The process of structuring effective AI prompts—providing clear context, roles, and constraints—is a transferable skill. Marketers are finding this practice makes them more precise and effective communicators when delegating tasks to human team members.
With 81% of marketers wanting to learn prompting techniques, it's clear they view it as the foundational skill for AI literacy. It's the essential first step they feel they must master before moving on to exploring specific AI tools or complex automation.
A study reveals a significant optimism bias: while 36% of marketers think AI will displace jobs in the industry, only 20% view it as a threat to their personal role. The vast majority (70%) see AI as a creator of new opportunities for themselves.
AI has rapidly shifted from a novelty to a daily workflow staple for a majority of marketers. This hockey-stick growth indicates that professionals not integrating AI into their daily tasks are now in a shrinking minority and risk falling behind.
While ChatGPT still dominates (90% usage), Google Gemini has surged from 33% to 51% adoption in just one year. This rapid growth is likely driven by its deep integration into the Google Workspace ecosystem that businesses already use and pay for.
A key paradox hinders AI adoption: marketers' biggest challenge is finding time to learn AI (23%), yet its biggest reported benefit is saving time (90%). This highlights a critical hurdle where the solution is locked behind the perceived problem itself.
A major gap exists between content strategy and tech adoption. Nearly half of marketers call video their most important content format, yet less than a quarter use AI in their video efforts. This signals a massive, untapped opportunity as video AI tools mature.