The Bottom Line:

A New Era of Top-Down Digital Transformation

How executives are setting the pace for AI adoption and why it matters

AI is revolutionizing marketing, with a surprising twist. We collaborated with the American Marketing Association to survey 1,000+ marketing professionals, revealing that unlike social media's bottom-up adoption, AI implementation is being driven by executives. Our report looks into this surprising flip, challenging assumptions about who leads technological change in the modern workplace.

Executives
27% want AI in the driver's seat
Entry Level Marketers
5% want AI in the driver's seat
Executives are significantly more open to an AI-dominated future in marketing, showcasing a bold vision.
Executives are significantly more open to an AI-dominated future in marketing, showcasing a bold vision.
More executives rate AI as important to their role
34%
Entry Level Marketers
48%
Executives
Executives are embracing AI as a cornerstone of their own success, outpacing entry-level marketers in recognizing its importance.
The industry is rapidly embracing AI-driven strategies and tools.
AI adoption has jumped from 73% in 2023 to 90% in 2024.
The industry is rapidly embracing AI-driven strategies and tools.
The industry is rapidly embracing AI-driven strategies and tools.
Listen & Watch
PODCAST
Deep dive into the findings of our report on the latest episode of AI in Marketing: Unpacked
WEBINAR
Join Corbett and Christine in AMA’s webinar series where they discuss the data and its real time application for marketing leaders

Adoption

Executives are taking the lead in AI adoption, with 61% using AI weekly compared to only 42% of entry level staff. This top-down integration
highlights how AI adoption is being driven by those at the top,
Weekly AI usage
61%
Executives
flipping the usual script where younger staff generally lead the charge for new technologies.
AI’s creative potential
42%
Entry Level Marketers

Adoption

Executives are taking the lead in AI adoption, with 61% using AI weekly compared to only 42% of entry level staff. This top-down integration highlights how AI adoption is being driven by those at the top, flipping the usual script where younger staff generally lead the charge for new technologies.
Weekly AI usage
61%
Executives
42%
Entry Level Marketers

The Confidence Flip

While 55% of executives trust AI to enhance creativity, only 33% of entry level marketers feel the same. This gap suggests senior leaders
AI’s creative potential
55%
Executives
are embracing AI not just as a tool but as a driver of creativity in marketing, while early-career professionals remain hesitant.
AI’s creative potential
33%
Entry Level Marketers

The Confidence Flip

While 55% of executives trust AI to enhance creativity, only 33% of entry level marketers feel the same. This gap suggests senior leaders are embracing AI not just as a tool but as a driver of creativity in marketing, while early-career professionals remain hesitant.
AI’s creative potential
55%
Executives
33%
Entry Level Marketers

A Training Gap

The skills gap is widening: 65% of executives have received formal AI training, while only 34% of early-career marketers have
Received formal AI training
65%
Executives
had the same opportunities. This widening gap in training could lead to long-term disparities in AI skill sets across job levels.
Received formal AI training
34%
Entry Level Marketers

A Training Gap

The skills gap is widening: 65% of executives have received formal AI training, while only 34% of early-career marketers have had the same opportunities. This widening gap in training could lead to long-term disparities in AI skill sets across job levels.
Received formal AI training
65%
Executives
34%
Entry Level Marketers

Ethical Concerns

Entry-level marketers are more concerned with ethical issues like bias and copyright infringement, while executives focus on whether AI-generated content meets client expectations. This contrast
meeting client standards
46%
Executives
reflects how different roles view AI: entry-level marketers worry about the immediate ethical risks, while senior leaders prioritize maintaining brand reputation and meeting external standards.
bias, copyright
39%
Entry Level Marketers

Ethical Concerns

Entry-level marketers are more concerned with ethical issues like bias and copyright infringement, while executives focus on whether AI-generated content meets client expectations. This contrast reflects how different roles view AI: entry-level marketers worry about the immediate ethical risks, while senior leaders prioritize maintaining brand reputation and meeting external standards.
meeting client standards
bias, copyright
46%
Executives
39%
Entry Level Marketers

Executive Edge

Executives are integrating AI into advanced applications like design, collaboration, and audience targeting—areas not reflected in entry-level marketers’ top uses.
Design Processes
37%
Executives
Advanced AI Tools
0%
Entry Level Marketers
This strategic use of AI is enhancing executive capabilities and transforming how marketing teams drive innovation and achieve results.
Team Collaboration
35%
Executives
Audience Targeting
32%
Executives

Executive Edge

The survey reveals executives are leading in the adoption of advanced AI tools, while entry-level marketers did not report using them. This early embrace of sophisticated AI technologies is giving executives a clear edge, driving both creativity and productivity at higher levels.
Text to Image
Scriptwriting
37%
Executives
35%
Executives
Advanced AI Tools
0%
Entry Level Marketers
Lip-Syncing
32%
Executives

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