According to a new report from Dentsu Creative, over 80% of senior marketing leaders are now using AI tools on a weekly basis to bang out copy, surface trends, test ideas, and even summarize insights they’d rather not read themselves. Based on responses from 1,950 global CMOs and senior marketers, the findings signal that AI has graduated from hype to habit.
When it comes to agentic AI—tools that can make decisions and take actions with minimal input—CMOs aren’t just aware, they’re bracing for its impact. A whopping 89% believe it’ll reshape their business significantly, and 90% say brand loyalty will become harder to win and more essential to keep. So, if your brand identity feels a bit flabby, AI might just expose that faster than your creative team can book a brainstorm.
That said, the human touch still holds weight. Most marketers aren’t handing over the keys just yet, with 81% betting that customers will pay more for human-made content. The majority also remain unconvinced that AI can truly connect emotionally—78% believe creativity is still a human stronghold, and 68% say AI-generated ads won’t deliver the goosebumps. Which means, for now, the robots can write the copy, but you’ll still need a human to make it sing.
Read more at Marketing Profs.