Marketers Embrace AI with Excitement and Stress: Adweek Survey
A recent survey of Adweek readers reveals that marketers and advertisers are largely committed to integrating artificial intelligence (AI) into their daily operations, even as they grapple with the pressures of rapid technological advancement. The survey, conducted from July 21-27 with nearly 250 participants, found that a significant 78% of organizations are serious about embracing AI, while approximately one in five are not.
Despite this strong commitment, the adoption of AI is not without its challenges. A substantial 85% of surveyed marketers and advertisers reported feeling pressure to stay abreast of the latest developments in AI.
However, a prevailing sense of excitement appears to outweigh apprehension regarding AI’s growing presence in the workplace. While 51% expressed enthusiasm, 39% admitted to feeling apprehensive, indicating a nuanced but generally positive outlook. This welcoming attitude may stem from a high degree of self-assurance, with 83% of respondents expressing either very high or moderate confidence in their ability to effectively utilize and benefit from AI in their professional roles. The majority of participants, over two-thirds, identified as working for either a brand or an advertising agency.
Globally, data from LinkedIn suggests that marketers and advertisers are adopting AI-related skills at a pace that places them in the middle tier compared to professionals in other industries. Analyzing the 12 months ending April 2025 against the preceding period, the number of AI-related skills listed on LinkedIn profiles for marketers and advertisers saw a 12% increase. This growth, while notable, was outpaced by sectors like government, which experienced a 28% uptick in AI skill adoption.
Further insights from employment data provider Live Data Technologies indicate a correlation between the rise of AI in recent years and a decline in staff-level positions within marketing and advertising companies. In contrast, manager and director roles have remained relatively stable during the same period. This trend coincides with overall employment at U.S. advertising agencies remaining flat during the first half of 2025.
The findings paint a complex picture of AI integration in the marketing world: a sector eager to embrace cutting-edge technology, confident in its ability to adapt, yet acutely aware of the demands and potential shifts it brings to the workforce.