Marketers’ are optimistic about AI and revenue growth
Let’s talk about why AI has marketers buzzing with optimism. In 2024, 94% of marketers said AI tools gave their revenue a noticeable boost — a clear sign that these tools deliver real-world results. Looking forward, nearly every marketer surveyed (95%, to be exact) plans to increase their AI investment in 2025. When nearly everyone is moving in the same direction, it’s no coincidence. It’s a calculated response to a proven payoff.
Now, consider this: 92% of marketers say their outlook on AI has improved in just one year. That’s a huge shift in perception. AI is meeting expectations, even exceeding them, and it’s doing so consistently. The technology has moved from being a promising tool to an key asset for driving growth. Marketers are hopeful and confident. And confidence backed by data is hard to argue with.
AI tools save time, target customers with precision, and deliver actionable insights that were previously out of reach. In marketing, the line between a good quarter and a great one often boils down to how well you can adapt and innovate.
AI expertise is a key career asset
If there’s one thing marketers agree on, it’s this: AI expertise is a professional must-have. A staggering 94% of them believe that AI skills will carry more weight in hiring decisions moving forward. And over half predict that by 2025, these skills will matter more than ever, and will even be a deciding factor.
It’s easy to see why. Companies with 1,000 or more employees are building true powerhouses of AI talent. Sixty percent of marketers at these larger organizations say they’re experts in AI, compared to 40% at smaller firms. The reason is straightforward: big companies have the resources to train their teams, and they understand that AI skills are an investment, not an expense.
The percentage of marketers with AI expertise in small vs. large businesses
AI is transforming the way decisions are made, how customers are reached, and even how campaigns are optimized. If you’re hiring for the future, you’re hiring people who know how to use AI to make those decisions smarter and faster.
For marketers, this is as much about personal growth as it is about organizational success. Those who master AI tools are securing their future. And in a world that values adaptability and innovation, that’s the kind of edge that makes all the difference.
AI adoption and skill development are expanding
AI is reshaping the entire marketing hierarchy. Executives may have been the early adopters, but now managers are catching up fast. In fact, the number of managers who identify as AI experts jumped to 43% this year, up from 32% in 2023. That’s a big leap in a short time, and it signals a democratization of expertise across organizations.
The broader marketing community is also stepping up. Nearly half (47%) of marketers now call themselves experts, while 45% consider themselves advanced. That means 92% of the field is operating at a high level of proficiency.
Remarkably, not a single respondent identified as a beginner or non-user, which speaks volumes about how deeply AI has been integrated into daily operations.
For companies, this widespread upskilling translates to better performance across the board. It’s no longer just a few experts leading the charge, but entire teams that are leveraging AI to create more targeted campaigns, smarter budgets, and better customer experiences. The playing field is leveling out, and some say it’s even accelerating.
Positive perceptions of AI are driving investment growth
In 2024, 42% of marketers said they felt “much more optimistic” about AI compared to the year before. Another 50% said they were “somewhat more optimistic.” That’s 92% (again) of the field moving toward a future where AI plays a bigger and better role in their work.
This optimism isn’t coming out of nowhere. Marketers who’ve used AI tools say the experience has been transformative. Half of them stated it made them “much more likely” to increase their AI investments, and another 44% said it made them “somewhat more likely.” That’s nearly universal agreement that AI is worth every penny.
The connection is clear: the more marketers see what AI can do, the more they’re willing to invest. It’s a feedback loop of success. Use the tools, see the results, reinvest. It’s compounding growth, and in a competitive industry like marketing, that kind of momentum is hard to ignore.
What’s most exciting is how this shift is changing mindsets. AI isn’t being viewed with skepticism anymore, it’s seen as an opportunity. It’s a powerful tool that can drive decisions, deliver insights, and open new doors.
Final thoughts
Are you building the skills, infrastructure, and mindset needed to stay ahead with AI? The race is on and many marketers still need to wake up this new reality. So, what’s your next move?
