Report: 90% of Marketers Use AI, But Adoption Has Outpaced Strategy

A MarTech report on the state of AI in marketing revealed that over 90% of marketers say they use artificial intelligence, according to the platform. Content creation topped the list of use cases, while strategy development lagged behind the pace of adoption.

The report concluded that the primary obstacle is not access to tools, but integrating them into daily workflows. It noted that teams rapidly adopt multiple tools, then struggle to connect them to existing processes and systems.

The report identified four main obstacles: poor data quality, repetitive rework, constantly changing models, and what it described as "capable disconnected silos." This means each team possesses a powerful tool or data, but it remains isolated from the rest of the departments.

This means that AI gains in marketing depend on organization, not tools alone. Without clean data and integration between systems, the impact remains limited regardless of how many tools are used.

What Do These Terms Mean?

Workflow: The sequence of steps and stages that work goes through from inception to completion within a company.

Data Quality: The degree of accuracy, completeness, and consistency of data, which is a key prerequisite for training reliable AI models.

Isolated Silos: Departments or systems that operate independently from one another, with each entity keeping its own data and tools without integration.