Statista – The 2025 Marketer’s Guide to AI & Creative Impact Measurement

The main theme of the report is the use of artificial intelligence (AI) in marketing to enhance creative strategies and measure their effectiveness.

Key findings include: Despite recognizing the potential of AI, its integration into marketing processes is slow. There is a significant gap in AI adoption between large and small companies, putting the latter at a disadvantage. Major barriers to AI implementation include resistance to change and a gap in enthusiasm between different management levels. 75% of respondents continue to use outdated research methods to generate new campaigns.