2025年营销人工智能现状报告

Presented by Marketing AI Institute and SmarterX TABLE OF CONTENTS Saying the Quiet Part Out Loud..................................................................................................................................3Executive Summary...................................................................................................................................................4Methodology............................................................................................................................................................7How AI Powered This Year’s Report............................................................................................................................8The Respondents.......................................................................................................................................................9Key Findings...........................................................................................................................................................14◾How Do Marketers Understand and Adopt AI?..........................................................................................................15◾How Important Is AI to Their Marketing in the Next Year?............................................................................................16◾Which Stage of AI Transformation Are They In?..........................................................................................................17◾What Is Their Role in Buying Marketing Technology?..................................................................................................18◾What Is Their Confidence in Evaluating AI?................................................................................................................19◾What Are They Trying to Achieve with AI?.................................................................................................................20◾What Barriers to AI Adoption Do They Face?.............................................................................................................21◾Who Owns Marketing AI in Their Company?.............................................................................................................23◾Which Generative AI Tools Does Their Company Provide?..........................................................................................24◾Does Their Company Offer Any AI Education and Training?.........................................................................................25◾Does Their Company Train Them on Prompting?........................................................................................................27◾Does Their Company Have Generative AI Policies?....................................................................................................28 Saying the Quiet Part Out Loud A Letter from Paul Roetzer | Founder & CEO, Marketing AI Institute Shopify CEO Tobi Lütke has made waves for a leakedmemo mandating that staff prove that AI can’t do ajob before hiring for it, a perspective you can bet everysingle AI-forward executive will follow from now on. Our data from 2024 made it clear that, while marketers wereracing ahead to adopt AI, their companies were failing tosupport them with adequate training and education. We noted that every company leader faced two clearpaths: Either commit to AI literacy for all in order to builda competitive advantage with AI, or become obsolete. Marketers are starting to realize something’s up, too. The2025 State of Marketing AI Report, our fifth-annual, isour largest report yet, collecting data from almost 1,900 We are now seeing increasing signals that widescale jobdisruption from AI is on the horizon. It shows that, while AI adoption and literacy are atall-time highs, so are the levels of pessimism anduncertainty about AI’s impact on jobs. My personal observation based on working with dozensof executives on AI transformation this year alone is thatwe’ve already been seeing “quiet AI layoffs” for the past6-12 months. This is where companies replace staff with In fact, it makes clear that it’s never been moreimportant to work for an AI-forward company. The uncertainty and anxiety surrounding AI’s impact onjobs will be felt by everyone. The people who choose to embrace AI, experimentwith it, and continually expand their understanding of ithave the greatest opportunity to thrive moving forward. But now, likely driven by worsening macro-economicfactors, business leaders have started to say the quiet In April 2025,The Informationfound that executivesat more than half a dozen companies said AI hasaffected their hiring plans. A principal at EY even said: PAUL ROETZER Founder & CEO, Marketing AI Instituteand SmarterX Executive Summary 3Saving time with AI is more important thanever to marketers. 1Marketers are racing ahead with AI. proportion) say they’re in the Experimentation phase ofAI,