After a year of rapid advances in artificial intelligence, marketers across the world are entering a phase where AI is no longer an experiment or an optional add on. It is increasingly becoming embedded in the way marketing teams function, make decisions, and deliver outcomes. What began as automation for isolated tasks is now reshaping core marketing processes, from planning and execution to measurement and optimisation. In both global markets and India, and across B2B and B2C sectors, AI is shifting from the margins to the centre of marketing operations.
Industry data reflects this shift clearly. More than 85 percent of marketers globally report using or testing AI in some capacity today, and a large majority expect their reliance on it to grow further this year. In B2B marketing alone, nearly 87 percent of teams say they are already experimenting with AI driven tools, while over 80 percent plan to expand usage in the coming months. Consumer marketing tells a similar story. Surveys show that 88 percent of marketers now rely on AI as part of their daily workflow, whether for content creation, data analysis, or campaign optimisation. AI adoption has reached a point where opting out is becoming less viable.
India stands out as one of the fastest growing markets for AI adoption in marketing. A 2024 study found that 66 percent of Indian brands are already using generative AI, with another 26 percent actively piloting it. Consumer expectations are also accelerating adoption. Around 81 percent of Indian consumers expect brands to use AI to deliver more relevant and personalised experiences. Anindita Veluri, Director of Marketing at Adobe India, has noted that Indian consumers are particularly open to AI driven interactions, but also expect brands to be transparent and responsible in how they use the technology. This combination of opportunity and expectation is pushing Indian marketers to move quickly while balancing trust and governance.
As AI adoption expands, marketers are deploying it across a wide range of functions. Content creation remains one of the most visible use cases. More than half of marketing teams now use AI to optimise content, while nearly 50 percent rely on it to generate first drafts of blogs, social posts, emails, and advertising copy. Another 45 percent use AI tools during the ideation stage, helping teams brainstorm concepts and campaign directions. This trend cuts across industries, from technology and media to BFSI, retail, and D2C brands, all of which face rising demands for continuous, high volume content.
Personalisation is another area where AI is quickly becoming indispensable. In a survey of chief marketing officers across global markets, including India, 67 percent identified personalisation as the most valuable application of generative AI. With access to large volumes of customer data, AI systems can tailor messaging, offers, and creative formats at an individual level. Streaming platforms like Netflix have demonstrated how AI can personalise not just recommendations, but also promotional assets, presenting different versions of trailers to different audience segments based on viewing behaviour. Parul Bajaj, Marketing Lead at BCG India, has pointed out that such examples show how AI is moving beyond automation to shape the entire customer experience.
Analytics and decision making are also being transformed. AI driven models can process large datasets in real time, identifying patterns, anomalies, and opportunities that would take human teams far longer to uncover. Around 81 percent of marketers using AI say it helps them generate insights faster, enabling quicker adjustments to campaigns and media plans. This has led to more agile marketing operations, where strategies are continuously refined based on live performance signals rather than periodic reviews.
The impact on performance is already visible. Studies indicate that 64 percent of marketing teams using AI report exceeding their business goals, while many have seen measurable improvements in conversion rates, engagement, and revenue. In contrast, nearly one third of marketers who have not adopted AI admit to missing key performance targets. There is growing consensus that AI is becoming a baseline capability rather than a competitive differentiator, similar to how digital analytics or marketing automation were viewed a decade ago.
Perhaps the most significant change driven by AI is how marketing work is executed on a daily basis. Routine and time consuming tasks are increasingly automated. AI systems now assist with generating multiple creative variations, monitoring social media sentiment, preparing performance reports, and optimising media spend across platforms. Around 80 percent of marketers say their primary expectation from AI is to reduce time spent on repetitive tasks, allowing teams to focus on strategic and creative work.
This shift is already reshaping workflows. Marketing teams using AI report launching campaigns faster, producing more content with the same resources, and responding more quickly to market changes. In some cases, AI has enabled brands to multiply content output several times over without increasing headcount. An international airline recently reported using generative AI to scale content production across channels, significantly shortening campaign timelines while maintaining brand consistency.
Looking ahead, expectations around automation are increasing. Nearly 78 percent of marketers believe AI will handle at least a quarter of their tasks within the next three years, and more than a third expect half of their responsibilities to be automated. Importantly, this does not mean marketers anticipate being replaced. Instead, roles are evolving. Human teams are increasingly acting as strategists and supervisors, guiding AI systems, setting objectives, and making final decisions.
This evolution is driving changes in team structures and skill requirements. Demand for AI related marketing skills has risen sharply, with job postings increasingly seeking candidates who understand data, machine learning concepts, and AI driven platforms. Research shows that marketing roles requiring AI skills have grown more than 200 percent over the past decade. At the same time, 94 percent of marketers believe AI experience will be critical for career growth going forward.
Despite this demand, a skills gap remains. Around 67 percent of marketers cite lack of training as a major barrier to effective AI adoption, and nearly three quarters say their organisations do not yet offer formal AI training programmes. As a result, many professionals are learning through experimentation and self study. Peter Isaacson, Chief Marketing Officer at Invoca, has observed that AI is no longer a curiosity for marketers, but a core capability, and that the bigger risk lies in falling behind rather than in job displacement.
Culture and leadership are emerging as decisive factors in how successfully AI is adopted. Experts point out that technology alone accounts for only part of AI’s impact. The rest depends on people, processes, and organisational mindset. Parul Bajaj has emphasised that companies that align AI initiatives with clear workflows and empower teams to experiment tend to see stronger results. Reflecting this, executive ownership of AI projects has increased, with more CMOs directly involved in guiding adoption and governance.
Alongside optimism, marketers are also approaching AI with caution. Concerns around data privacy, transparency, and consumer trust remain high. Research indicates that 98 percent of marketers believe brands must be transparent about when and how AI is used, while a majority of consumers express concern about how their data is handled in AI driven marketing. In India, more than half of consumers also expect brands to pass on efficiency gains from AI in the form of better value or improved experiences.
Job impact remains a sensitive topic. While 57 percent of marketers believe AI will create more roles than it eliminates, nearly half still worry about job losses in the medium term. Interestingly, those already working closely with AI tend to be more optimistic, reporting that AI removes low value tasks rather than replacing creative or strategic roles. This suggests that familiarity and hands on experience play a key role in shaping perceptions.
To address risks, many organisations are introducing responsible AI guidelines, including mandatory human review of AI generated content and checks to prevent bias in automated decisions. Rather than rushing full automation, teams are adopting a test and learn approach, measuring impact and refining use cases over time.
As AI becomes more deeply embedded in marketing, its role is becoming clearer. It is not a replacement for human judgment, but a multiplier. It increases speed, scale, and precision, while humans remain responsible for creativity, strategy, and ethical decision making. The marketers who are likely to succeed this year are those who integrate AI thoughtfully, invest in skills and governance, and remain focused on delivering genuine value to customers.
The tools may be changing rapidly, but the fundamentals of marketing remain the same. Understanding audiences, building trust, and creating meaningful connections still define success. AI is altering how these goals are achieved, but not why they matter. For marketing teams navigating this transition, the challenge is not whether to adopt AI, but how to make it a reliable, responsible, and effective part of everyday work.
Disclaimer: All data points and statistics are attributed to published research studies and verified market research. All quotes are either sourced directly or attributed to public statements.
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