Only 5% of brand marketers said they have not used AI in marketing

Workflow & automation

Share of brand marketers using AI for each marketing use case

Share of brand marketers using AI for each marketing use case
Use case	Share of brand marketers (%)
Generating short-form content (e.g. captions, email)	45%
Research & data analysis	44%
Creating or editing graphics or video	41%
Summarizing content or meetings	39%
Brainstorming/ideation	38%
Content performance reporting	37%
Generating long-form content (e.g. blogs, reports)	35%
Campaign planning or strategy	35%
Creator discovery, vetting, or brand fit checks	35%
Streamlining internal workflows or approvals	33%
Repurposing content into different formats	32%
We haven't used AI in marketing	5%

Reader Note:: This chart ranks AI use cases among brand marketers. In the table, 5% selected “We haven't used AI in marketing,” which aligns with the report text that 95% of brands have used AI in marketing over the past year. The top brand use cases are generating short-form content at 45%, research and data analysis at 44%, and creating or editing graphics or video at 41%. The exact brand 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