2025营销人员AI趋势报告——全球营销团队AI应用策略

their workflows to work smarter and have a bigger impact. The trends INTRODUCTIONMarketing AI adoption FOREWORDMoving from AI AI USE CASES + TOOLSHow AI is really being CHALLENGES +OPPORTUNITIESOvercoming the operational is widespread, butinconsistent04 experimentation tothoughtful integration used on marketing teams challenges of AI with education08 03 Emerging AI trends and ways How mature AI teams The marketer’s AI The value of AI-powered enable marketers to be moreproductive22 to prepare for the future32 marketing27 action plan for 202537 Moving from AIexperimentation tothoughtful integrationKieran Flanagan SVP of Marketing, HubSpot marketing teams around the world. This year, AI tools gained the ability to access the web and useother software, opening up new opportunities for custom agents and workflows. Companies likeShopify are going “AI-first,” encouraging employees to explore new AI use cases and share themwith the greater team. And radically, Shopify’s CEO is telling employees to ask the question, “Beforerequesting more headcount and resources, can AI accomplish what you want?”We’ve surveyed 1,500+ global marketers to learn more about the state of AI in marketing, and puttogether useful benchmarking tools and a practical implementation guide for leveling up your use of AI in the year ahead. Right now, two-thirds of marketers around the world use AI, but at varyinglevels of sophistication. We’d like to help increase that number and encourage teams to think of AIas a part of their core marketing infrastructure, not just an optional add-on. INTRODUCTION Marketing AIadoption is widespread,but inconsistentAI is everywhere, but everyone uses it differently. The current state ofAI in marketing In 2025, AI is on its way to ubiquity: Two-thirds of marketersglobally (66%) use AI in their role, and that number increases to74% among American marketers. The primary driver of AI adoptionis AI embedded in existing tools, like Google Gemini and ZoomAI Companion. And 89% of AI users said these built-in featuresincreased their overall AI usage.Whether it’s the more basic writing, design, and productivity, or more complex brand voice and tone review, report creation,or personalization, AI is being used at every step of the modernmarketing workflow. The adoption-implementation gap This is the year we’re seeing marketers upgradefrom simple AI tools and use cases like chatbotsand content generation or repurposing tointelligent agents like the Breeze JourneyAutomation agent. We’ve been pushing everymarketing team at HubSpot to experiment, andthe results have been incredible. Avoid thinkingin limitations. Come up with ideas, and figureout a way to execute them. You might surpriseyourself. I see this year as the year everyoneadds a few core agents to their team thatcompletely change the game.Kipp Bodnar 98% of organizations plan to maintain or increase their investmentsin AI and automation tools in 2025, but only half of employees (51%)are eager to use AI and automation in their roles.This gap between individual tool adoption and organization-wide AI programs shows a need for a more systematic approach to enablingteams to use the tools they want. In this report, we’ll cover the current AI landscape based on a recent survey of 1,500+ global marketers, provide actionable plans to levelup your AI strategy, and share insights from HubSpot leaders andpractitioners who have used AI to transform their teams’ workflows.We’ll put it all together with a guide to implementing our suggestionsbased on your organization’s current maturity level. 7Return to table of contents AIself-assessment 25–34: AI ExplorerYou’re well on your way. You’ve 15–24: AI NewcomerYou’re just starting your AIjourney. Great! This report ispacked with tools and tips tohelp you ramp up.embraced AI in smart ways —now it’s time to formalize yourstrategy and scale. Score yourselfAdd up your score(maximum: 45 points). 35–45: AI LeaderYou’re not just using AI — you’re evolving how marketing works.You’re building infrastructure,not just testing tools. How AI-savvy isyour organization?Score each answer 1-3 points, then add up your or reporting? ChatGPT or Claude?I use generic prompts experiences with AI? We’re exploring toolsYes, we automate weekly dashboardsor summaries9. What is your team’s attitude toward Limited to email copy or contentYes, dynamic personalization basedon traits/behaviors13. How frequently do you engage I slightly tailor prompts to tasksI build advanced prompt frameworksor prompt chains5. How confident are you in evaluating total at the end to find out your AI-savviness level. 123experimenting with AI?Cautious and slow to adoptEncouraged but informalActively supported with training and time10. Do you measure the business impact of AI? 6. Do you remix content with AI acrossformats or channels?AI-generated content?I publish most outputs as-isI lightly fact-check and reviseI critically assess accuracy