Using AI has rapidly evolved from an esoteric skill confined to data science and digital media teams into a technology marketers can access directly
Apr 9, 2025
The emergence of generative AI has transformed the marketing landscape, shifting AI from a niche skill to an essential tool accessible to all marketers. Once reliant on specialized IT teams, marketing departments can now independently implement AI solutions, thanks to user-friendly tools. This shift has led to widespread adoption, new hiring priorities, and deeper integration of AI into marketing strategy and operations.
Key takeaways
- AI adoption has accelerated rapidly: Marketers now use gen AI for everyday tasks like content creation, while departments are hiring AI specialists to build in-house solutions.
- Skills and hiring are shifting: Demand for AI-related skills nearly tripled between 2022 and 2023. Marketing roles increasingly include AI expertise alongside traditional skills.
- Tool ownership and strategy are now executive-level responsibilities: Senior marketing leaders are expected to manage AI tools strategically, with 84% researching and recommending new technologies.
- Decentralization is key: To fully leverage AI, executives must advocate for more autonomy in tech decision-making and budget allocation.
- AI is a strategic force multiplier: The most successful leaders won’t treat AI as a novelty but as a core capability embedded across operations, enhancing – not replacing – human judgment.
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