This is an excerpt from our Digiday+ Research report “The marketer’s guide to AI applications, agentic AI, AI search and GEO/AEO in 2026,” which explores how marketers are navigating the opportunities and challenges AI brings as it becomes an indispensable part of marketing. The report is based on a survey of 142 brand and agency professionals, as well as individual interviews with marketing and technology executives responsible for AI investments and applications development.
AI adoption soars, but marketers’ expertise lags
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.
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