assumption that at least 80 percent of wh

13、at knowledge workers do every day will be AI-assisted to some degree in the next 1-2 years.Everyone,no matter their title,background,or seniority,must fully understand how to effectively and ethically apply AI to their role,function,and company before its too late.Now,heres the good news:This years

14、research is also full of positive signals that AI understanding and adoption is acceleratingand that many professionals are highly motivated to embrace the technology.In fact,chances are,your business is full of professionals hungry to augment and enhance their productivity and performance with AI.T

15、heyre just waiting on companies with the will and vision to point the way.PAUL ROETZER Founder&CEO,Marketing AI Institute2024 STATE OF MARKETING AI REPORT4Executive SummaryThe 2024 State of Marketing AI Report contains never-before-seen data from nearly 1,800 marketers and business leaders on how AI

16、 is being used in their work.The data builds on three previous years of research,allowing for rich comparisons of attitudes and behaviors over time.Respondents come from every size company imaginable,from under$1M in revenue to$1B+.While the majority work in marketing,non-marketing business leaders

17、also make up a sizable portion(20%are CEOs/Presidents,for instance).Heres what they have to say.AI Adoption And Understanding Are On The Rise99%of respondents say theyre personally using AI in some fashionand the level of AI usage is rising significantly.Thirty-six percent of respondents say that AI

18、 is now infused into their daily workflowsup 7 percentage points from 29%who said the same thing last year.There was also a significant jump in people who said they“couldnt live without AI,”from 6%in 2023 to 15%today.This is accompanied by a commensurate drop in the percentage of people simply exper

19、imenting this year(26%)from last year(45%),indicating that marketers and business leaders are expanding their use of AI in their work.Sixty-one percent of respondents now say they have an intermediate-level understanding of AI,up from 54%last year.Sixteen percent say they have an advanced understand

20、ing,also up from 11%last year.This is accompanied by a significant drop in the number who classify themselves as beginners,from 35%last year to 23%this year,indicating that the market is getting more educated on AI terminology and capabilities.The Majority Of Marketing Teams Are Now Piloting And Sca

21、ling AIWhen asked which stage of marketing AI transformation best describes their marketing teams,the majority now say they are either piloting or scaling AIa significant difference from last year.Fifty-one percent say theyre either piloting or scaling AI,compared to 42%last year.Additionally,confid

22、ence in purchasing AI technology is rising,though less quickly.Forty-eight percent of respondents rate their confidence in evaluating AI-powered marketing technology at a medium level,a slight rise over 2023(46%).Fewer people this year also rated themselves as low confidence(16%this year vs.21%last

23、year),and slightly more rated their confidence as high or very high(35%in 2024 vs.32%in 2023).Marketing AI Institute and Salesloft,have teamed up to produce the fourth annual State of Marketing AI Report,which provides unparalleled insight into the awareness,understanding,and adoption of artificial

24、intelligence in the marketing industry.2024 STATE OF MARKETING AI REPORT5Saving Time With AI Is The#1 Outcome Desired(By Far)When asked about the top outcomes their organizations were looking to achieve with AI,respondents overwhelmingly answered“reduce time spent on repetitive,data-driven tasks,”wi

25、th 80%of respondents citing this outcome.This was the most popular response by a wide margin.The next most common response was“get more actionable insights from marketing data,”which was cited by 64%of respondents.ChatGPT Is The Most Popular AI Platform Licensed In OrganizationsThis year,we asked if

26、 respondents were being provided with licenses to popular AI tools(ChatGPT,Microsoft Copilot,and Google Gemini).The majority(55%)said their organization provided them with a license to ChatGPT Team or Enterprise.Thirty-one percent said they were provided with a Copilot for Microsoft 365 license.And

27、just 17%indicated they had a Gemini for Google Workspace license.Significantly,29%said their organization didnt provide a license to any of the three options given:ChatGPT Team or Enterprise,Copilot for Microsoft 365,and Gemini for Google Workspace.This year,we also asked respondents to write in the

28、ir favorite AI tool or platform.ChatGPT was overwhelmingly the most popular answer,with more 590 people(37%)directly citing it.The second most common response was the AI-powered search engine Perplexity,with over 184 direct mentions(12%of respondents).Respondents also wrote in other popular AI assis

29、tants,such as Claude from Anthropic and Google Gemini,though at far lower rates.Lack of AI Education And Training Is Still A Massive BarrierThis is the fourth-annual State of Marketing AI Report,and every year,a lack of AI education and training is cited as the most common barrier to AI adoption in

30、marketing.This year is no different.Sixty-seven percent of respondents said a lack of education and training was the top barrier to AI adoption in their marketingand this number actually rose slightly this year versus last year,when 64%had the same response.Respondents were also asked outright if th

31、eir organization offered AI-focused education and training for the marketing team.Collectively,75%either said no(47%),that its in development(24%),or theyre not sure training exists(4%).While these numbers have improved a bit from last year,theyre still concerning.Only 34%Of Companies Have Generativ

32、e AI Policies(But Thats Up 55%From 2023)Respondents were asked if their organization had generative AI policies.Thirty-four percent said they did.While still very low,that is an improvement of 12 percentage points(or 55%)over last year when just 22%said they had these policies.Respondents were also

33、asked if their organization had any type of AI ethics policy or responsible AI principles,either publicly or internally-facing.Thirty-six percent said they did,a jump of 15 percentage points from 21%in 2023.2024 STATE OF MARKETING AI REPORT6The Vast Majority Of Companies Lack AI Councils and AI Road

34、mapsThis year,we asked respondents if their organization had an AI council charged with developing policies and practices and considering AIs impact on the company.Just 29%said they did have an AI council in place.However,the largest companies with$1B+in revenue bucked the trend,with 54%saying they

35、had one.We also asked this year if respondents marketing teams had an AI roadmap or strategy to prioritize near-term AI use cases.Only 19%of respondents said they did.Again,$1B+companies outperformed here,with 26%saying they had a roadmap or strategy.Nearly Half Of Respondents Believe AI Will Elimin

36、ate More Jobs Than It Creates In The Next Three YearsRespondents are more pessimistic than ever before about AIs impact on marketing jobs.Forty-seven percent say AI will eliminate more jobs than it creates in the next three years,a 7 percentage point jump from 2023.(The number of people who think mo

37、re jobs will be created rather than eliminated also fell by 5 percentage,to 31%of respondents.)There also appears to be a significant disconnect between how company leaders and lower-level employees view AIs disruption to employment.Executives(CEOs/Presidents,CMOs,and Other C-suite executives)are mo

38、st likely to believe more jobs will be eliminated by AIwith all having higher than 50%of respondents who believe this.Conversely,Managers are least likely to think AI would eliminate more jobs than it creates,with just 39%believing this.They were followed closely by Entry-Level employees,only 40%of

39、whom believe this.Every year,we also ask respondents how they see AI automating their marketing tasks.This year,more respondents than ever believe AI will lead to significant automation of work.A whopping 78%believe that more than a quarter of their marketing tasks will be automated by AI to some de

40、gree in the next 3 years.Whats more,34%of respondents expect anywhere from half to two-thirds of their marketing tasks to be automated in the same time frame.When combined with the lack of education,policies,and AI infrastructure like AI councils and AI roadmaps,this paints a worrying picture of AI

41、preparedness among workers at a time when AI may lead to job disruption.Overall Sentiment About AIs Impact Is Positive,But Many Have Concerns About Near-Term NegativesRespondents were asked,“How do you feel personally about AI and the impact its having on marketing,business,and society?”Sixty-eight

42、percent say they have positive feelings about AIs impact,and just 4%say they have negative feelings.Fourteen percent say they feel neutral or are unsure how they feel.These numbers are very close to last years,indicating no significant change in AI sentiment from 2023.Those positive feelings seem to

43、 stem largely from excitement about AIs potential impact on work and business.This year,we gave respondents a text box to write in what they were most excited about when it came to AI.The most popular answers revolved around AIs ability to make their work more efficient and productive.Other popular

44、answers focused on AIs potential to supercharge innovation and creativity,as well as its impact on business growth.2024 STATE OF MARKETING AI REPORT7That doesnt mean respondents dont have very real concerns about AI,though.This year,we also gave them the same opportunity to write in their top concer

45、ns about AI.Topping the list were concerns about lack of resources and knowledge to take advantage of AI,especially given the speed and pace of AI development.Many respondents expressed serious concern that they dont have the tools or time to adequately keep up with AIand could fall behind in their

46、companies and careers as a result.Respondents were also often worried about the misuse and abuse of AI,especially when it came to the propagation of deepfakes and instances where AI may be stealing copyrighted material.Other common concerns revolved around privacy and security,with many worried abou

47、t how to keep their data and systems private and secure when using AI.Its Clear That We Stand At A CrossroadsOur data this year shows that marketers and business leaders are largely all-in on AI,using it more than ever,adopting it within their companies at unprecedented rates,and viewing it positive

48、ly overall for its potential to improve their work.Yet its clear that we stand at a crossroads.As professionals integrate AI into their work,they are now seeing the potential for AI to disrupt business and employment as usual.And that disruption comes with some mixed feelings.On one hand,many find a

49、spects of it exciting,with AI offering ways to dramatically improve productivity and performance.On the other hand,they believe that AI will automate significant amounts of work and eliminate jobs.Are respondents adequately prepared for that?On a personal level,maybe.They are increasingly infusing A

50、I tools into their work and educating themselves on the technologyall good signs.But at the company level,lack of preparedness is worrying.The fact that education and training is still lagging so far behind,year after year,is a major red flag.So is the lack of AI policies,councils,roadmaps,and strat

51、egies at most companies.The data suggests that companies arent doing enough and clearly lack a sense of urgency to prepare workers or their companies for a business environment that is being rapidly disrupted by AI.2024 STATE OF MARKETING AI REPORT8MethodologyThe 2024 State of Marketing AI Report co

52、llected responses to 25 questions about AI and its role in marketing and business,as well as information on the demographics of the survey takers.The survey was in the field from March-July 2024.Respondents were not required to answer all of the questions in order to submit their responses.1,784 res

53、pondents completed at least some of the survey,with the vast majority(73%)completing the full survey.As such,the data presented in this report may reflect varying participation rates across different data points.Throughout the report,we clearly indicate the sample size of respondents for a particula

54、r answer set.In some places,percentages may add up to more than 100%,either due to multiple responses being selected or the rounding up of percentages for easy reading.The survey was primarily promoted via the Marketing AI Institute website,newsletter,podcast,and webinars,so it is possible that resp

55、ondents,who have shown a predisposition to AI content and information,may have higher awareness and adoption levels of AI than the broader industry.A note about an increase or decrease in percentages.“Percentage points is used when describing the arithmetic difference between two percentages.For exa

56、mple,going from 40%to 44%is an increase of 4 percentage points.Meanwhile,percent or%is used to describe the relative change from the initial value.For example,going from 40%to 44%is a 10%increase,because the 4 percentage point increase(44%-40%=4%)represents 10%of the initial 40%value(4%40%=10%).2024

57、 STATE OF MARKETING AI REPORT9The RespondentsSurvey respondents represent a diverse set of roles,marketing disciplines,and company sizes.RolesThe highest percentage of respondents(23%)identify themselves as Directors.The next highest role cited is Manager(22%),followed closely by CEO/President at 20

58、%.The C-suite as a whole comprises 32%of respondents.Chief Marketing Officers comprise 9%of the total.Areas of MarketingRespondents were asked about the areas of marketing theyre involved in.They could select multiple marketing categories.Content marketing leads the pack at 82%,followed by social me

59、dia marketing at 69%.Other top areas include email marketing(67%),analytics(62%),and advertising(62%).Percentage of Role RespondentsDirector.23%Manager.22%CEO/President.20%Other.10%Chief Marketing Officer.9%Vice President.9%Entry-Level.4%Other C-Suite.3%n=1,736 Percentage of Role RespondentsContent

60、Marketing.82%Social Media Marketing.69%Email Marketing.67%Analytics.62%Advertising.62%Comms/PR.55%Search Engine Optimization.51%Customer Experience.44%Sales.38%Ecommerce.21%Other.13%n=1,756OF RESPONDENTS IDENTIFY THEIR ROLESAS DIRECTOR-LEVELOR ABOVE.OF RESPONDENTS ARE INVOLVED IN CONTENT MARKETING.6

61、4%82%2024 STATE OF MARKETING AI REPORT10IndustryMarketing professional services is the industry most commonly identified by respondents,comprising 29%of those surveyed.Other common industries include software;professional services;other;education;health care;and manufacturing.Percentage of Role Resp

62、ondentsProfessional Services:Marketing.29%Software.12%Professional Services:Other.8%Other.8%Education.7%Health Care.6%Manufacturing.5%Media&Entertainment.4%Finance.4%Construction.2%Consumer Packaged Goods(CPG).2%Real Estate.2%Retail.1%Consumer Services.1%Telecommunications.1%Arts.1%Insurance.1%Gover

63、nment.1%Publishing.1%Travel.1%Transportation.1%Recreation.0%Hotels.0%Restaurants.0%n=1,755OF RESPONDENTS WORK IN MARKETING PROFESSIONALSERVICES.29%B2B vs.B2CWhen asked if their company was business-to-business(B2B)or business-to-consumer(B2C),51%say they are exclusively in B2B,while 37%say they are

64、in both B2B and B2C.Ten percent say they are exclusively in B2C.Given the overlaps,88%either work exclusively or partially in B2B,while 47%work exclusively or partially in B2C.Percentage of B2B vs.B2C RespondentsB2B.51%B2C.10%Both.37%NA .2%n=1,705OF RESPONDENTSWORK IN B2B.88%2024 STATE OF MARKETING

65、AI REPORT11RevenueThe majority(51%)of respondents work at companies with$10M or more in revenue.Thats a significant jump from 42%in 2023.Thirty-six percent of respondents say they work at companies with$50M or more in revenue,also a jump compared to 26%last year.Large enterprises($1B+)saw the bigges

66、t jump year to year.Last year,just 8%of respondents said they worked at$1B+firms.This year,its 13%(an increase of 5 percentage points or 63%)Revenue$0-$1M.27%$1-$10M.22%$10-$50M.15%$50-$100M.6%$100-$250M.7%$250-$500M.5%$500M-$1B.5%$1B+.13%n=1,695OF RESPONDENTS WORK IN ORGANIZATIONS WITH$10M OR MOREI

67、N REVENUE.51%EmployeesThe majority(53%)of respondents work at organizations with 50 or more employees,a 5 percentage-point increase from 2023.1-9.28%10-49.18%50-99.9%100-249.9%250-499.7%500-999.5%1,000-2,499.6%2,500-4,999.3%5,000-9,999.4%10,000-19,999.3%20,000+.7%n=1,74153%OF RESPONDENTS WORK AT ORG

68、ANIZATIONS WITH 50 OR MORE EMPLOYEES.53%EmployeesNumberPercentage ofRespondentsPercentage ofRespondents2024 STATE OF MARKETING AI REPORT12Key FindingsUnderstanding of AI61%of marketers classify their understanding of AI as intermediate.Q:“How would you classify your understanding of AI terminology a

69、nd capabilities?”When asked how they classify their understanding of AI terminology and capabilities,61%of respondents say they are at the intermediate level,an increase from last years 54%.Twenty-three percent say theyre beginners,a significant drop from 35%last year.And 16%say theyre advanced,up f

70、rom 11%last year.The increases in intermediate and advanced understanding,combined with the drop in number of beginners,indicate that the market is more familiar with terminology and capabilities today than in 2023.Entry-level employees far and away display the lowest percentage of respondents who c

71、ategorize themselves as having an advanced understanding of AI(9%).Entry-level employees are also the group most likely to say they have a beginner-level understanding(31%).CEOs/Presidents,on the other hand,have the highest proportion of respondents with an advanced understanding(26%).CMOs come in s

72、econd place,with 23%citing an advanced understanding of AI.As part of the State of Marketing AI Report,respondents were asked to answer 25 questions about their AI knowledge and how their organization uses AI in marketing.Here are their responses.AI Understanding Beginner.23%Intermediate.61%Advanced

73、.16%n=1,7572024 STATE OF MARKETING AI REPORT13Importance of AI to Marketing66%of marketers say AI is either very important or critically important to their marketing success over the next 12 months.Q:“How important is AI to the success of your marketing over the next 12 months?”Two-thirds of respond

74、ents(66%)say AI is either very important or critically important to the success of their marketing over the next 12 months.Thats a slight jump from 2023s 64%who said the same thing.Slightly more people said AI was“critically important”this year(28%)than last year(26%).The percentage who said AI was“

75、very important”stayed the same,as did the percentage who said AI was“not important at all.”1015202530354005Importance of AI to MarketingCritically importantVery importantSomewhat importantNot sureNot important at all28%25%4%4%38%n=1,7262024 STATE OF MARKETING AI REPORT14Marketing AI Outcomes80%say t

76、hat reducing time spent on repetitive tasks is the top outcome theyre interested in achieving with AI.Q:“What are the primary outcomes that your organization is interested in achieving with AI?Choose all that apply.”Respondents were asked which outcomes their organizations were interested in achievi

77、ng with AI,and could choose multiple options.The most popular response,by a wide margin,was“reduce time spent on repetitive,data-driven tasks,”with 80%of respondents citing this outcome.This was also the most popular response in 2023,and the number of respondents citing it this year rose 3 percentag

78、e points compared to last years responses(77%).The next most-desired AI outcome this year was“get more actionable insights from marketing data”at 64%,which rose several places from 2023s responses where it ranked fifth most important(59%of responses last year).“Accelerate revenue growth”also rose on

79、e place compared to last year,to the third most important outcome,with 59%of respondents citing it.That ties it with“unlock greater value from marketing technologies”(also 59%).The two lowest priority outcomes were“predict consumer needs and behaviors with greater accuracy”(41%)and“shorten the sales

80、 cycle”(29%).These were also the two lowest priority outcomes cited last year.In line with the overall numbers,decision-makers buying AI technology were most likely to want AI to reduce the time spent on repetitive,data-driven tasks,with 85%saying they desired this outcome.This is also the most-desi

81、red outcome for CEOs/Presidents,with 79%indicating it.Primary Outcomes to Achieve with AI Reduce time spent on repetitive,data-driven tasks.80%Get more actionable insights from marketing data.64%Accelerate revenue growth.59%Unlock greater value from marketing technologies.59%Generate greater ROI on

82、campaigns.58%Create personalized consumer experiences at scale.54%Drive costs down.50%Increase qualified pipeline.41%Predict consumer needs and behaviors with greater accuracy.41%Shorten the sales cycle.29%None of the above.2%n=1,755Percentage ofRespondents2024 STATE OF MARKETING AI REPORT15Stage of

83、 Marketing AI Transformation51%of marketers are now piloting or scaling AI.Q:“Which stage of AI transformation best describes your marketing team?”Respondents were asked which stage of marketing AI transformation best describes their marketing teams,with the options to choose from understanding,pilo

84、ting,and scaling.In a change from last year,a slight majority are now either piloting or scaling AI(51%answered either piloting or scaling).Forty-one percent said they were piloting AI this year,compared to 35%last year.And 10%said they were scaling AI versus 7%last year.In line with those findings,

85、the percentage of respondents who said they were in the initial understanding phase of AI transformation dropped significantly,from 58%in 2023 to 49%in 2024.Out of all company sizes,organizations with$250-$500M in revenue had the highest percentage of respondents who said they were in the understand

86、ing phase of AI(54%).Companies with$1B+in revenue had the highest percentage of respondents who were in the piloting phase(47%).And companies with$0-$1M had the highest percentage that said they were in the scaling phase(13%).Stage of AI Transformation Understanding:Learning how AI works,and explori

87、ng use cases and technologies.49%Piloting:Prioritizing,and starting to run,a limited number of pilot projects with narrowly defined use cases.41%Scaling:Achieving wide-scale adoption of AI,while consistently increasing efficiency and performance.10%n=1,7602024 STATE OF MARKETING AI REPORT16AI Automa

88、tion78%of respondents believe AI will intelligently automate more than a quarter of their marketing tasks in 3 years.Q:“What percentage of marketing tasks that your team performs are intelligently automated to some degree TODAY?(i.e.AI is applied to improve the efficiency and/or performance of the t

89、ask.)”Q:“What percentage of marketing tasks that your team performs do you believe will be intelligently automated to some degree in the NEXT THREE(3)YEARS?(i.e.AI will be applied to improve the efficiency and/or performance of the task.)”Today,only 20%of respondents say that more than 25%of their m

90、arketing tasks are intelligently automated to some degree due to AI.However,just three years from now,a whopping 78%say that more than 25%of their tasks will be automated,indicating AI is about to have a significant near-term impact on marketing work.Whats more,45%of respondents expect 51%or more of

91、 their marketing tasks to be intelligently automated to some degree by AI three years from now.Percentage of Tasks Automated0%1-10%11-25%26-50%51-75%76-100%Not sure6%0%3%15%33%34%11%3%31%13%5%2%4%40%Today (n=1,766)Next Three Years (n=1,707)2024 STATE OF MARKETING AI REPORT17Role in Evaluating and Pu

92、rchasing Marketing AI Technology38%of respondents are marketing AI technology decision-makers with purchasing authority.Q:“Which best describes your involvement in evaluating and purchasing marketing technology?”More than a third of respondents(38%)say theyre decision-makers within their organizatio

93、n,with the authority and budget to purchase marketing AI technology.Another 27%say theyre champions who advocate for marketing AI purchases internally,while 19%are influencers who research and recommend solutions.That means,overall,84%of 2024s respondents are involved in researching,recommending,cha

94、mpioning,and/or deciding on marketing AI technology purchases.Predictably,respondents who are CEOs/Presidents have the highest percentage of decision makers(85%).CMOs as a cohort have the second highest percentage of decision-makers(61%).1015202530354005Role in Evaluating and Purchasing Marketing Te

95、chnologyIm the decision maker with authority and budget to make purchasesIm a champion who advocates internally for the best solutionsIm an influencer who researchesand recommends solutionsIm a user who offers input based on needs and experiencesIm not involved in the decision-making process38%19%12

96、%4%27%n=1,7542024 STATE OF MARKETING AI REPORT18Marketing AI Confidence Level65%rate their confidence level in evaluating AI-powered marketing technology as medium,low,or none.Q:“How would you rank your confidence in evaluating AI-powered marketing technology?”Respondents most commonly(48%)rate thei

97、r confidence in evaluating AI-powered marketing technology at a medium level,a slight rise over 2023(46%).This year,fewer people rated themselves at a low confidence level(16%this year vs.21%last year).More also say their confidence is high or very high this year compared to last year35%in 2024 vers

98、us 32%in 2023.CEOs/Presidents and Other C-suite titles have the highest percentage of respondents who report confidence levels that are high(30%).CEOs/Presidents are also most likely to have very high confidence(18%).Confidence levels go hand-in-hand with AI understanding.Those who say they have a b

99、eginner-level understanding of AI are most likely to have low confidence in evaluating the technology(46%).Those with an advanced level of understanding are overwhelmingly likely to have high or very high confidence in evaluating AI(80%cited either high or very high confidence).Confidence in Evaluat

100、ing AI-Powered TechnologyNoneLowMediumHighVeryHighn=1,7562024 STATE OF MARKETING AI REPORT19Barriers to Marketing AI Adoption67%say a lack of education and training is a top barrier to AI adoption.Q:“Which of the following do you consider barriers to the adoption of AI in your marketing?Choose all t

101、hat apply.”Respondents were asked which barriers they faced when it came to adopting AI in their marketing.They could choose multiple barriers.The top barrier is a lack of education and training(67%),which remains the top barrier from 2023.In fact,slightly more respondents said this was a barrier no

102、w versus last year(67%vs.64%).At 56%,a lack of understanding and awareness is the second most common barrier,at the exact same percentage and spot as last year.And lack of strategy(43%)is the third most-cited barrier,same as last year.The barrier with the biggest jump between years was a lack of res

103、ources.In 2023,32%of respondents said this was a barrier.In 2024,its 38%.Additionally,the barrier of AI having“unknown risks”dropped significantly since last year,from 31%being worried about it in 2023 to 25%being worried about in 2024.Barriers to Adoption of AI Lack of education and training.67%Lac

104、k of awareness or understanding.56%Lack of strategy.43%Lack of talent with the right skill sets.40%Lack of resources.38%Fear or mistrust of AI.33%Lack of ownership or governance.30%Lack of executive support or vision.28%Lack of technology infrastructure.27%Unknown risks.25%Lack of the right data.23%

105、Unrealistic expectations.21%None of the above.4%n=1,755Percentage ofRespondents2024 STATE OF MARKETING AI REPORT20Marketing AI Education and Training75%of respondents employers do not have internal AI-focused education or training currently developed.Q:“Does your organization offer any AI-focused ed

106、ucation and training for the marketing team?”When asked if their organization offered AI-focused education and training for the marketing team,75%say either no(47%),that it is in development(24%),or theyre not sure(4%).Just 26%say their employer offers this type of training.Though low,these numbers

107、are improving year over year.The percentage who said their organization did offer training increased from 17%to 26%from 2023 to 2024.The percentage who said their organization did not offer training dropped from 54%to 47%.The percentages of respondents who said training was in development or they di

108、d not know if training was available stayed the same(24%and 4%,respectively).Companies with$250-$500M in revenue were most likely to say they had AI training available(33%).Companies with$100-$250M were least likely to have training,with 60%saying they did not have it.Organization Has Marketing AI E

109、ducation/TrainingYesNoInDevelopmentNotSuren=1,7632024 STATE OF MARKETING AI REPORT21AI Ownership32%say the CEO owns the adoption and integration of AI for marketing,followed closely by the CMO.Q:“Who in your organization owns the adoption and integration of AI technology for marketing?Choose all tha

110、t apply.”Respondents were asked who owns the adoption and integration of AI for marketing,and could pick multiple roles.The most common response is the CEO(32%),followed very closely by the CMO at 31%.Nineteen percent say nobody owns AI for marketing,the third-highest response.These numbers are very

111、 close to 2023s numbers,when 35%said the CEO owned AI,33%said the CMO owned it,and 21%said nobody owned it.Less-common owners cited by respondents include Chief Technology Officer(15%),the IT Department(13%),or other C-suite roles(11%).Predictably,at smaller companies the CEO is most likely to be in

112、volved in owning AI.52%of respondents at companies of$0-$1M in revenue say the CEO owns AI,while 44%at companies with$1-$10M in revenue indicate the same.The larger the organization gets,the more likely the CMO is involved in AI ownership.Companies with$250M+in revenue were most likely to say the CM

113、O had AI ownership,with 40%+of respondents in all cohorts indicating this answer.AI Owners Within Organization CEO.32%Chief Marketing Officer.31%No one owns it.19%Chief Technology Officer.15%IT Department.13%Other.12%Other C-Suite.11%Chief Information Officer.9%Chief Digital Officer.6%Chief Data Off

114、icer.5%n=1,760Percentage ofRespondents2024 STATE OF MARKETING AI REPORT22AIs Impact on Marketing Jobs47%of marketers surveyed say AI will eliminate more jobs than it creates.Q:“What do you believe the net effect of AI will be on marketing jobs over the next 3 years?”When asked about how AI will affe

115、ct marketing jobs in the next three years,respondents are more pessimistic than ever before.Forty-seven percent of respondents say AI will eliminate more jobs than it creates over the next three years,a 7 percentage point increase from 2023s 40%.Furthermore,the percentage of people who think more jo

116、bs will be created by AI fell by 5 percentage points,from 36%in 2023 to 31%this year.The percentage of people who answered“I dont know”decreased by 1 percentage point,while the percentage who said AI would not have a meaningful impact on jobs stayed the same at 8%.C-suite roles,including CEOs/Presid

117、ents,CMOs,and Other C-suite,are most likely to believe more jobs will be eliminated by AI,with all cohorts ranking above 50%.In contrast,Managers and Entry-Level employees are most likely to say more jobs will be created by AI(37%and 36%,respectively).Entry-Level employees are also most likely to sa

118、y AI will have no meaningful impact on jobs(13%)when compared to other groups.Net Effect on Jobs in Next 3 Years More jobs will be created by AI.31%More jobs will be eliminated by AI.47%I dont know.15%AI wont have a meaningful impact on jobs.8%n=1,7602024 STATE OF MARKETING AI REPORT23Personal Use o

119、f AI Tools99%of respondents are personally using AI in some way.Q:“How would you best describe your personal use of AI tools?”When asked how they personally use AI,respondents most commonly say they have infused AI into their daily workflow(36%).This is a big change from 2023 when people were more l

120、ikely to say they were experimenting.Since then,the percentage of those experimenting has gone from 45%in 2023 to 26%this year,while those infusing it into their workflows has gone from 29%last year to 36%this year.There was also a jump in those who said they couldnt live without AI,from 6%of people

121、 saying that in 2023 to 15%saying it now(that 9 percentage-point increase represents a 150%change).Last year,2%of people said they didnt use AI at all.Now,that number is 1%.CEOs/Presidents and CMOs are most likely to say they cannot live without AI(24%of CEOs/Presidents;21%of CMOs).Managers are leas

122、t likely to say they cannot live without AI(8%)and most likely to say they are only using AI periodically(28%).1015202530354005Personal Use of AI ToolsCouldnt live without AIInfused into my daily workflowExperimentingUse AI periodicallyDont use AI at all15%26%22%1%36%n=1,7202024 STATE OF MARKETING A

123、I REPORT24Generative AI Licenses55%of respondents say their organization provides them with a ChatGPT Team or Enterprise license.Q:“Which of the following generative AI productivity platforms does your organization provide you a license to use?Select all that apply.”This year,we asked respondents a

124、new question about which generative AI tools their organization gives them access to,if any.The majority(55%)indicated that their organization provided a license to ChatGPT Team or Enterprise.Copilot for Microsoft 365 came in a distant second,with 31%saying they had a license for it.Gemini for Googl

125、e Workspace was the least popular response,with just 17%saying they had a license for it.Significantly,29%said their organization did not provide a license to any of these tools.Bucking the overall trend,larger organizations were most likely to have access to Copilot for Microsoft 365 over other too

126、ls.Interestingly,the largest companies($1B+)are the least likely to say they have a ChatGPT license(34%),whereas the smallest companies($0-$1M)have the highest percentage of respondents who have it(68%).Companies with$250-$500M in revenue have the highest percentage of respondents who say they do no

127、t have licenses to any of the three popular tools(38%).Platforms That Organization Has License For OpenAI ChatGPT Team or Enterprise.55%Copilot for Microsoft 365.31%Gemini for Google Workspace.17%None of the above.29%n=1,7602024 STATE OF MARKETING AI REPORT25Favorite AI ToolsChatGPT is the most popu

128、lar AI tool among respondents.Q:“Do you have a favorite AI tool or platform?”This year,we asked a write-in question about respondents favorite AI tool or platform where they could write in any answers they wanted.ChatGPT,in some form,was hands down the most cited response,with almost 590 people(37%o

129、f respondents to this question)mentioning it as a favorite tool.The second most-cited response was Perplexity,the AI-powered search engine,with over 184 mentions(12%of respondents).Other foundational AI tools like Anthropics Claude and Google Gemini were also commonly cited.Other tools cited by resp

130、ondents included:Adobe Firefly;Canva;Descript;Grammarly;HubSpot;Jasper;MarketMuse;Microsoft Copilot;Midjourney;and Writer.2024 STATE OF MARKETING AI REPORT26Generative AI Policies34%of organizations have generative AI policies.Q:“Does your organization have generative AI policies which guide the use

131、 of AI-generated text,images,video,audio,and/or code?”When respondents were asked if their organizations had generative AI policies that guided the use of AI-generated text,images,video,audio,and/or code,58%say no.Eight percent are unsure if these policies exist.Despite this number still being far t

132、oo high,it has changed dramatically since last year.Last year,just 22%of respondents said they had generative AI policies,compared to 34%this year(that 12 percentage-point increase represents a 55%change).Not to mention,72%said they did not have policies,a response rate that dropped by 14 percentage

133、 points in 2024.The smallest companies,$0-$1M,are least likely to have generative AI policies,with 69%saying they dont have one.(However,this is an improvement from last year,when 80%of this cohort said they didnt have one.)Companies with$1B+in revenue were most likely to have a policy,with a 50%say

134、ing they have one in place.Organization Has Generative AI Policies Yes.34%No.58%Not Sure.8%n=1,7452024 STATE OF MARKETING AI REPORT27AI Ethics Policy36%of organizations have an AI ethics policy or responsible AI principles.Q:“Does your organization have an AI ethics policy and/or responsible AI prin

135、cipleseither public-facing or for internal use?”Respondents were asked if their organization had any type of AI ethics policy or responsible AI principles,either publicly or internally-facing.The majority(55%)say no.Thirty-six percent say they have policies.And 10%say they dont know if they have the

136、m.Still,like with the previous section on generative AI policies,this area has seen massive improvement since 2023.In 2023,just 21%of respondents said they had an AI ethics policy compared to 36%today(a 15 percentage-point rise representing a 71%change).The smallest companies are least likely to hav

137、e an AI ethics policyonly 28%of companies$0-$1M say they have one.Conversely,companies with$1B+in revenue are most likely to have an ethics policy,with 54%saying they did have one.Organization Has AI Ethics or Responsible AI Policies Yes.36%No.55%Not Sure.10%n=1,7482024 STATE OF MARKETING AI REPORT2

138、8AI Councils71%of organizations do not have an AI council or dont know if they have one.Q:“Does your organization have an AI Council charged with developing policies and practices,and considering the impact of AI on the company?”In another new question this year,we asked respondents if their organiz

139、ation had an AI council charged with developing AI policies and practices,as well as considering the impact of AI on the company.Sixty-three percent said their organization did not have an AI council.Another 8%said that they were not sure if an AI council existed within their organization.Just 29%sa

140、id they did have a council in place.The largest companies($1B+)were most likely to have AI councils,with 54%saying they have themhandily outpacing the overall average.Companies with$500M-$1B in revenue were second most likely to have them(43%).The smallest companies,perhaps predictably,were least li

141、kely to have AI councils,with 81%of$0-$1M companies and 72%of$1-$10M companies saying they did not have them.AI Council Yes.29%No.63%Not Sure.8%n=1,7562024 STATE OF MARKETING AI REPORT29AI Roadmaps81%of marketing teams do not have an AI roadmap or dont know if they have one.Q:“Does your marketing te

142、am have an AI roadmap or strategy that prioritizes AI use cases and projects for the next 1-2 years?”This year,we asked a new question about whether or not a respondents marketing team had an AI roadmap or strategy that prioritizes AI use cases and projects over the next 1-2 years.The overwhelming m

143、ajority either do not have an AI roadmap(71%)or arent sure if an AI roadmap exists(10%).Only 19%of respondents say they do have an AI roadmap or strategy.The largest organizations($1B+)were most likely to have an AI roadmap,though numbers are still low,with 26%saying they have one.The smallest compa

144、nies,$0-$1M,were least likely to have them,with 75%saying they did not.However,the vast majority of every cohort did not have a roadmap or was unsure they had one.AI Roadmap Yes.19%No.71%Not Sure.10%n=1,7422024 STATE OF MARKETING AI REPORT30Feelings on AI68%of respondents feel positive about AI and

145、its impact.Q:“How do you feel personally about AI and the impact its having on marketing,business,and society?”We asked again this year how respondents felt personally about AI and its significant impact on marketing,business,and society.Sixty-eight percent say they have positive feelings about AIs

146、impact and just 4%say they have negative feelings.Fourteen percent are neutral and 14%are unsure how they feel.These numbers are very close to last years responses,where 64%said they were positive,5%said they were negative,and 14%were neutral.Personal Feelings About AI Positive.68%Neutral.14%Negativ

147、e.4%Im not sure how I feel about it.14%n=1,7512024 STATE OF MARKETING AI REPORT31AI ConcernsRespondents are most concerned about the pace of AI development and the technologys misuse and abuse.Q:“What concerns you most about AI?”This year,we asked a write-in question about what concerns respondents

148、most about AI.When categorized,these concerns fell into some common groups,including:The speed and pace of AI development.Many respondents expressed concern in one way or another that AI moved so fast they could not keep up with it or worried they would be left behind.How fast everything is able to

149、move now,allowing(ironically)little time for strategic or out-of-the-box thinking The speed of change into an unknown,unregulated space,in which no one knows the limits of AI(and some wont care)which supplants our natural,evolved,and profoundly human sense of the world and our relationship to it.Tha

150、t it advances faster than we,as humans,can follow with.“Im concerned that the company I work for will fall behind because they are afraid of AI.”“How fast it is coming at us;separating the hype from reality;balancing the need to stay updated and learn/deploy without wasting time and cash on tech tha

151、t will be obsolete-that is,understanding it will take time for the major players to emerge and some features will be baked in to larger platforms.In short,confusing marketplace rn.”The misuse and abuse of AI.Respondents also often cited concerns about how AI could cause harm when misused or abused i

152、n various ways.Those include concerns about the misuse of AI for deepfakes and fraud,as well as the misuse of AI in stealing copyrighted material for training or creating outputs that mimic protected material.“Deep fakes Voice replication,identity theft “That my writing voice will be copied”“It bein

153、g used for propaganda and misinformation”“Copyright infringement”Privacy and security.A significant number of respondents were worried about AIs impact on privacy and security,with many directly citing“data privacy”as a top concern.Data security was also a concern,especially as it relates to adoptin

154、g AI tools within an organization.Data privacy Copyright and data protection.Our organization is huge and conservative.and it takes many months to get approval for tools.It is quite difficult to pilot the tools because of the red tape between IT,supply chain,and cybersecurity.Data security Cybersecu

155、rity risks,primarily in people not understanding the vulnerabilities they create out of pure lack of education and understanding.I dont believe most people will intentionally create risk,but scammers are many steps ahead of most of the public and the naivety of the minority will hurt the majority.20

156、24 STATE OF MARKETING AI REPORT32 Lack of resources and knowledge.A lack of the right resources and knowledge about AI is a major concern for respondents.Many cited fears around not knowing where to start with AI,a lack of understanding of AIs safety and capabilities,and limited bandwidth and resour

157、ces to fully seize AI opportunities in their careers and companies.I dont know where to start.”I dont know what the AI tools I use are doing with my data when I ask it questions,or upload files into it for processing.Training on how to use and adoption by team “Lack of talent to drive/infuse the cul

158、ture needed for the organization.”I dont feel like I have the bandwidth to devote the necessary time to developing a marketing roadmap,explore all the resources/tools available,develop/recognize top use cases,and prioritize the right investments.It feels like a whole other full-time job!AI Excitemen

159、tMany respondents are excited about AIs ability to drive productivity,creativity,and business growth.Q:“What are you most excited about when it comes to AI?”This year,we also asked a write-in question about what respondents were most excited about when it comes to AI.The most common answers fell int

160、o a few different categories:Efficiency and productivity.Many respondents were excited about AIs ability to make their work more efficient and more productive.That included AIs impact on daily tasks,the work of entire teams,and organizational efficiency within companies.The sheer ability and ease to

161、 complete tasks and implement with speed.”Workflow optimization”“Using AI tools to do all the manual killjoy activities,get marketers to scale and level up their creative,project management and strategic skillset,free up time for human to human interaction.”“Automating repetitive tasks”Productivity

162、and the ability to make better business decisions and optimize marketing accordingly”Innovation and creativity.Respondents were also excited about AIs ability to help them do more innovative and more creative work.That included AIs ability to generate new ideas,spark human creative output,and solve

163、important problems within companies and industries.“More time for creativity and critical thinking”“The ability to unlock and unleash creativity.”“Converting my ideas into text and images”“Accelerate innovation”“I ask it all the time for help building on my ideas,or to make something that I have wri

164、tten even better.”2024 STATE OF MARKETING AI REPORT33 Automation and business growth.Automation and business growth were also areas of excitement for many respondents.Respondents see ample opportunities for AI to automatically perform tasks and ultimately grow businesses faster than before.“Great op

165、portunity to make marginally profitable businesses more valuable”“It helps me automate my tasks”“The automation of mundane tasks to free up my teams to be more focused on strategy”“Ability to accelerate growth”“Expanded possibilities to grow existing businesses and jumpstart new ones.”Preferred Ways

166、 to Advance AI Knowledge85%of marketers prefer to advance their AI knowledge through online events.Q:“Which of these are your preferred ways to advance your AI knowledge and capabilities?Choose all that apply.”We wanted to learn how marketers advance their AI knowledge and capabilities,so we asked w

167、hich ways they preferred.(Respondents could pick multiple options.)The most popular answer(85%)is through attending online events like webinars and virtual summits.The second most popular option(76%)is taking online courses.Reading books and articles and listening to podcasts are tied for third plac

168、e,with 65%of respondents preferring each.This years numbers were very similar to last years,rarely deviating by more than a couple of percentage points in either direction year over year.Preferred Ways to Advance AI Knowledge Attend online events(webinars,virtual summits,etc.).85%Take online courses

169、.76%Listen to podcasts.65%Read books and/or articles.65%Join and participate in online communities.47%Attend in-person events.45%None of the above.1%n=1,756Percentage ofRespondents2024 STATE OF MARKETING AI REPORT34Final ThoughtsSince 2016,Marketing AI Institute has been teaching marketers and busin

170、ess leaders how to understand,pilot,and scale AI.Back then,things were much different than today.AI was largely creating value by giving businesses the ability to make better predictions from data.There were far fewer tools to vet and adopt.And the vast majority of businesses had not yet woken up to

171、 the fact that AI was about to change everything.At the time,we predicted that exponential improvement of AI technology(caused by breakthroughs in deep learning,an explosion of data,and vast quantities of compute)would result in every area of marketing and business becoming smarter.In the process,it

172、 would fundamentally transform how we do knowledge work of every type in every industry.This prediction is now coming true.And its coming true fast.We now have increasingly capable AI that can be applied to a wide range of business domains to dramatically increase productivity and performance.Since

173、this report came out last year,weve gained access to models like GPT-4o,Gemini 1.5,and Claude 3.5 that are leaps and bounds beyond their(very recent)predecessors.And were already beginning to see ambitious professionals and companies leverage these incredible tools to change how we all do business.A

174、 more intelligent future isnt just approaching.Its here.And,as this years data shows,every business and every leaderin every industrymust rise to meet it.2024 STATE OF MARKETING AI REPORT35About Salesloft Salesloft helps revenue teams close more deals by aligning actions across the entire buyer jour

175、ney with the only platform built around the sellers workflow.Trusted by top companies like Google,IBM,and Cisco,the Salesloft Revenue Orchestration Platform drives productivity,pipeline efficiency,and superior revenue outcomes.About Marketing AI InstituteMarketing AI Institute is a media,event,and e

176、ducation company founded in 2016 that makes AI approachable and actionable for marketers and business leaders.The Institute owns and operates the Marketing Artificial Intelligence Conference(MAICON),AI for Writers Summit,AI for Agencies Summit,and AI for B2B Marketers Summit,hosts The Artificial Intelligence Show podcast,runs the AI Academy for Marketers featuring Piloting AI and Scaling AI course series and an AI Mastery Membership,and published Marketing Artificial Intelligence:AI,Marketing and the Future of Business(Matt Holt Books,2022).Learn more at .