"Entering 2026, AI tools that were considered cutting edge only a year ago are now embedded across workflows for brands and agencies. Marketers are using AI to support work functions from text and image creation to data analytics, consumer targeting and engagement. Yet this rapid evolution has also brought new challenges: how to best integrate AI into internal workflows, the complexity around agentic AI and the ramifications of AI search."
"Digiday's survey - which has been conducted annually since 2022 - found that marketers' adoption of AI technology has risen significantly. In 2022, 44% of brand and agency pros said their companies were investing in AI technology. That percentage rose to 57% in 2023 and 71% in 2024, before hitting 86% in 2025."
A survey of 142 brand and agency professionals found AI adoption rose from 44% in 2022 to 57% in 2023, 71% in 2024 and 86% in 2025. Marketers use AI for text and image creation, data analytics, consumer targeting and engagement. Interviews with marketing and technology executives examined current and planned AI investments and applications development. Rapid AI integration has created challenges including workflow integration, complexity around agentic AI and the ramifications of AI search. Many companies created chief AI officer roles in 2024–2025, including General Motors, Mastercard, ZocDoc, Golin, Luckie & Co. and Horizon Media. Consumer adoption of AI has also risen significantly.
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