{ "question": "How many marketers use AI?", "answer": "86.4% of marketing teams say they use AI in at least a few marketing areas, in HubSpot's 2026 State of Marketing survey of more than 1,500 B2B and B2C marketers worldwide; only 1.7% neither use it nor plan to. Company data is lower: in 2025, 34.70% of EU firms that used AI used it for marketing or sales (Eurostat).", "period": "2026", "key_numbers": [ { "value": "86.4%", "label": "Marketing teams using AI in at least a few areas", "note": "HubSpot, 2026, vendor survey", "stat": "marketing/marketers-using-ai" }, { "value": "30%", "label": "CMOs with mature AI readiness", "note": "Gartner, 2026; 70% call AI leadership a critical goal", "stat": "marketing/cmos-ready-to-scale-ai" }, { "value": "15.3%", "label": "Share of marketing budgets going to AI", "note": "Gartner, 2026, mostly large firms" }, { "value": "21%", "label": "US video ad buyers running live campaigns with agentic AI", "note": "IAB, early 2026; 20% more testing", "stat": "marketing/video-buyers-live-with-agentic-ai" }, { "value": "34.70%", "label": "EU firms using AI that use it for marketing or sales", "note": "Eurostat, 2025, the most common purpose", "stat": "marketing/eu-ai-users-for-marketing" } ], "tables": [ { "id": "by-measure", "title": "How many marketers and firms use AI, by measure", "columns": [ "Measure", "Share", "Who was asked", "Source" ], "rows": [ [ "Marketing teams using AI in at least a few marketing areas", "86.4%", "1,500+ marketers worldwide, 2026", "HubSpot" ], [ "Marketers who say they understand how to use AI in marketing", "68.2% (47% in 2025)", "1,500+ marketers worldwide, 2026", "HubSpot" ], [ "CMOs reporting mature or fully developed AI readiness", "30%", "401 CMOs, North America and Europe, Jan to Mar 2026", "Gartner" ], [ "US video ad buyers running live campaigns with agentic AI", "21% (20% testing, 25% planning)", "360 US ad buyers, Feb to Mar 2026", "IAB" ], [ "US small employer firms using AI that use it for writing or marketing", "83%", "US small employer firms, Sep to Nov 2025", "Fed Small Business Credit Survey" ], [ "EU firms using AI that use it for marketing or sales", "34.70%", "EU firms with 10+ staff, 2025", "Eurostat" ], [ "All EU firms using AI for marketing or sales", "6.92%", "EU firms with 10+ staff, 2025", "Eurostat" ] ], "row_ids": [ "marketers-using-ai", "understand-ai", "cmo-readiness", "agentic-video", "us-small-firms", "eu-share-of-ai-users", "eu-all-firms" ], "note": "Each row has a different base: marketers, CMOs, ad buyers or companies. Do not compare them as if they measured the same thing." }, { "id": "use-cases", "title": "What marketers use AI for, 2026", "columns": [ "Use", "Use extensively", "Use occasionally" ], "rows": [ [ "Content creation", "42.5%", "38%" ], [ "Media creation", "37.2%", "37.7%" ], [ "Administrative task automation", "35.6%", "40.5%" ], [ "Learning and skill development", "34.6%", "40.1%" ], [ "Advertising automation and optimization", "34.1%", "36.5%" ], [ "Brainstorming and ideation support", "33.9%", "39.8%" ], [ "Strategic planning and forecasting", "33.4%", "37.5%" ] ], "row_ids": [ "use-content", "use-media", "use-admin", "use-learning", "use-ads", "use-brainstorm", "use-planning" ], "note": "HubSpot 2026 State of Marketing, over 1,500 B2B and B2C marketers worldwide (vendor survey).", "source": "hubspot" }, { "id": "eu-by-size", "title": "EU firms using AI for marketing or sales, by firm size, 2025", "columns": [ "Firm size", "Share of firms using AI", "Share of all firms" ], "rows": [ [ "10 to 49 employees", "34.06%", "5.79%" ], [ "50 to 249 employees", "35.67%", "10.83%" ], [ "250 or more employees", "37.89%", "20.85%" ], [ "All firms with 10 or more employees", "34.70%", "6.92%" ] ], "row_ids": [ "size-10-49", "size-50-249", "size-250-plus", "size-all" ], "note": "Eurostat ICT usage in enterprises survey; all sectors except agriculture, mining and finance.", "source": "eurostat" }, { "id": "eu-by-sector", "title": "EU firms using AI that use it for marketing or sales, by sector, 2025", "columns": [ "Sector", "Share of firms using AI" ], "rows": [ [ "Accommodation", "58.82%" ], [ "Travel agencies and tour operators", "49.41%" ], [ "Retail trade", "48.18%" ], [ "Advertising, market research and other professional activities", "41.50%" ], [ "Information and communication", "40.64%" ], [ "Manufacturing", "30.41%" ], [ "Construction", "22.80%" ], [ "Transportation and storage", "21.20%" ] ], "row_ids": [ "eu-accommodation", "eu-travel", "eu-retail", "eu-advertising", "eu-information", "eu-manufacturing", "eu-construction", "eu-transport" ], "note": "Firms with 10 or more employees. Advertising row is NACE M73-M75.", "source": "eurostat" }, { "id": "history", "title": "EU firms using AI for marketing or sales, 2021 to 2025", "columns": [ "Year", "Share of firms using AI", "Share of all firms" ], "rows": [ [ "2021", "21.36%", "1.63%" ], [ "2023", "23.63%", "1.90%" ], [ "2024", "34.08%", "4.59%" ], [ "2025", "34.70%", "6.92%" ] ], "row_ids": [ "eu-2021", "eu-2023", "eu-2024", "eu-2025" ], "note": "Eurostat publishes no 2022 figure. Firms with 10 or more employees, all sectors except agriculture, mining and finance.", "source": "eurostat" } ], "sources": [ { "name": "HubSpot State of Marketing 2026", "publisher": "HubSpot", "type": "vendor", "url": "https://blog.hubspot.com/" }, { "name": "Gartner newsroom", "publisher": "Gartner, Inc.", "type": "research", "url": "https://www.gartner.com/" }, { "name": "IAB/PwC Internet Advertising Revenue Report; IAB Digital Video Ad Spend & Strategy Report", "publisher": "Interactive Advertising Bureau (IAB)", "type": "industry", "url": "https://www.iab.com/" }, { "name": "ICT usage and e-commerce in enterprises", "publisher": "Eurostat", "type": "official", "url": "https://ec.europa.eu/" }, { "name": "Small Business Credit Survey", "publisher": "Federal Reserve Banks", "type": "survey", "url": "https://www.fedsmallbusiness.org/" } ], "content_changed_on": "2026-10-30", "page_url": "https://digitaltreed.com/statistics/marketing/ai-in-marketing", "csv_url": "https://digitaltreed.com/statistics/marketing/ai-in-marketing.csv" }