Only 3% of agency marketers said they have not used AI in marketing

Workflow & automation

Most common AI use cases ranked by share of agency marketers using each one

Most common AI use cases ranked by share of agency marketers using each one
Use case	Share of agency marketers (%)
Generating short-form content (e.g. captions, email)	44%
Research & data analysis	43%
Campaign planning or strategy	41%
Creating or editing graphics or video	40%
Generating long-form content	40%
Brainstorming/ideation	39%
Content performance reporting	39%
Summarizing content or meetings	37%
Creator discovery, vetting, or brand fit checks	36%
Streamlining internal workflows or approvals	35%
Repurposing content into different formats	30%
We haven't used AI in marketing	3%

Reader Note:: This chart ranks AI use cases among agency marketers. In the table, the bottom category is “We haven't used AI in marketing” at 3%, implying 97% have used AI in marketing over the past year. The top agency use cases are generating short-form content at 44%, research and data analysis at 43%, and campaign planning or strategy at 41%. The exact agency base for this chart is not stated.
Evidence:: Self-reported behaviour
Vendor interest:: High — This comes from a company with a commercial interest in this market, so it is not a neutral source.
Sample:: Survey of 1,723 respondents: 747 brands, 676 agencies, and 300 creators across 17+ industries and 9+ regions, conducted by Sapio Research in July 2025, with additional CreatorIQ research in August 2025.

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 comes from a company with a commercial interest in this market, so it is not a neutral source.
The source says how much it looked at, but not how any of it was chosen.

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