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1、Research Series Conducted in Partnership with Leading Providers of Marketing Technology and Digital Marketing Agency Services.THE EVOLUTION OF AIIN MARKETINGResearch Created for Marketers20253.Methodology and Participants4.Introduction5.Success in the Use of AI for Marketing6.Use of AI in Overall Ma

2、rketing Strategy7.Most Efgective AI Tactics8.AI Challenges9.AI Tools 10.The Trust of AI to Make Critical Decisions11.Concerns About Using AI12.Future Impact of AI on Marketing13.Adopt or Die?14.About Ascend2 ResearchIN THIS REPORT.HOW TO USE THIS REPORT:TIP#1:ENGAGE YOUR AUDIENCE by turning the char

3、ts and insights into your own content.TIP#2:DISCOVER STRATEGIES,TACTICS AND TRENDS that are working for fellow marketers.TIP#3:IMPROVE YOUR OWN STRATEGY by using data that is relevant to your business.This Survey Summary Report is part of a series conducted in partnership with our participating Rese

4、arch Partners.Please feel free to adapt,copy,distribute and transmit this work.However,you must attribute the work as produced by Ascend2 and its Research Partners,but not in any way that suggests that they endorse you or your use of the work.When you share this content,please provide a link back to

5、 Put this content To good use!3Ascend2 benchmarks the performance of marketing strategies,tactics and the technology that drives them with a standardized online questionnaire and a proprietary 3-Minute Survey format.This survey was fielded to a panel of marketing professionals and marketing research

6、 subscribers.Primary Marketing ChannelB2B(Business-to-Business)23%B2C(Business-to-Consumer)49%B2B and B2C Equally28%Number of EmployeesMore than 50019%50 to 50030%Fewer than 5051%Primary role in companyOwner/Partner/C-Level48%Vice President/Director/Manager33%Non-Management Professional19%SURVEY RES

7、PONDENTSMETHODOLOGYN=312 Marketing Decision-Makers4Artificial Intelligence(AI)is transforming the marketing landscape at an unprecedented pace,offering innovative solutions to enhance efficiency,creativity,and customer engagement.But there are also many questions regarding AI,including ethical conce

8、rns,privacy issues,trust in the outputs,and more.The Evolution of AI in Marketing Survey seeks to uncover key insights into how marketing professionals plan to leverage AI to drive their strategies forward in 2025.This report serves as a resource to explore trends,benchmark your efforts,and navigate

9、 the ever-changing dynamics of AI-powered marketing.Ascend2 and our Research Partners conducted the Evolution of AI in Marketing Survey on January 17-20,2025.We thank the 312 marketing professionals who participated in the survey.We aim for you to use this research to plan and execute your 2025 mark

10、eting strategy.Here are a few recent reports in the Ascend2 research library that address the use of AI in specific marketing disciplines:THE EVOLUTION OF AI IN MARKETING 2025 The Future of the Martech Stack 2025 Content Marketing and AI The State of Email and Automation 2024 The Use of AI to Advanc

11、e Personalization Explore the Ascend2 Research Library for more topicsThe Evolution of AI in Marketing 2025 Survey Summary Report represents the opinions of all the market segments responding to the survey.Our participating research partners report specific market segments separately and exclusively

12、.Enjoy the journey of discovery and learning this report offers,and may it assist you in using AI to enhance your marketing programs.The Ascend2 Research Team5Evolution of AI in Marketing 2025 Conducted by Ascend2 and Research Partners Published January 2025SUCCESS IN THE USE OF AI FOR MARKETINGThe

13、data indicates that a substantial majority(85%)of marketing professionals find AI to be at least somewhat successful in achieving their marketing objectives,with 25%considering it best-in-class.However,14%still struggle to see success,suggesting that while AI adoption is high,optimizing its effectiv

14、eness remains challenging for some organizations.RATE THE OVERALL SUCCESS OF YOUR USE OF AI IN HELPING YOU ACHIEVE MARKETING OBJECTIVES.VERY SUCCESSFUL(BEST-IN-CLASS)25%SOMEWHAT SUCCESSFUL60%UNSUCCESSFUL14%6Evolution of AI in Marketing 2025 Conducted by Ascend2 and Research Partners Published Januar

15、y 2025USE OF AI IN OVERALL MARKETING STRATEGYAI adoption in marketing is progressing,with 56%of organizations integrating AI in select areas(39%)or extensively across multiple channels(17%).Meanwhile,26%are actively exploring AI but have yet to implement it,indicating a strong interest but potential

16、 challenges in execution.However,18%of respondents either have no plans to use AI(13%)or are unsure(5%),suggesting that barriers such as budget,expertise,or strategic alignment may hinder adoption for some organizations.HOW HAS YOUR ORGANIZATION INCORPORATED AI INTO ITS MARKETING STRATEGY?17%39%26%1

17、3%5%EXTENSIVELY INTEGRATED ACROSS MULTIPLE CHANNELSINTEGRATED IN SELECT AREASEXPLORING AI BUT NOT YET IMPLEMENTEDNO PLANS TO USE AI IN MARKETINGUNSUREEvolution of AI in Marketing 2025 Conducted by Ascend2 and Research Partners Published January 2025MOST EFFECTIVE AI TACTICSThe most effective AI-driv

18、en marketing tactics focus on enhancing content and communication,with content creation and enhancement(37%),email marketing optimization(36%),and social media management and ad targeting(35%)ranking as the top three strategies.Personalization of content(33%)and chatbots/conversational AI(25%)also d

19、emonstrate strong effectiveness,highlighting AIs role in improving customer engagement and automation.Meanwhile,tactics like voice and visual search optimization(20%)and predictive analytics for customer behavior(22%)are less frequently cited,suggesting that while AI is widely used for content and a

20、d optimization,some emerging technologies may still be in the early stages of adoption or impact.WHICH AI-DRIVEN MARKETING TACTICS HAVE BEEN MOST EFFECTIVE FOR YOUR ORGANIZATION?CONTENT CREATION AND ENHANCEMENTEMAIL MARKETING OPTIMIZATIONSOCIAL MEDIA MANAGEMENT AND AD TARGETINGPERSONALIZATION OF CON

21、TENTCHATBOTS AND CONVERSATIONAL AIPREDICTIVE ANALYTICS FOR CUSTOMER BEHAVIORAUDIENCE SEGMENTATION AND TARGETINGVOICE AND VISUAL SEARCH OPTIMIZATIONOTHER14%20%22%22%25%33%35%36%37%Evolution of AI in Marketing 2025 Conducted by Ascend2 and Research Partners Published January 2025AI CHALLENGESThe bigge

22、st challenges in adopting AI for marketing revolve around cost,integration,and compliance,with the high costs of AI tools(38%),integration with existing systems(37%),and data privacy and compliance concerns(37%)ranking as the top obstacles.Additionally,the lack of internal expertise(35%)and ethical

23、concerns(32%)highlight the need for more education,training,and ethical frameworks to support AI adoption.While resistance to change(24%)and unclear ROI(25%)are notable concerns,they appear less significant than structural and financial barriers,indicating that many organizations are willing to adop

24、t AI but struggle with implementation complexities.WHAT ARE THE BIGGEST CHALLENGES YOUR TEAM FACES IN ADOPTING AI FOR MARKETING?HIGH COSTS OF AI TOOLSDATA PRIVACY AND COMPLIANCE CONCERNSINTEGRATION WITH EXISTING SYSTEMSLACK OF INTERNAL EXPERTISEETHICAL CONCERNSLACK OF CLEAR ROIRESISTANCE TO CHANGE/L

25、ACK OF BUY-INOTHER8%24%25%32%35%37%37%38%Evolution of AI in Marketing 2025 Conducted by Ascend2 and Research Partners Published January 2025AI TOOLSAI-driven content creation tools(31%)lead the way in AI adoption for marketing,followed closely by ad targeting and optimization tools,chatbots,and mark

26、eting automation platforms(each at 29%).Predictive analytics(28%)and social listening tools(24%)are also widely used,indicating a strong emphasis on AIs ability to enhance personalization,automation,and audience insights.However,18%of respondents report using none of these tools,suggesting that whil

27、e AI is becoming a standard in marketing,a significant portion of organizations have yet to embrace its potential fully.WHAT TYPES OF AI TOOLS DOES YOUR ORGANIZATION CURRENTLY USE FOR MARKETING?AI-DRIVEN CONTENT CREATION TOOLSMARKETING AUTOMATION PLATFORMS WITH AI FEATURESCHATBOTS AND CONVERSATIONAL

28、 AI PLATFORMSAD TARGETING AND OPTIMIZATION TOOLSPREDICTIVE ANALYTICS TOOLSSOCIAL LISTENING TOOLS WITH AIVOICE AND VISUAL SEARCH TOOLSCUSTOMER DATA PLATFORMS(CDPS)WITH AI CAPABILITIESNONE OF THE ABOVEOTHER5%18%21%22%24%28%29%29%29%31%10Evolution of AI in Marketing 2025 Conducted by Ascend2 and Resear

29、ch Partners Published January 2025THE TRUST OF AI TO MAKE CRITICAL DECISIONSMost marketers(68%)acknowledge the value of AI-driven insights but still rely on human judgment to some extent,with only 13%fully trusting AI.Meanwhile,11%do not trust AI-driven insights,and 8%remain unsure,highlighting ongo

30、ing concerns about AIs reliability and the need for further validation and refinement of AI-generated recommendations.Building Trust in AI.By implementing a human-in-the-loop approach,marketing professionals can build trust in AI insights,where AI-generated recommendations are consistently validated

31、 with human expertise and real-world testing.Additionally,increasing transparency by understanding how AI models analyze data,ensuring ethical data usage,and leveraging AI tools with explainable algorithms can help marketers gain confidence in AI-driven decision-making.TO WHAT EXTENT DO YOU TRUST AI

32、-DRIVEN INSIGHTS FOR DRIVING CRITICAL MARKETING DECISIONS?13%33%35%11%8%FULLY TRUST AI INSIGHTSTRUST AI INSIGHTS BUT VALIDATE WITH HUMAN REVIEWSOMEWHAT TRUST AI BUT RELY MOSTLY ON HUMAN JUDGMENTDO NOT TRUST AI-DRIVEN INSIGHTSUNSUREEvolution of AI in Marketing 2025 Conducted by Ascend2 and Research P

33、artners Published January 2025CONCERNS ABOUT USING AIThe top concern among marketers regarding AI adoption is the loss of creativity and human touch(54%),highlighting fears that AI may dilute originality and personal engagement in marketing efforts.Over-reliance on AI(42%)and ethical issues with dat

34、a usage(40%)also rank highly,suggesting that while AI offers efficiency,marketers are wary of depending too much on automated processes and handling sensitive data responsibly.Additionally,concerns about bias in AI-driven decisions(29%)and lack of transparency in AI decision-making(35%)indicate that

35、 trust in AI remains a significant hurdle,requiring greater clarity and oversight in how AI systems operate.WHAT IS YOUR PRIMARY CONCERNS ABOUT USING AI IN MARKETING?LOSS OF CREATIVITY AND HUMAN TOUCHOVER-RELIANCE ON AIETHICAL ISSUES WITH DATA USAGELACK OF TRANSPARENCY IN HOW AI MAKES DECISIONSBIAS

36、IN AI-DRIVEN DECISIONSJOB DISPLACEMENT FEARSOTHER6%27%29%35%40%42%54%12Evolution of AI in Marketing 2025 Conducted by Ascend2 and Research Partners Published January 2025FUTURE IMPACT OF AI ON MARKETINGMarketers are split on AIs long-term impact,with 33%believing it will revolutionize marketing by e

37、nhancing efficiency and personalization.At the same time,an equal percentage see it as a helpful tool but not a transformative force.Meanwhile,concerns remain,as 14%expect AI to introduce more challenges than advantages,particularly around data privacy and ethics,and 11%fear oversaturation could dim

38、inish AIs effectiveness as a competitive differentiator.HOW DO YOU BELIEVE AI WILL CHANGE MARKETING IN THE NEXT 5 YEARS?33%33%11%14%9%IT WILL REVOLUTIONIZE MARKETING,MAKING IT MORE EFFICIENT AND PERSONALIZEDIT WILL BE A HELPFUL TOOL BUT WONT FUNDAMENTALLY CHANGE THE FIELDIT WILL BECOME OVERSATURATED

39、 AND LOSE ITS EFFECTIVENESS AS A COMPETITIVE DIFFERENTIATORIT WILL CREATE MORE CHALLENGES THAN ADVANTAGES,PARTICULARLY AROUND DATA PRIVACY AND ETHICSUNSURE13Evolution of AI in Marketing 2025 Conducted by Ascend2 and Research Partners Published January 2025ADOPT OR DIE?Most marketers(76%)agree that b

40、usinesses failing to adopt AI in their marketing strategies will face a significant competitive disadvantage,with 28%strongly agreeing and 48%somewhat agreeing.However,24%remain skeptical,suggesting that while AI is widely seen as a game-changer,some believe businesses can still compete effectively

41、without full AI integration.The Future is Bright for Marketing Professionals.Over the last five years,the role of marketing professionals has evolved dramatically,shifting from traditional campaign execution to data-driven decision-making,automation management,and AI-powered personalization.Marketer

42、s now analyze vast amounts of data,optimize omnichannel experiences,and leverage AI tools to enhance efficiency and customer engagement.As AI continues to reshape marketing in the next five years,embracing these changes will be essentialbut just as marketers have adapted before,they will continue to

43、 thrive by blending technology with creativity,strategy,and human insight.WITHIN THE NEXT FIVE YEARS,BUSINESSES THAT FAIL TO ADOPT AI IN THEIR MARKETING STRATEGY WILL BE AT A SIGNIFICANT COMPETITIVE DISADVANTAGE.28%48%17%7%STRONGLY AGREESOMEWHAT AGREESOMEWHAT DISAGREESTRONGLY DISAGREEWe fjnd the rig

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