Marketers’ Outlook on AI in Marketing | Brafton

AI adoption in marketing isn’t a question of if — it’s a question of how. And according to our survey of 127 marketers, answers to that “how” are as varied as the brands they represent.

We asked everyone — whether they were using AI in marketing or not — to share their personal outlook on the future of AI in marketing. Eight-in-10 respondents shared their two cents with us, giving us the opportunity to really dig into industry sentiment.

Some see AI as the ultimate efficiency hack, slashing hours off content calendars. Others warn it’s a creativity killer, churning out “generic slop” that erodes trust. A few shrug, saying, “It’s in its infancy, but it’s here to stay.”

But one thing’s clear: the marketing world is far from consensus. Let’s unpack what marketers really think about AI — starting with those already using it under the guardrails of formal policies.

AI Adopters With Policies: Optimism With Guardrails

Since generative AI became all the buzz with the launch of ChatGPT in 2022, we’ve heard a lot about the technology and its promises. However, it’s still fairly new. We found that 21% of our respondents are both using AI tools today and have an AI policy at work. Their sentiment? A mixed bag:

• 4 positive.
• 3 cautiously positive.
• 9 unclear/neutral.
• 1 negative.

This group isn’t blindly sprinting toward AI — they’re jogging with safety gear. 

As one respondent put it, “It’s a great tool, and it can assist in marketing a lot, but confidentiality with data and prompt inputs is an issue.”

Another highlighted its role in scaling small teams: “As a very small team, we’re keen to adopt as much as we can and boost internal resources.”

But even optimists acknowledge limits. A cautiously positive marketer stressed: “Inevitable and useful, but not a replacement for human-generated content — yet.” Translation: Optimists see AI as a tool, not a takeover.

Of course, not everyone in this group viewed AI positively. Among those who were cautious about AI adoption, ethics and education were common concerns. One quote captures the mood: “We hope to use AI in ethical ways to help humans perform their jobs in an improved way that benefits them, as well as the overall landscape of technology adoption.”

Another skeptic argued, “I think AI is being utilized too heavily and regulated far too lightly… People miss the human touch that simply cannot be replicated by AI.” It’s a reminder that even policy-backed adopters wrestle with AI’s limits.

AI Adopters Without Policies: The Wild West of Innovation

Now, let’s talk about the majority: 61 marketers using AI without a formal policy. Their sentiment skews brighter but riskier:

• 22 positive.
• 17 cautiously positive.
• 17 unclear/neutral.
• 5 negative.

For many, AI is a productivity rocket booster. “Looking forward to the utilization of automation with our CDP, ERP and CRM,” said one respondent. Others praised its role in grunt work: “It’s a great brainstorming tool and can expedite manual processes!”

For some, AI is already a trusted sidekick. “More and more, people are realizing how quickly they can bounce ideas off of ChatGPT with immediate feedback,” one respondent said. “And it provides them with the ability to quickly iterate content or even just get their creative juices flowing when they hit a roadblock.”

But these benefits have their downsides. As one marketer warned: “If marketers aren’t careful, everyone will start sounding the same.” Ever scrolled through LinkedIn and felt déjà vu? You can likely blame copy-paste AI prompts.

Among the 61 adopters without policies, 5 respondents voiced outright skepticism — and their concerns are hard to ignore.

Take generative AI tools like Sora, which one marketer bluntly called “so dangerous and it’s just out there now.” Others pointed to AI’s environmental toll: “Increased attention to the climate crisis and how AI use is making it worse will ensure anti-AI sentiment rises.” 

Even efficiency gains come with caveats. As one respondent warned: “Efficiencies will mean job losses and AI will churn out less engaging content.”

But perhaps the loudest alarm bells? Homogenized creativity. “If we collectively don’t slow down… we’re going to contribute to destroying trust online,” cautioned one marketer. Another put it bluntly: “Generative AI makes somewhat bland and uninspiring content.”

The takeaway? Speed without strategy is a recipe for sameness.

Non-Adopters: “I’m Open to Trying It Out… But Not Yet”

Now, let’s meet the holdouts: 22 marketers not using AI at all. Their reasons? A cocktail of curiosity, caution and outright distrust.

Perhaps surprisingly, however, there were still some positive views:

• 6 positive.
• 7 cautiously positive.
• 5 unclear/neutral.
• 4 negative.

Some of these non-adopters are eyeing AI from the sidelines. “It’s got great potential — I’d like to upskill in AI,” admitted one respondent. Others see niche uses, like SEO schema markup: “Telling Perplexity to write a JSON Schema Markup for a video page is a huge win.” New video tools are also turning heads: “HeyGen is doing some interesting work with video.”

But interest doesn’t equal action. As one marketer sighed: “My manager will say, ‘Why should we spend time on this?’ In essence, they don’t understand the value of schema markup, knowledge graphs, etc. — that is the science behind Google Search.”

Many non-adopters see AI as a brainstorming buddy — not a replacement for human creativity. “I wouldn’t use AI directly for final copy or image generation,” said one respondent. In other words, AI’s cool for drafts, but keep it away from the finish line.

Then there’s the anti-AI camp. One respondent bluntly forecasted: “Many C-Suites will push it, but it’ll be a net negative filled with generic slop.” Others dismissed AI as overhyped, saying, “People vastly overrate its importance… it’s a bubble that’s going to burst soon.”

Another set boundaries: “It’s unlikely we’ll use it in the creative process, given it’s not in line with our values.” 

Amid the debate, one thread unites adopters and non-adopters alike: the irreplaceable role of humans.

As one AI user put it: “Marketing will always need a human touch… good marketing taps into human emotions.” Another warned that “we’ll ‘forget’ how to communicate with an original voice.” 

Even skeptics agree: “AI can’t replace human ability to make context-specific judgments.”

What Does the Path Forward Look Like?

Let’s cut through the noise: 73% of marketers using AI lack formal policies (74 out of 101 adopters). One respondent who nailed the chaos, said “Right now, there’s a Wild West approach to adoption — and the sheriff and deputy are nowhere to be found.”

Policy isn’t just a “nice-to-have” issue. Without guardrails, even AI enthusiasts admit things get messy. “Few employers are taking the time to educate their teams on proper usage,” warned one marketer. “You still need humans looking at the output,” said another.

Now, some may hear “policies,” and worry about stifling innovation — but policy isn’t about holding back progress, it’s about directing it. As one respondent argued: “Companies should be more diligent and cautious with AI’s application.”

When it comes to AI policies, rules don’t ruin the party; they keep the house from burning down.

Bridging the Divide With Training

Want to turn skeptics into allies? Start with education.

A cautiously positive adopter put it plainly: “All marketers should have solid training in AI — there are so many tools we haven’t yet tried.” Yet, only 17 of the 100 adopters work under formal policies, suggesting training is sporadic at best.

This gap isn’t just risky — it’s expensive. Imagine hiring a content manager who can’t prompt an LLM, or a marketing coordinator baffled by AI-driven CRM workflows. As one respondent predicted: “Proficiency with AI tools will become a job requirement.”

The fix? Treat AI like any other marketing skill. One marketer’s advice is to “learn how to use it and embrace it. It will enhance what we’re already doing.”

The Most Successful Marketers Will Be Those Who Adapt

So, where do we go from here? Let’s steal a page from some of our respondents’ advice:

• Start small, but start now:
  • “Experiment with AI for time-intensive tasks, like correlating survey responses.”
  • “Use AI as a guide for content creation, not a crutch.”

• Prioritize transparency:
  • “If we collectively don’t slow down and set standards, we’ll destroy trust online.”

• Invest in human-AI collaboration:
  • “AI isn’t a replacement — it’s an extra team member.”

• Think beyond content:
  • “The future is in campaign measurement and personalization.”

Our final takeaway? AI isn’t a monolith — it’s a mirror. It reflects our biases, our creativity and our hunger for efficiency.

For every marketer chanting, “It’s the FUTURE!” there’s another rolling their eyes, thinking “It’s a bubble.” But as one respondent wisely noted: “The most successful marketers will be the ones who know how to utilize AI best.”

The key isn’t picking sides — it’s finding balance. Or, as a cautiously positive adopter put it: “AI will not replace us, but it will enhance what we’re already doing.”