"In last year's report, the main disruption was inside marketing: established vendors vs. upstart AI-native tools, or the challenge of managing ever-expanding martech stacks. This year, the main disruption is outside of marketing's control: The consumer use of tools like ChatGPT, Claude and Gemini for research and buying decisions is turning everything upside down. Half of all consumers already use AI-powered search, putting as much as 50% of traditional search traffic at risk. That's an enormous power shift."
"Last year, most marketers focused on squeezing more out of their teams and tools. That made sense - AI was new, and the easiest wins were around productivity. Tools for content ideation (used by 69%) and copywriting (62%) were among the most common applications. Dig deeper: Three actions you must take to thrive in the agentic era of marketing"
AI use in marketing has shifted from primarily improving team efficiency to driving growth, innovation, and differentiation. Marketers now expect efficiency as baseline and seek AI to unlock new revenue streams and competitive advantages. Consumer adoption of AI tools like ChatGPT, Claude, and Gemini is changing research and buying behavior, with roughly half using AI-powered search and risking traditional search traffic. Marketers are responding by optimizing content for AI engines (AEO/GEO) and applying relevant schema types. The changing landscape requires agentic AI strategies, new operating models, and stronger governance to manage quality, ownership, and risk.
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