According to Canva’s State of Marketing & AI Report, the days of AI being a speculative trend are over.
A survey of 2,400 marketing and creative leaders across six countries has revealed the extent to which artificial intelligence has transformed from a tool of curiosity to a central element in modern marketing strategies.
Marketers Double Down on AI Spending
AI investment is reaching unprecedented levels, with 94% of marketers allocating budgets for AI in 2024. This investment trend will only intensify, as 75% of marketers expect to increase their AI spending in 2025, with nearly 62% anticipating growth of at least 25%.
Once an experimental tool, AI is now seen as vital to long-term business success, with 78% of marketers acknowledging its central role.
“AI in marketing is no longer an experiment—it’s an essential strategy. If you’re not leveraging AI to drive creativity, efficiency, and measurable results, you’re already behind,” said Zach Kitschke, CMO of Canva.
Adoption Grows but Integration Lags
Many marketing teams still face difficulties incorporating AI tools into their workflows, despite increased investment. The report highlights that:
- 64% believe there are too many AI tools available, making it difficult to select the right solutions.
- 45% feel pressured to adopt AI technology but struggle to integrate it effectively.
- 61% report challenges in embedding AI into their existing processes.
- 33% admit they don’t know how to measure AI’s return on investment (ROI), despite significant financial commitments.
The gap between adoption and execution suggests that while AI is seen as a necessity, businesses are still learning how to maximise its potential.
AI Boosts Efficiency but Measurement Falls Behind
One of AI’s most tangible benefits is its ability to save marketers time. According to the report, 85% of respondents say AI tools save them at least four hours per week, while 18% report saving over 10 hours weekly.
However, despite these clear time-saving advantages, only 52% of marketers consistently measure AI’s impact, meaning its full potential remains underutilised.
Human Oversight Remains Critical in AI-Generated Content
Trust in AI tools is strong among marketers, with 89% expressing confidence in AI-generated content. However, human oversight remains essential, as 94% of marketers still review and refine AI outputs to ensure accuracy, brand consistency, and quality.
Customisation is a challenge, with 35% noting limited AI flexibility in adapting to brand guidelines. Additionally, concerns persist regarding:
- Brand safety (22%)
- Data privacy (21%)
- Impact on creativity (13%)
86% of marketing teams have implemented policies for responsible AI use to address these risks.
AI Literacy Becomes a Must-Have Skill
The report shows that as AI tools become increasingly embedded in marketing, 85% of marketers are encouraging experimentation with AI.
Additionally, 92% of industry leaders predict that AI literacy will be a mandatory skill within the next 2–4 years.
Agentic AI and Personalisation
Marketers are increasingly drawn to Agentic AI, which offers autonomous decision-making capabilities. The report underscores strong interest in AI-driven applications such as:
- Brand sentiment monitoring and issue flagging
- Campaign measurement and optimisation
- Personalised marketing strategies
Kitschke emphasises that the future of AI in marketing isn’t just about automation—it’s about strategic integration.
“The shift from exploration to execution is happening fast. Marketing leaders need to move beyond incremental AI adoption and integrate it as a core pillar of their strategy. That means choosing the right tools, empowering their teams with AI literacy, and measuring impact. Those who get this right will not only unlock new creative possibilities but also drive real business outcomes.”
Conclusion
The 2025 “State of Marketing & AI Report” makes one thing clear—AI is no longer an optional tool but a business imperative.
Canva’s report serves as a roadmap for the future, with increasing investment, rapid adoption, and growing efficiency gains, marketers must focus on integration, measurement, and AI literacy to fully leverage its potential.