Artificial Intelligence (AI) has firmly entrenched itself at the heart of Marketing Technology (MarTech), driving unprecedented change across global markets. According to the comprehensive 2025 "Trust, Attitudes, and Use of Artificial Intelligence" report by KPMG and the University of Melbourne, AI's integration into everyday marketing tasks has grown exponentially since the arrival of generative AI tools like ChatGPT, dramatically reshaping how marketers strategise and operate.

The Rise and Rise of AI Adoption

The explosive adoption rate of AI systems has transformed marketing landscapes globally. The KPMG study highlights that two-thirds of global respondents now regularly use AI, with more than half using it weekly or daily. This surge is largely attributed to user-friendly interfaces, low barriers to entry, and the widespread availability of powerful, general-purpose generative AI tools.

Notably, this trend is particularly pronounced in emerging economies, where approximately 80% of respondents regularly utilise AI, compared to 58% in advanced economies. India, Nigeria, the UAE, China, and Saudi Arabia emerge as frontrunners, showcasing robust AI adoption rates exceeding 80%. This rapid adoption is reshaping MarTech dynamics, as emerging markets quickly leverage AI-driven insights and personalisation capabilities to gain a competitive advantage.

AI Literacy Gap: A Global Challenge for Marketers

However, despite widespread adoption, the report underscores a significant global AI literacy gap—particularly stark within advanced economies. Approximately 61% of respondents have not received formal AI training or education, and nearly half lack confidence in their AI knowledge. This lack of formal training significantly impacts marketers, as limited AI literacy hampers their ability to maximise the strategic benefits of AI-driven campaigns.

Alarmingly, almost half of social media users remain unaware that platforms they engage with daily—such as Instagram, Facebook, and TikTok—are fundamentally driven by AI algorithms. Marketers, therefore, face a challenge: consumers are heavily influenced by AI-curated experiences, yet many remain oblivious to AI's role. Bridging this gap in awareness and education is now critical for the ethical deployment and maximum effectiveness of AI-driven marketing.

Trust in AI: A Complex, Nuanced Relationship

A key highlight of the KPMG report is the complex relationship consumers and employees have with AI. Trust in AI varies significantly across markets, directly impacting MarTech effectiveness. While 58% of respondents generally trust AI, there's a pronounced divide between technical trust—confidence in AI's operational capabilities—and ethical trust, concerning safety, privacy, and fairness.

For marketers, this trust differential presents strategic implications. Consumers readily embrace AI's convenience and personalisation yet remain wary about privacy and security concerns. Approximately 54% of global respondents expressed worry about trusting AI systems, particularly in advanced economies, where skepticism is notably higher. Marketers must therefore balance AI's immense potential for targeted, personalised marketing with transparency and robust data governance to maintain consumer trust.

Balancing Benefits and Risks: The Double-edged Sword of AI in MarTech

AI undeniably brings substantial benefits to MarTech, enhancing campaign precision, efficiency, and innovation. The report highlights numerous positive outcomes: increased efficiency (73%), enhanced innovation (68%), improved decision-making capabilities (65%), and greater accuracy and personalisation in consumer engagement (63%).

Yet, alongside these benefits come significant concerns. Respondents expressed widespread unease about privacy risks, data security, and the erosion of human connections. Cybersecurity threats, misinformation, loss of intellectual property, and reduced human interaction topped the list of concerns. Marketers, therefore, face the challenge of maximising AI's benefits while mitigating associated risks, especially as consumers become more cautious about AI-enabled interactions.

Regulatory Urgency: Consumer Expectations and Compliance Challenges

The report underscores an overwhelming public demand for more robust AI regulations, with 70% advocating stringent governance. However, only 43% believe current laws sufficiently protect them from AI-related risks. Consumers globally favor a multi-layered regulatory approach involving international standards, government oversight, and industry co-regulation.

For MarTech practitioners, this poses a dual challenge. On the one hand, they must anticipate and comply with evolving global AI regulations. On the other hand, proactive engagement in shaping ethical and transparent AI practices is essential for maintaining consumer trust and confidence in digital interactions. The emphasis on combating AI-generated misinformation—favored by 87% of respondents—also calls for marketers to adopt stringent content verification processes, ensuring credibility in AI-driven marketing content.

Workplace and Educational Impacts: Shaping Future Marketers

The KPMG report delves into AI’s transformative impact on workplaces and educational institutions, crucial areas shaping the future of MarTech talent. Three in five employees regularly use AI at work, most frequently opting for free, publicly available generative AI tools over proprietary systems. This high usage underscores an urgent need for organisations to implement effective AI governance and training programs to mitigate risks from complacent or inappropriate use, such as inadvertently sharing sensitive data or becoming overly reliant on AI recommendations.

Equally impactful is AI's role in education, shaping future marketers' skillsets. The report finds that 83% of students now routinely leverage AI in their studies, enjoying benefits such as reduced workloads and enhanced idea generation. However, the tendency toward complacent usage raises red flags, potentially stifling critical thinking and collaboration skills. Educational institutions must urgently strengthen policies and training to cultivate responsible AI use, ensuring future marketers are adept at critical engagement with AI tools rather than mere dependence.

Closing the AI Literacy and Trust Gap: Strategic Imperatives

The insights from KPMG’s comprehensive survey highlight clear strategic imperatives for marketers and MarTech leaders:

• Boost AI Literacy: Marketing teams must significantly invest in continuous AI education, bridging the knowledge gap to leverage the full potential of AI-driven strategies effectively.
• Prioritise Ethical AI: Trust must be actively cultivated through transparent data practices, strong privacy protections, and clearly articulated AI governance frameworks.
• Prepare for Regulation: Anticipating tighter regulations, MarTech stakeholders should proactively develop strategies aligned with evolving global standards, enhancing trust and avoiding compliance pitfalls.
• Balance Human and AI Interaction: To sustain consumer trust and workplace efficiency, marketing teams must strategically balance human creativity and empathy with AI-driven insights.

Conclusion: Navigating the AI Revolution in MarTech

As AI reshapes MarTech globally, the challenges of trust, ethics, regulation, and literacy present both obstacles and opportunities. Forward-looking marketers who navigate these dynamics effectively will unlock significant competitive advantages, transforming not just their campaigns but consumer relationships themselves. The KPMG Global AI Report makes it clear: while AI’s potential is immense, its responsible, ethical, and informed deployment is non-negotiable. The future of marketing, powered by AI, belongs to those who manage to walk this critical path of innovation and trust successfully.