Vendor reportGWI, 2026

84% of US advertisers and marketers say they use AI at work

Workflow & automation

84%

of US advertisers and marketers surveyed in August-September 2025 said they were using AI professionally

Reader Note:: Based on GWI's bespoke survey among 550 advertising and marketing professionals in the US, conducted August-September 2025. The number is the share who said they were using AI professionally. The report does not define exactly which tools or what frequency of use counted as using AI professionally.
Evidence:: Self-reported behaviour
Vendor interest:: Moderate — This comes from a company with a commercial interest in this market, so it is not a neutral source.
Sample:: Mixed GWI online survey samples: GWI Core surveys over 1 million people annually aged 16-64 or 16+ across 54 markets; GWI USA surveys 80,000 Americans annually aged 16+; GWI Kids surveys 20,000 children aged 8-15 in 18 markets; plus a bespoke survey of 550 US advertising and marketing professionals in August-September 2025 and GWI Zeitgeist monthly surveys in 11 markets.

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.

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