Invoca, a leader in revenue execution platforms, has released its second annual State of AI in B2C Digital Marketing Report. This comprehensive survey of 600 marketers in the U.S. and U.K. highlights AI's transformative impact on marketing strategies, with an overwhelming 80% of marketers reporting positive returns from their AI investments. The findings underscore growing confidence in AI's ability to drive innovation and revenue growth within the digital marketing space.

Key Insights from the Report:

• AI Investment and ROI:

  • 80% of marketers reported that their use of AI exceeded return on investment (ROI) expectations.
  • 93% of respondents had positive experiences with AI tools in 2024, and 95% plan to increase AI investments in the upcoming year.

• AI's Impact on Employment:

  • 57% of marketers believe AI will create more jobs than it displaces, up 7% from the previous year, as AI automates repetitive tasks and enhances productivity.
  • Despite concerns about job displacement, AI is viewed as a tool that will foster more strategic roles in marketing organizations.

• Executive Ownership of AI Adoption:

  • 37% of marketers report that AI adoption is now overseen by executives, such as CMOs, a significant increase from 18% in 2023.
  • More than 90% of organizations plan to allocate a dedicated AI budget for 2025.

• Growing AI Expertise in Large Companies:

  • 60% of marketers at companies with over 1,000 employees report expert-level AI knowledge, compared to just 40% at smaller organizations, reversing the trend from 2023.
  • AI expertise is increasingly widespread, with 43% of managers identifying as AI experts, narrowing the gap with senior leaders.

• AI's Contribution to Revenue Growth:

  • 94% of marketers report that AI positively impacted revenue in 2024.
  • In 2025, AI investments will focus on productivity, data analysis, process automation, and enhancing customer experiences.

• Barriers to AI Adoption:

  • Data security concerns are the leading barrier to AI adoption, with many companies hesitant to share proprietary data with external AI models.
  • Lack of transparency in AI tools remains a challenge, hindering full trust and integration.

AI Literacy and Career Advancement:

• AI as a Key Skill:
  • AI literacy is now seen as essential for career growth, with 94% of marketers expecting AI experience to be a critical hiring factor in 2025.
  • Marketers without AI skills are increasingly concerned about being left behind, with 26% fearing they may appear outdated, and 21% worried about potential layoffs.
  • AI proficiency is also crucial for job performance, with marketers lacking AI skills expecting challenges in campaign efficiency, performance tracking, and budget management.

The State of AI in B2C Digital Marketing Report reveals that AI has firmly established itself as a critical tool for marketers, enhancing efficiency, driving revenue growth, and transforming marketing strategies. As AI adoption grows, the ability to leverage these technologies will be essential for marketers to stay competitive in an evolving industry.