Only 40% of marketers use AI tools for performance reporting and analysis

Workflow & automation

40%

of marketers use AI tools for performance reporting and analysis

Reader Note:: Based on Sprout's survey of 1,200 marketing leaders in the US, UK and Australia whose responsibilities include social media, fielded May 30 to June 20, 2025. The figure is the share of marketers who said they use AI tools for performance reporting and analysis. The report does not define which tools count or how often teams use them.
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:: Online surveys of 2,305 consumers in the US, UK and Australia with at least one social media account and following at least five brands, plus 1,200 marketing leaders in the US, UK and Australia responsible for social media.

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