What is the use of AI in marketing professions? The software company Semji conducted a survey of about a hundred marketing decision-makers that reveals generative artificial intelligence is profoundly transforming practices in the sector. A synthesis in 4 key findings.
1- Already Massive Adoption… But Still Experimental
The first major takeaway from this study is clear-cut: 83% of companies surveyed have already integrated generative AI into their marketing strategy.
However, this figure needs slight nuancing: the majority of organizations (66%) are still in the testing phase compared to only 17% who have integrated it at scale.
“This dynamic reflects a real shift: experimentation is no longer marginal, it’s becoming the norm,” indicates Semji.
Indeed, barely 13% have not yet integrated AI and less than 3% do not plan to do so.
While two-thirds of respondents believe they are still at the early stages of generative AI adoption, they remain convinced they need to accelerate in this area. Thus, more than half (54%) plan to increase their AI budget for the coming year, while 39% will keep it stable.
The signal is clear: isolated experimentation is giving way to a structured industrialization approach.
2- Productivity as the Main Driver
AI is currently used primarily as a lever for operational efficiency. Among the reasons cited for using AI:
- 75% of professionals cite productivity gains,
- 64% cite automated content generation,
- and 39% cite analytical time savings
Concretely, companies use AI to reduce time spent on repetitive tasks and focus on strategic added value.
More advanced uses are also emerging, beyond content production:
- personalization (30%),
- idea generation (28%),
- visual creation (23%),
- and SEO optimization (14%)
3- Still Fragile Governance
The third finding reveals an organizational paradox: despite massive adoption, 60% of companies have no formal governance framework for AI.
“These signals show that structuring is progressing as usage intensifies. The subject is no longer marginal, and establishing reference frameworks is becoming a lever for reliability, alignment, and scaling up. The challenge now is to support this dynamic: by facilitating the sharing of internal standards, by integrating value management principles, and by placing AI within a governed and responsible framework,” the report points out.
Integration methods remain dominated by external solutions (66% use tools like ChatGPT), while only 16% develop internal projects. This pragmatic approach favors immediate efficiency but raises questions about long-term coherence and management.
4- Persistent Barriers Despite Enthusiasm
What are the elements slowing AI adoption? The main barrier remains the difficulty in measuring return on investment (46%), followed by integration complexity (37%) and lack of internal AI culture (34%).
These resistances reflect less a rejection of the technology than a need for support and proven methodologies. Companies are seeking to move beyond the experimentation stage to build a sustainable and measurable approach.
Toward New Maturity in 2026?
AI is thus no longer a simple trend but a new operational reality in marketing that will redefine the working methods of professionals in the sector.
The challenge for next year will be to convert the try: moving from enthusiastic adoption to strategic integration, where AI becomes a foundation for sustainable performance rather than just an occasional accelerator.
