Jasper, the world’s leading AI marketing platform, released its first-ever “State of AI in Marketing Report,” providing a comprehensive look at AI adoption trends, challenges, and key differentiators of high-maturity marketing organizations. The study, based on insights from over 500 marketing professionals—30% at the VP+ level—across industries and company sizes, highlights the strong enthusiasm and early gains for AI, while also exposing key organizational and operational barriers that marketers must overcome to fully unlock its potential.
“2025 marks a pivotal stage as marketers transition from experimentation to full-scale implementation,” said Loreal Lynch, Chief Marketing Officer at Jasper. “CMOs are doubling down on AI, yet a clear gap remains between adoption and impact—while early adopters are already reaping benefits, many organizations struggle with output quality, brand control, and ROI measurement. To close the gap, marketers must move beyond one-size-fits-all tools and invest in marketing-specific solutions tailored to their data, brand, and workflows—turning AI into a true competitive advantage rather than just another tool.”
Key Findings:
- AI Adoption on the Rise, but Maturity Levels Are Low
- 63% of marketers are already using generative AI and 79% plan to expand adoption in 2025—solidifying AI as a foundational element of modern marketing.
- However, 78% only started using generative AI in 2024 and 10% of marketers describe their AI implementation as “very advanced.”
- Despite its growing presence, only 49% of marketers are able to measure the ROI of their AI investments, revealing a gap between adoption and the ability to track its impact.
- Early Wins in Productivity and ROI
- 78% of AI adopters report increased job satisfaction, with top benefits including boosted productivity and improved marketing ROI.
- Marketers using marketing-specific AI tools are 37% more likely to measure ROI compared to those using general-purpose AI tools.
- Scaling Challenges Focused on Quality, Governance, and CMO Alignment
- Data privacy and AI output quality rank as top challenges, with enterprises over $1B in annual revenue prioritizing brand governance.
- 46% of companies report having documented AI policies, but only 25% offer advanced AI training, highlighting gaps in governance and skills readiness.
- A disconnect in AI maturity and leadership perception exists: while 44% of CMOs rate their teams as “advanced” in AI, only 27% of managers agree. Similarly, 65% of CMOs say leadership is “very committed” to AI, but just 32% of their teams feel the same.
The report also highlights notable trends shaping AI adoption:
- Quality and Brand Control Take Priority: For enterprises over $1B in revenue, protecting brand reputation is non-negotiable. That’s why brand governance (33%) and output quality (31%) top the list of AI priorities—ensuring AI enhances, rather than risks, their brand integrity.
- Domain-Specific AI as a Key Differentiator: Enterprise marketing teams (>1000 employees) are increasingly favoring domain-specific AI, with 57% adopting marketing-specific tools. High-maturity organizations (71%) use domain-specific AI, while lower-maturity teams struggle with ROI measurement and scaling AI impact.
- AI Reshaping Marketing Teams: Nearly half (48%) of marketers expect AI to transform team dynamics by 2025, with 65% of CMOs anticipating structural changes as AI becomes more deeply embedded in marketing operations.
“At Jasper, our mission is to elevate every marketer through the power of AI,” says Timothy Young, CEO at Jasper. “By eliminating repetitive, machine-like tasks, AI frees marketers to focus on what makes them truly human—strategy, creativity, and relationship-building. Our State of AI in Marketing research highlights the massive opportunity for marketers to lead in unlocking new use cases and achieving what was once thought impossible. The real competitive advantage lies not in using AI as just another tool, but in harnessing it as a transformative force that reshapes entire enterprises, driving unprecedented growth and innovation.”
Methodology
Jasper conducted its 2025 State of AI in Marketing survey between December 20, 2024, and January 31, 2025, surveying 503 marketing professionals across industries such as technology, retail, life sciences, financial services, professional services, and more. The survey, conducted in partnership with Benchmarkit, a trusted third-party research firm, included roles ranging from CMOs to content marketing to demand generation. The study explores the adoption, benefits, and challenges of AI in marketing, offering actionable insights for organizations looking to grow. Read the full report.
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