US marketers say generative AI is used for about 22% of their marketing activity today

Workflow & automation

22%

of US companies’ marketing activity uses generative AI today (2026 survey)

Reader Note:: This mean rests on 187 respondents and hides a wide spread: the median is 20%, 11.8% answered that they use generative AI none of the time, and a single respondent answered 100%. Half the panel sits at 20% or below. The figure is a self-estimated share of marketing activity rather than measured usage, and it covers generative AI specifically, not the broader AI and machine learning question asked separately.
Evidence:: Self-reported behaviour
Vendor interest:: Low
Sample:: Online survey of 308 marketing leaders at U.S. for-profit companies drawn from a sample of 2,111; 14.6% response rate; 97% were VP level or above.

Good for

A rough sense of size and direction, and deciding what to look at first.

Exact numbers, or saying that one thing caused another.
This is an aggregated or average number that covers very different cases. Real results in a particular segment may differ.
The source never says how this number was measured.

10%

of organisations are realising significant ROI from agentic AI in Deloitte’s 2025 survey of 1,854 EMEA executives

24–56%

of marketing tasks are currently performed using AI or ML, rising to over half in three years according to US CMOs (2026 survey)

Our Substack turns the data behind these cards into full breakdowns: what changed, why, and what to do about it.

90% of CMOs are experimenting with AI but fewer than 10% have scaled it or realized value across marketing workflows

42.3%

of wrong AI answers were overridden with incentives and item-level feedback in Study 3 versus 20.0% in the control group

14%

average increase in sales productivity reported from using AI in marketing by US companies (2026 survey)

77% of brands say AI-assisted influencer campaigns perform better