{"id":84717,"date":"2025-12-01T17:25:43","date_gmt":"2025-12-01T22:25:43","guid":{"rendered":"https:\/\/isarta.com\/news\/?p=84717"},"modified":"2025-12-05T11:34:04","modified_gmt":"2025-12-05T16:34:04","slug":"ai-use-in-marketing-already-massive-adoption-despite-still-unstructured-usage","status":"publish","type":"post","link":"https:\/\/isarta.com\/news\/ai-use-in-marketing-already-massive-adoption-despite-still-unstructured-usage\/","title":{"rendered":"AI Use in Marketing: Already Massive Adoption Despite Still Unstructured Usage"},"content":{"rendered":"\n<p><strong>What is the use of AI in marketing professions? The software company Semji conducted a s<a href=\"https:\/\/semji.com\/fr\/ebooks\/etude-adoption-ia-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">urvey<\/a> 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.<\/strong><\/p>\n\n\n\n<h2>1- Already Massive Adoption&#8230; But Still Experimental<\/h2>\n\n\n\n<p>The first major takeaway from this study is clear-cut: 83% of companies surveyed have already integrated generative AI into their marketing strategy.<\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote\">\n<p>&#8220;This dynamic reflects a real shift: experimentation is no longer marginal, it&#8217;s becoming the norm,&#8221; indicates Semji.<\/p>\n<\/blockquote>\n\n\n\n<p>Indeed, barely 13% have not yet integrated AI and less than 3% do not plan to do so.<\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>The signal is clear: isolated experimentation is giving way to a structured industrialization approach.<\/p>\n\n\n\n<h2>2- Productivity as the Main Driver<\/h2>\n\n\n\n<p>AI is currently used primarily as a lever for operational efficiency. Among the reasons cited for using AI:<\/p>\n\n\n\n<ul>\n<li>75% of professionals cite productivity gains,<\/li>\n\n\n\n<li>64% cite automated content generation,<\/li>\n\n\n\n<li>and 39% cite analytical time savings<\/li>\n<\/ul>\n\n\n\n<p>Concretely, companies use AI to reduce time spent on repetitive tasks and focus on strategic added value.<\/p>\n\n\n\n<p>More advanced uses are also emerging, beyond content production:<\/p>\n\n\n\n<ul>\n<li>personalization (30%),<\/li>\n\n\n\n<li>idea generation (28%),<\/li>\n\n\n\n<li>visual creation (23%),<\/li>\n\n\n\n<li>and SEO optimization (14%)<\/li>\n<\/ul>\n\n\n\n<h2>3- Still Fragile Governance<\/h2>\n\n\n\n<p>The third finding reveals an organizational paradox: despite massive adoption, 60% of companies have no formal governance framework for AI.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote\">\n<p>&#8220;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,&#8221; the report points out.<\/p>\n<\/blockquote>\n\n\n\n<p>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.<\/p>\n\n\n\n<h2>4- Persistent Barriers Despite Enthusiasm<\/h2>\n\n\n\n<p>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%).<\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<h2>Toward New Maturity in 2026?<\/h2>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n<div class=\" content_cards_card content_cards_domain_training-isarta-com\">\n\t\t\t<div class=\"content_cards_image\">\n\t\t\t\t<a class=\"content_cards_image_link\" href=\"https:\/\/training.isarta.com\/class\/ai-marketing-building-a-campaign-from-a-to-z\/34?utm_source=Isarta_Infos\" target=\"_blank\">\n\t\t\t\t\t<img src=\"https:\/\/training.isarta.com\/assets\/images\/74\/744609_Marketing-IA.jpg\" alt=\"Crafting AI-assisted marketing campaigns | Isarta Trainings\">\t\t\t\t<\/a>\n\t\t<\/div>\n\t\n\t<div class=\"content_cards_title\">\n\t\t<a class=\"content_cards_title_link\" href=\"https:\/\/training.isarta.com\/class\/ai-marketing-building-a-campaign-from-a-to-z\/34?utm_source=Isarta_Infos\" target=\"_blank\">\n\t\t\tCrafting AI-assisted marketing campaigns | Isarta Trainings\t\t<\/a>\n\t<\/div>\n\t<div class=\"content_cards_description\">\n\t\t<a class=\"content_cards_description_link\" href=\"https:\/\/training.isarta.com\/class\/ai-marketing-building-a-campaign-from-a-to-z\/34?utm_source=Isarta_Infos\" target=\"_blank\">\n\t\t\t<p>Combine your marketing skills with the latest AI tools to streamline your processes and save time<\/p>\n\t\t<\/a>\n\t<\/div>\n\t<div class=\"content_cards_site_name\">\n\t\t<img src=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2025\/01\/cropped-isarta-nouveau-fond-bleu-carre-32x32.png\" alt=\"training.isarta.com\" class=\"content_cards_favicon\"\/>\t\ttraining.isarta.com\t<\/div>\n<\/div>\n\n\n<div class=\" content_cards_card content_cards_domain_training-isarta-com\">\n\t\t\t<div class=\"content_cards_image\">\n\t\t\t\t<a class=\"content_cards_image_link\" href=\"https:\/\/training.isarta.com\/class\/google-ads-ai-campaigns-from-performance-max-to-ai-max\/42?utm_source=Isarta_Infos\" target=\"_blank\">\n\t\t\t\t\t<img src=\"https:\/\/training.isarta.com\/assets\/images\/33\/334bbe_Google-Ads-et-IA--original-.jpg\" alt=\"Google Ads AI Campaigns: From Performance Max to AI Max | Isarta Trainings\">\t\t\t\t<\/a>\n\t\t<\/div>\n\t\n\t<div class=\"content_cards_title\">\n\t\t<a class=\"content_cards_title_link\" href=\"https:\/\/training.isarta.com\/class\/google-ads-ai-campaigns-from-performance-max-to-ai-max\/42?utm_source=Isarta_Infos\" target=\"_blank\">\n\t\t\tGoogle Ads AI Campaigns: From Performance Max to AI Max | Isarta Trainings\t\t<\/a>\n\t<\/div>\n\t<div class=\"content_cards_description\">\n\t\t<a class=\"content_cards_description_link\" href=\"https:\/\/training.isarta.com\/class\/google-ads-ai-campaigns-from-performance-max-to-ai-max\/42?utm_source=Isarta_Infos\" target=\"_blank\">\n\t\t\t<p>Boost your Google Ads campaigns with AI and reach your goals faster.<\/p>\n\t\t<\/a>\n\t<\/div>\n\t<div class=\"content_cards_site_name\">\n\t\t<img src=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2025\/01\/cropped-isarta-nouveau-fond-bleu-carre-32x32.png\" alt=\"training.isarta.com\" class=\"content_cards_favicon\"\/>\t\ttraining.isarta.com\t<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>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.<\/p>\n","protected":false},"author":88,"featured_media":84720,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[5],"tags":[],"_links":{"self":[{"href":"https:\/\/isarta.com\/news\/wp-json\/wp\/v2\/posts\/84717"}],"collection":[{"href":"https:\/\/isarta.com\/news\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/isarta.com\/news\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/isarta.com\/news\/wp-json\/wp\/v2\/users\/88"}],"replies":[{"embeddable":true,"href":"https:\/\/isarta.com\/news\/wp-json\/wp\/v2\/comments?post=84717"}],"version-history":[{"count":2,"href":"https:\/\/isarta.com\/news\/wp-json\/wp\/v2\/posts\/84717\/revisions"}],"predecessor-version":[{"id":84749,"href":"https:\/\/isarta.com\/news\/wp-json\/wp\/v2\/posts\/84717\/revisions\/84749"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/isarta.com\/news\/wp-json\/wp\/v2\/media\/84720"}],"wp:attachment":[{"href":"https:\/\/isarta.com\/news\/wp-json\/wp\/v2\/media?parent=84717"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/isarta.com\/news\/wp-json\/wp\/v2\/categories?post=84717"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/isarta.com\/news\/wp-json\/wp\/v2\/tags?post=84717"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}