• by Ray Schultz , Columnist, July 28, 2025

Marketers -- including those on the email team -- have wholeheartedly embraced artificial intelligence (AI), judging by a new study from Outcomes Rocket: State of AI in Marketing 2025, conducted by Prolific. 

Of the professionals surveyed, 93.5% of are now using generative artificial intelligence (GenAI) daily at work and 89.5% are employing AI in general. And there has been a significant increase in the use of GenAI since Cannes.

Moreover, 86% of these users say they saved time, while 65% increased productivity, 45% improved content quality, 35% reduced costs, 21% enhanced customer engagement and 10% achieved higher ROI, they say.  

But they are anxious about it. Of those polled, 88.9% feel AI will lead to job losses in marketing within the next two to three years. They expect loss -- which 16.3% anticipate will be significant, while 35.3% think it will be minimal and 37.3% believe it will be moderate.

The main AI applications are:

• Content creation (e.g., writing, design)  —82.4%
• Data analysis and insights — 58.4%
• Research — 55.4%
• Personalization (e.g., ads, emails) — 46.5%
• Campaign automation — 28.2%
• Replying to emails — 34.8%

To achieve these ends, marketers are deploying the following technologies:

• Generative AI (e.g. ChatGPT, Jasper, Copy.ai) — 93.5%
• Data analytics AI (e.g. Google Analytics, Tableau) — 61.9%
• Chatbots/Conversational AI — 43.5%
• Marketing automation AI (e.g. HubSpot, Marketo) — 35.5%
• Agentic AI (e.g. autonomous agents for campaign management)—10%

Their main GenAI tools are:

• ChatGPT — 94.9%
• Gemini — 49.2%
• Claude — 13.8%
• Deepseek — 13.4%
• Grok (xAI) — 8%

But marketers are not surrendering their own roles, with 71.1% saying they always review or edit most AI-generated content before publishing. 

But 93.4% frequently experience AI-generated issues such as errors, biases or irrelevant outputs. And only 42.4% are confident in their ability to identify AI-generated content, whether text or images.

At the same time, only 33% say their organizations have adopted or experimented with agentic AI. 

What role will AI play in two to three years? Marketers think it will:

• Act as a co-pilot — 67.2%
• Perform basic tasks only — 42.7%
• Be fully autonomous in specific workflows — 28.4%
• Mostly replace human roles — 18.3%
• I don’t expect it to play a big role — 1%

And which trends will have the most significant impact in that timeframe? They predict it will be:

• Advanced generative AI (e.g. improved content creation tools) — 79%
• Predictive analytics (e.g. forecasting consumer behavior) — 55%
• Hyper-personalization (e.g. AI-driven tailored customer experiences) — 54%
• Agentic AI (e.g. autonomous campaign management) — 48%
• AI-powered voice and visual search — 37%
• AI-driven influencer marketing — 27%
• Ethical AI transparency — 13%

Prolific surveyed 1,229 marketers in June 2025.