Generative AI’s actual use isn’t meeting its perceived marketing potential—yet

Key stat: Marketers currently use generative AI the most for data analysis (39%) and market research (35%). Though 59% of marketers see potential for generative AI in copywriting, just 26% use it for that purpose, per Mediaocean.

Beyond the chart:

  • The potential marketers saw for generative AI in April 2023 didn’t match up with how they were actually using the tech in November 2023.
  • Nearly one-fourth (24.0%) of people in the US will use generative AI at work in 2025, per our June 2023 forecast. That’s up from 13.3% in 2023. As more people adopt the tech, it could fulfill its early potential.
  • Marketers disagree over Sam Altman’s prediction that generative AI will handle 95% of what they do today, but marketers should still be upskilling now for how AI will impact creative work.

Use this chart:

  • Determine current and future use cases for generative AI.
  • Demonstrate generative AI’s progress.

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