Artificial intelligence has gone mainstream in marketing. According to Basis Technologies’ latest annual survey, every marketing leader reported that their teams are using AI in advertising and marketing workflows, with 95% of professionals leveraging generative or agentic AI at least monthly—and a third using it daily.

The survey, titled AI and the Future of Marketing, polled 140 professionals across agencies, brands, and publishers in August 2025, revealing how AI tools are shaping productivity, risk, and workforce dynamics.

AI Adoption Is Exploding

The most common AI applications are ideation and research, cited by 76% or more of respondents. ChatGPT dominates as the tool of choice, used by 88% of professionals, far ahead of other AI platforms. Paid AI subscriptions are also on the rise, with over 65% of organizations investing in premium tools, up from 44% in 2024.

Efficiency gains are palpable: more than 73% of respondents reported being moderately or significantly more productive over the past year thanks to AI—a notable jump from 54% in 2024.

Yet adoption doesn’t always mean automation. Only 20% of organizations currently “employ” AI agents, and while 25% report having replaced—or planning to replace—employees with AI, most professionals (66%) feel little risk of losing their own roles in the next 3–5 years.

Rising Concerns and Risks

AI’s rapid adoption comes with growing apprehension. Survey respondents cited brand safety, misinformation, copyright liability, and environmental impact as key risks:

• 86% are concerned about copyright and legal exposure

• 70% support regulation of AI’s development and use

• 63% are worried about AI’s energy footprint

• 100% see generative AI as a brand safety risk, with 40% calling it significant

Interestingly, nearly one in five marketers report deprioritizing SEO because of AI’s influence on search, signaling a shift in digital strategy priorities.

The Industry Implications

The survey underscores a broader industry trend: AI is no longer optional for marketers. Tools like generative AI and automated analysis are embedded into daily workflows, accelerating ideation, content creation, and campaign optimization. However, professionals must balance these gains with oversight, governance, and ethical considerations.

“The Basis annual AI survey shows that this is an unstoppable force in business, especially advertising and marketing,” said Katie McAdams, CMO of Basis Technologies. “AI’s benefits far outweigh concerns for now, but marketers must remain vigilant about its unintended consequences.”

For agencies and brands, the message is clear: adopt AI strategically, maximize efficiency, and remain mindful of risks—or risk falling behind in a digital-first, AI-driven marketing landscape.

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