AI Reality Check · Updated 5 Oct 2026

Where AI use really stands

AI is routine in marketing and in people's lives; value and paying lag far behind use.

24.2%

of marketing activities use AI

+15.6 pts since 2022

The CMO Survey, US marketing leaders, 2026 Link

37%

of organisations see any EBIT impact from AI

−2 pts since 2025

McKinsey State of AI, global, 2026 Link

61.8%

of US adults use generative AI

+17.2 pts since 2024

Real-Time Population Survey, St. Louis Fed, 2026 aged 18-64 Link

2.2%

of PNC customer households pay for gen AI

single reading

PNC Research, card data, 2026 customer households run by PNC Link

Marketers

Use inside marketing teams and companies, and the value they report.

AI use keeps climbing; profit impact doesn't follow

McKinsey State of AI: organisations using AI vs reporting EBIT impact from it

202225pts gap2022: Uses AI 50%, Reports EBIT impact 25%, gap 25 pts.
202332pts gap2023: Uses AI 55%, Reports EBIT impact 23%, gap 32 pts.
definitions change
202549pts gap2025: Uses AI 88%, Reports EBIT impact 39%, gap 49 pts.
202652pts gap2026: Uses AI 89%, Reports EBIT impact 37%, gap 52 pts.

Method & notes

Use: until 2024 the question was whether the organisation had adopted AI in at least one function; from the 2025 report it is regular use (88% in 2025), so the step from 78% (fielded mid-2024) is partly definitional and the segment is dashed.
EBIT impact: 2022 and 2023 count respondents attributing at least 5% of EBIT to AI (25%, 23%); from 2025 McKinsey reports any EBIT impact, a lower bar, so the segment into 2025 is dashed and the levels are not comparable across it. The 2024 wave measured gen AI only (17%) and is left off the line.
Both lines are shares of respondents on the same percent scale; the point is the widening distance, not either level alone.

Sources (5)

McKinsey & Company

The state of AI in 2022, and a half decade in review, published 2022. Fieldwork 3 May 2022 to 27 May 2022 + 15 to 17 Aug 2022; n=1,492; executives and managers, all functions, all company sizes; GDP-weighted; Global. Link
The state of AI in 2022, and a half decade in review, published 2022. Fieldwork 3 May 2022 to 27 May 2022; n=1,492; executives and managers, all functions, all company sizes; GDP-weighted; Global. Link
The state of AI in 2023: Generative AI's breakout year, published 2023. Fieldwork 11 Apr 2023 to 21 Apr 2023; n=1,684; executives and managers, all functions, all company sizes; GDP-weighted; Global. Link
The state of AI in 2025: Agents, innovation, and transformation, published 2025. Fieldwork 25 Jun 2025 to 29 Jul 2025; n=1,993; executives and managers, all functions, all company sizes; GDP-weighted; Global (105 nations). Link
The state of AI in 2026: On the road to ROI, published 2026. Fieldwork 4 May 2026 to 8 Jun 2026; n=1,719; executives and managers, all functions, all company sizes; GDP-weighted; Global (97 nations). Link

Data table and quotes

Measure	Published	Value	Fieldwork	Sample	Quote
Uses AI	2022	50%	3 May 2022 to 27 May 2022 + 15 to 17 Aug 2022	n=1,492	“In 2017, 20 percent of respondents reported adopting AI in at least one business area, whereas today, that figure stands at 50 percent, though it peaked higher in 2019 at 58 percent.”
Reports EBIT impact	2022	25%	3 May 2022 to 27 May 2022	n=1,492	“About a quarter of respondents report this year that at least 5 percent of their organizations’ EBIT was attributable to AI in 2021, in line with findings from the previous two years”
Uses AI	2023	55%	11 Apr 2023 to 21 Apr 2023	n=1,684	“The share of organizations that have adopted AI overall remains steady, at least for the moment, with 55 percent of respondents reporting that their organizations have adopted AI.”
Reports EBIT impact	2023	23%	11 Apr 2023 to 21 Apr 2023	n=1,684	“just 23 percent of respondents say at least 5 percent of their organizations’ EBIT last year was attributable to their use of AI, essentially flat with the previous survey”
Uses AI	2025	88%	25 Jun 2025 to 29 Jul 2025	n=1,993	“88 percent report regular AI use in at least one business function, compared with 78 percent a year ago.”
Reports EBIT impact	2025	39%	25 Jun 2025 to 29 Jul 2025	n=1,993	“Thirty-nine percent of respondents attribute any level of EBIT impact to AI, and most of those respondents say that less than 5 percent of their organization’s EBIT is attributable to AI use.”
Uses AI	2026	89%	4 May 2026 to 8 Jun 2026	n=1,719	“Nearly nine in ten respondents report regular use of AI in at least one business function (Exhibit 1 value: 89)”
Reports EBIT impact	2026	37%	4 May 2026 to 8 Jun 2026	n=1,719	“Thirty-seven percent of respondents attribute at least some EBIT impact to AI use (about the same share as last year).”

Marketers expect AI to do far more than it does today

The CMO Survey: share of marketing activities using AI, today vs expected in three years

202214.3pts gap2022: Expected in three years 22.9%, Today 8.6%, gap 14.3 pts.
202527pts gap2025: Expected in three years 44.2%, Today 17.2%, gap 27 pts.
202631.7pts gap2026: Expected in three years 55.9%, Today 24.2%, gap 31.7 pts.

Method & notes

The expectation made in 2022 (22.9% for about 2025) is close to the use reported in 2026 (24.2%).

Sources (3)

The CMO Survey (Duke Fuqua, Deloitte, AMA). Sample: top US marketers at for-profit companies (VP level and above); n = respondents answering this question; US.

The CMO Survey, September 2022 (Topline Report; 273 respondents), published 2022. Fieldwork 12 Jul 2022 to 4 Aug 2022; n=183 / n=189. Link
The CMO Survey 2025 (Topline Report; 281 respondents), published 2025. Fieldwork 21 Jan 2025 to 12 Feb 2025; n=210 / n=211. Link
The CMO Survey 2026 (Topline Report; 308 respondents), published 2026. Fieldwork 7 Jan 2026 to 29 Jan 2026; n=188 / n=191. Link

Data table and quotes

Measure	Published	Value	Fieldwork	Sample	Quote
Expected in three years	2022	22.9%	12 Jul 2022 to 4 Aug 2022	n=183	“To what extent is your company using artificial intelligence or machine learning in optimizing and automating marketing efforts? (0% of the time to 100% of the time) Next three years: Mean 22.88, Total 183”
Today	2022	8.6%	12 Jul 2022 to 4 Aug 2022	n=189	“To what extent is your company using artificial intelligence or machine learning in optimizing and automating marketing efforts? (0% of the time to 100% of the time) Current: Mean 8.61, Total 189”
Expected in three years	2025	44.2%	21 Jan 2025 to 12 Feb 2025	n=210	“To what extent is your company using artificial intelligence or machine learning in optimizing and automating marketing efforts? (0% of the time-100% of the time) Next three years: Mean 44.22, Total 210”
Today	2025	17.2%	21 Jan 2025 to 12 Feb 2025	n=211	“To what extent is your company using artificial intelligence or machine learning in optimizing and automating marketing efforts? (0% of the time-100% of the time) Current: Mean 17.20, Total 211”
Expected in three years	2026	55.9%	7 Jan 2026 to 29 Jan 2026	n=188	“To what extent is your company using artificial intelligence or machine learning in optimizing and automating marketing efforts? (0% of the time-100% of the time) Next three years: Mean 55.91%, Total 188”
Today	2026	24.2%	7 Jan 2026 to 29 Jan 2026	n=191	“To what extent is your company using artificial intelligence or machine learning in optimizing and automating marketing efforts? (0% of the time-100% of the time) Current: Mean 24.17%, Total 191”

Use is high; value and capability lag

Latest reading per measure; different sources on one percent scale

Use

Organisations using AI regularly in at least one function McKinsey, 202689%
Multinational brands using AI content in consumer-facing marketing WFA, 202678%
Senior marketers using generative AI to work more efficiently Kantar, 202570%
UK advertisers using generative AI regularly ISBA, 202665%
Share of marketing activities that use AI (US) The CMO Survey, 202624.2%

Value and capability

Companies in the value-generating segments BCG, 202540%
Organisations attributing any EBIT impact to AI McKinsey, 202637%
CMOs reporting mature or fully developed AI readiness Gartner, 202630%
Marketing teams with the expertise to use AI effectively WFA, 202612%

Consumers: use versus paying

US adults aged 18 to 64 using generative AI Real-Time Population Survey (St. Louis Fed), 202661.8%
People in Norway using generative AI in the last three months Statistics Norway, 202671%
Bank of America households paying for AI services Bank of America Institute, 2026 run by Bank of America3%
PNC customer households paying for a gen AI subscription PNC Research, 2026 run by PNC2.2%

Method & notes

Latest reading of each measure, independent research and research run by large brands. Bars are different measures on the same percent scale. The consumer bars count people or households, not marketers: use climbs year on year while paid use stays in single digits of households.

Sources (12)

McKinsey & Company, The state of AI in 2026: On the road to ROI, published 2026. Fieldwork 4 May 2026 to 8 Jun 2026; n=1,719; executives and managers, all functions, all company sizes; GDP-weighted; Global (97 nations). Link
WFA, AI labelling research (WFA + ICAS), published 2026. Fieldwork 2026 (dates not stated); n: 27 multinational brands; multinational brand owners (WFA members); Global. Link
Kantar, Media Reactions 2025 / The state of GenAI in media and advertising, published 2025. Fieldwork May 2025 to Aug 2025; n=974; senior marketers (plus 21,300 consumers); Global (30 markets). Link
ISBA, ISBA 2026 Gen AI Survey, published 2026. Fieldwork 2026 (dates not stated); n not stated; ISBA member advertisers; UK. Link
The CMO Survey (Duke Fuqua, Deloitte, AMA), The CMO Survey 2026 (Topline Report; 308 respondents), published 2026. Fieldwork 7 Jan 2026 to 29 Jan 2026; n=191; top US marketers at for-profit companies (VP level and above); n = respondents answering this question; US. Link
BCG, The Widening AI Value Gap (Build for the Future 2025), published 2025. Fieldwork 2025 (dates not stated); n=1,250; CxOs and senior executives, AI decision makers; Global (68 countries). Link
Gartner, 2026 CMO Spend Survey (press release 11 May 2026), published 2026. Fieldwork Jan 2026 to Mar 2026; n=401; CMOs and marketing leaders, mostly >$1B revenue; North America, UK, Europe. Link
WFA, Marketing transformation research, published 2026. Fieldwork 2026 (dates not stated); n: 80 senior marketers across 57 companies; senior marketers, multinationals (US$60bn+ cumulative spend); Global. Link
Federal Reserve Bank of St. Louis (Real-Time Population Survey), FRED series RPSGENAIUSAGESHAREALL, published 2026. Fieldwork Apr 2026 to Jun 2026; n not stated; US adults aged 18-64 (Real-Time Population Survey; Bick, Blandin, Deming); US. Link
Statistics Norway (SSB), Table 14365: Use of artificial intelligence in the last three months, published 2026. Fieldwork 2026 (ICT household survey, Q2 reference); n not stated; persons aged 16-74 in Norway (official ICT household survey); Norway. Link
Bank of America Institute, Not quite mAInstream: A consumer AI adoption profile, published 2026. Fieldwork Feb 2026; n not stated; Bank of America consumer households (internal payments data; direct card payments only); US. Link run by Bank of America
PNC Economics Research (PNC Financial Services), Consumer Health Check, June 2026, published 2026. Fieldwork May 2026; n not stated; PNC customer households (aggregated, anonymised debit and credit card data), not all US households; US. Link run by PNC

Data table and quotes

Measure	Published	Value	Fieldwork	Sample	Quote
Organisations using AI regularly in at least one function	2026	89%	4 May 2026 to 8 Jun 2026	n=1,719	“Nearly nine in ten respondents report regular use of AI in at least one business function (Exhibit 1 value: 89)”
Multinational brands using AI content in consumer-facing marketing	2026	78%	2026 (dates not stated)	n: 27 multinational brands	“Already more than three in four (78%) global brands are using AI-generated or AI-enhanced content in consumer-facing marketing”
Senior marketers using generative AI to work more efficiently	2025	70%	May 2025 to Aug 2025	n=974	“Almost three quarters of marketers (70%) already use GenAI to work more efficiently, and only 33% believe their teams lack the skills to use it.”
UK advertisers using generative AI regularly	2026	65%	2026 (dates not stated)	n not stated	“99% of advertisers are engaging with Gen AI. 65% use Gen AI regularly, with 28% reporting a meaningful impact on their day-to-day work.”
Share of marketing activities that use AI (US)	2026	24.2%	7 Jan 2026 to 29 Jan 2026	n=191	“To what extent is your company using artificial intelligence or machine learning in optimizing and automating marketing efforts? (0% of the time-100% of the time) Current: Mean 24.17%, Total 191”
Companies in the value-generating segments	2025	40%	2025 (dates not stated)	n=1,250	“Globally, 5% of companies qualify as “future-built” for AI ... 35% (“scalers”) are scaling up their efforts and beginning to generate value ... The remaining 60% of organizations (“laggards”) report minimal revenue and cost gains”
Organisations attributing any EBIT impact to AI	2026	37%	4 May 2026 to 8 Jun 2026	n=1,719	“Thirty-seven percent of respondents attribute at least some EBIT impact to AI use (about the same share as last year).”
CMOs reporting mature or fully developed AI readiness capabilities (%)	2026	30%	Jan 2026 to Mar 2026	n=401	“While 70% of CMOs say becoming an AI leader is a critical goal for 2026, only 30% report mature or fully developed AI readiness capabilities.”
Marketing teams with the expertise to use AI effectively	2026	12%	2026 (dates not stated)	n: 80 senior marketers across 57 companies	“only 12% of marketing teams currently possess the necessary expertise to effectively leverage AI”
US adults aged 18 to 64 using generative AI	2026	61.8%	Apr 2026 to Jun 2026	n not stated	“2026-04-01,61.7802431014”
People in Norway using generative AI in the last three months	2026	71%	2026 (ICT household survey, Q2 reference)	n not stated	“Have used generative AI tool e.g. ChatGPT, Bing Chat, Bard, LLaMA, Midjourney, DALL-E \| Both sexes \| 16-74 years \| 2026: 71.0”
Bank of America households paying for AI services	2026	3%	Feb 2026	n not stated	“Only around 3% of Bank of America households currently pay for AI services, according to Bank of America payments data.”
PNC customer households paying for a gen AI subscription	2026	2.2%	May 2026	n not stated	“The share of PNC households paying for a Gen AI subscription reached 2.2% in May, and household adoption remains well above year-ago levels.”

Adoption rises on almost every line; the top tier barely moves

Each source's own series on a common percent scale; dashed segments cross a wording change

Share of marketing activities using AIThe CMO Survey

24.2%8.6% 2022+15.6 pts

Reported sales productivity gain from AIThe CMO Survey

14.1%6.2% 2023+7.9 pts

Generative AI share of marketing activitiesThe CMO Survey

22.4%7.0% 2024+15.4 pts

Marketers who have adopted AI run by SalesforceSalesforce

75%75% 20240 pts

AI deployed in the creative processIAB

83%60% 2024+23 pts

Frontline employees using AI regularlyBCG

74%51% 2025+23 pts

UK advertisers with a live gen AI use caseISBA

41%9% 2024+32 pts

Organisation uses AI in at least one functionMcKinsey

89%50% 2022+39 pts

At least scaling AI across the enterpriseMcKinsey

44%38% 2025+6 pts

AI high performersMcKinsey

6%6% 20250 pts

Regular use of generative AIMcKinsey

71%33% 2023+38 pts

Companies generating value from AIBCG

40%26% 2024+14 pts

Companies in BCG's top tierBCG

5%4% 2024+1 pts

Organisations reshaping work with AIBCG

42%22% 2025+20 pts

Method & notes

Use of AI rose, and so did the gain marketers report from it. The two lines are different measures on the same percent scale; compare their direction, not their height.
Use of AI rose, and so did the gain marketers report from it. The productivity gain is self-reported and not audited, and only companies using AI answer it (n=156 in 2026). From 2025 the question reads "any type of AI" and adds "when using AI"; the CMO Survey reports the four waves as one series, so the segment is dashed rather than broken.
Marketers who have adopted AI. Salesforce's State of Marketing asked about experimenting with or fully implementing AI in 2024 and about having adopted AI in 2026; the two readings are close but not identical, so the segment is dashed. The 2022 and 2023 Salesforce figures measure an AI strategy and generative AI use in a separate survey and are left out of this line.
AI deployed in the creative process. The 2024 value is the figure IAB cites for its 2024 study (75 executives, August to October 2024) in the 2026 report.
Frontline employees using AI regularly. BCG's 2023 report found 27% regular gen AI use across all respondents, not frontline only, so it is left off the line.
UK advertisers with a live gen AI use case. The April 2024 value is the figure ISBA restates in its 2025 release (fieldwork July 2025); ISBA does not state the sample size.
UK advertisers with a live gen AI use case. ISBA's 2026 survey asks a different question, regular use (65%), so it is not on the line.
Use of AI kept rising; the share reporting profit impact did not. Use: until 2024 the question was whether the organisation had adopted AI in at least one function; from the 2025 report it is regular use (88% in 2025), so the step from 78% (fielded mid-2024) is partly definitional and the segment is dashed.
More organisations scale AI; the top tier does not grow. High performers: 5% or more of EBIT from AI and significant value. The 2022 figure (8%) used a 20% of EBIT threshold and is left off the line.
More organisations scale AI; the top tier does not grow. The 2025 scaling value is as restated in the 2026 report; the 2025 report itself said about one third.
Regular use of generative AI. McKinsey stopped reporting gen AI separately after the wave fielded in mid-2024; it is folded into overall AI use.
Companies generating value from AI. BCG renamed its segments in 2025 (2024: cutting-edge plus scaling; 2025: future-built plus scalers). BCG compares the two years itself, but the labels differ.
Companies in BCG's top tier. The top tier was called cutting-edge in 2024 and future-built in 2025.
Organisations reshaping work with AI. Both values come from BCG's 2026 AI at Work report, which restates the 2025 figure.

Sources (26)

The CMO Survey (Duke Fuqua, Deloitte, AMA), The CMO Survey, September 2022 (Topline Report; 273 respondents), published 2022. Fieldwork 12 Jul 2022 to 4 Aug 2022; n=189; top US marketers at for-profit companies (VP level and above); n = respondents answering this question; US. Link
The CMO Survey (Duke Fuqua, Deloitte, AMA), The CMO Survey, Fall 2024 (Topline Report; 260 respondents), published 2024. Fieldwork 4 Sep 2024 to 25 Sep 2024; n=193; top US marketers at for-profit companies (VP level and above); n = respondents answering this question; US. Link
The CMO Survey (Duke Fuqua, Deloitte, AMA), The CMO Survey 2025 (Topline Report; 281 respondents), published 2025. Fieldwork 21 Jan 2025 to 12 Feb 2025; n=211 / n=181 / n=210; top US marketers at for-profit companies (VP level and above); n = respondents answering this question; US. Link
The CMO Survey (Duke Fuqua, Deloitte, AMA), The CMO Survey 2026 (Topline Report; 308 respondents), published 2026. Fieldwork 7 Jan 2026 to 29 Jan 2026; n=191 / n=156 / n=187; top US marketers at for-profit companies (VP level and above); n = respondents answering this question; US. Link
The CMO Survey (Duke Fuqua, Deloitte, AMA), The CMO Survey, Fall 2023 (Topline Report; 316 respondents), published 2023. Fieldwork 26 Jul 2023 to 17 Aug 2023; n=223; top US marketers at for-profit companies (VP level and above); only companies using AI answer; n = respondents answering this question; US. Link
The CMO Survey (Duke Fuqua, Deloitte, AMA), The CMO Survey, Spring 2024 (Topline Report; 292 respondents), published 2024. Fieldwork 6 Feb 2024 to 5 Mar 2024; n=116 / n=202; top US marketers at for-profit companies (VP level and above); only companies using AI answer; n = respondents answering this question; US. Link
Salesforce, State of Marketing, 9th ed., published 2024. Fieldwork 5 Feb 2024 to 12 Mar 2024; n=4,850; marketing decision makers (vendor-run, double-anonymous survey); Global (29 countries: NA, LatAm, APAC, Europe). Link run by Salesforce
Salesforce, State of Marketing, 10th ed., published 2026. Fieldwork 8 Oct 2025 to 17 Nov 2025; n=4,450; marketing decision makers (vendor-run, double-anonymous survey); Global (NA, LatAm, APAC, Europe). Link run by Salesforce
IAB, The AI Ad Gap Widens (2024 study, as cited in 2026 study), published 2024. Fieldwork Aug 2024 to Oct 2024; n=75; US ad executives (brands, agencies, publishers); US. Link
IAB, The AI Ad Gap Widens, published 2026. Fieldwork Oct 2025 to Jan 2026; n=104; US ad executives (brands, agencies, publishers); US. Link
BCG, AI at Work 2025: Momentum Builds, but Gaps Remain, published 2025. Fieldwork 2025 (dates not stated); n=10,600+; leaders, managers, frontline white-collar employees; 11 countries and regions. Link
BCG, AI at Work: Why Strategy Matters More Than Tools, published 2026. Fieldwork 2026 (dates not stated); n≈12,000; frontline employees, managers, leaders; more than a dozen global markets. Link
ISBA, ISBA Generative AI member survey (April 2024 wave, as restated 2025), published 2024. Fieldwork Apr 2024; n not stated; ISBA member advertisers; UK. Link
ISBA, ISBA Generative AI member survey 2025, published 2025. Fieldwork Jul 2025; n not stated; ISBA member advertisers; UK. Link
McKinsey & Company, The state of AI in 2022, and a half decade in review, published 2022. Fieldwork 3 May 2022 to 27 May 2022 + 15 to 17 Aug 2022; n=1,492; executives and managers, all functions, all company sizes; GDP-weighted; Global. Link
McKinsey & Company, The state of AI in 2023: Generative AI's breakout year, published 2023. Fieldwork 11 Apr 2023 to 21 Apr 2023; n=1,684; executives and managers, all functions, all company sizes; GDP-weighted; Global. Link
McKinsey & Company, The state of AI in early 2024: Gen AI adoption spikes and starts to generate value, published 2024. Fieldwork 22 Feb 2024 to 5 Mar 2024; n=1,363; executives and managers, all functions, all company sizes; GDP-weighted; Global. Link
McKinsey & Company, The state of AI: How organizations are rewiring to capture value, published 2025. Fieldwork 16 Jul 2024 to 31 Jul 2024; n=1,491; executives and managers, all functions, all company sizes; GDP-weighted; Global (101 nations). Link
McKinsey & Company, The state of AI in 2025: Agents, innovation, and transformation, published 2025. Fieldwork 25 Jun 2025 to 29 Jul 2025; n=1,993; executives and managers, all functions, all company sizes; GDP-weighted; Global (105 nations). Link
McKinsey & Company, The state of AI in 2026: On the road to ROI, published 2026. Fieldwork 4 May 2026 to 8 Jun 2026; n=1,719; executives and managers, all functions, all company sizes; GDP-weighted; Global (97 nations). Link
BCG, Where’s the Value in AI? (Build for the Future 2024), published 2024. Fieldwork 2024 (dates not stated); n=1,000; CxOs and senior executives, 20+ sectors; Global (59 countries, Asia, Europe, North America). Link
BCG, The Widening AI Value Gap (Build for the Future 2025), published 2025. Fieldwork 2025 (dates not stated); n=1,250; CxOs and senior executives, AI decision makers; Global (68 countries). Link
BCG, Where’s the Value in AI? (Build for the Future 2024), published 2024. Fieldwork 2024; n=1,000; CxOs and senior executives; Global (59 countries). Link
BCG, The Widening AI Value Gap (Build for the Future 2025), published 2025. Fieldwork 2025; n=1,250; CxOs and senior executives; Global (68 countries). Link
BCG, AI at Work: Why Strategy Matters More Than Tools, published 2025. Fieldwork 2025; n=10,600+; employees; 11 countries and regions. Link
BCG, AI at Work: Why Strategy Matters More Than Tools, published 2026. Fieldwork 2026; n≈12,000; employees; more than a dozen global markets. Link

Data table and quotes

Measure	Published	Value	Fieldwork	Sample	Quote
Share of marketing activities using AI	2022	8.6%	12 Jul 2022 to 4 Aug 2022	n=189	“To what extent is your company using artificial intelligence or machine learning in optimizing and automating marketing efforts? (0% of the time to 100% of the time) Current: Mean 8.61, Total 189”
Share of marketing activities using AI	2024	13.1%	4 Sep 2024 to 25 Sep 2024	n=193	“To what extent is your company using artificial intelligence or machine learning in optimizing and automating marketing efforts? (0% of the time-100% of the time) Current: Mean 13.06, Total 193”
Share of marketing activities using AI	2025	17.2%	21 Jan 2025 to 12 Feb 2025	n=211	“To what extent is your company using artificial intelligence or machine learning in optimizing and automating marketing efforts? (0% of the time-100% of the time) Current: Mean 17.20, Total 211”
Share of marketing activities using AI	2026	24.2%	7 Jan 2026 to 29 Jan 2026	n=191	“To what extent is your company using artificial intelligence or machine learning in optimizing and automating marketing efforts? (0% of the time-100% of the time) Current: Mean 24.17%, Total 191”
Reported sales productivity gain from AI	2023	6.2%	26 Jul 2023 to 17 Aug 2023	n=223	“Rate how the use of AI in marketing has affected the following outcomes. In each case, note the percentage improvement experienced in your company: Sales productivity 6.15, Total 223”
Reported sales productivity gain from AI	2024	5.1%	6 Feb 2024 to 5 Mar 2024	n=116	“Rate how the use of AI in marketing has affected the following outcomes. In each case, note the percentage improvement experienced in your company: Sales productivity 5.13, Total 116”
Reported sales productivity gain from AI	2025	8.6%	21 Jan 2025 to 12 Feb 2025	n=181	“Rate how the use of any type of AI in marketing has affected the following outcomes. In each case, note the percentage improvement experienced in your company when using AI: Sales productivity 8.56, Total 181”
Reported sales productivity gain from AI	2026	14.1%	7 Jan 2026 to 29 Jan 2026	n=156	“Rate how the use of any type of AI in marketing has affected the following outcomes. In each case, note the percentage improvement experienced in your company when using AI: Sales productivity 14.06%, Total 156”
Generative AI share of marketing activities	2024	7.0%	6 Feb 2024 to 5 Mar 2024	n=202	“What percent of the time is your company using generative AI in its marketing activities? Mean = 7.01, Valid Cases = 202”
Generative AI share of marketing activities	2025	15.1%	21 Jan 2025 to 12 Feb 2025	n=210	“What percent of the time is your company using generative AI in its marketing activities? Mean = 15.12, Valid Cases = 210”
Generative AI share of marketing activities	2026	22.4%	7 Jan 2026 to 29 Jan 2026	n=187	“What percent of the time is your company using generative AI in its marketing activities? Mean = 22.42%, Total 187”
Marketers experimenting with or having fully implemented AI (%)	2024	75%	5 Feb 2024 to 12 Mar 2024	n=4,850	“75% are either experimenting with or have fully implemented AI in their operations.”
Marketers who have adopted AI (%)	2026	75%	8 Oct 2025 to 17 Nov 2025	n=4,450	“75% of Marketers Have Adopted AI, Yet Still Use It To Send One-Way, Generic Campaigns”
AI deployed in the creative process	2024	60%	Aug 2024 to Oct 2024	n=75	“83% of ad executives now say their company has deployed AI in the creative process, up from 60% in the 2024 study.”
AI deployed in the creative process	2026	83%	Oct 2025 to Jan 2026	n=104	“83% of ad executives now say their company has deployed AI in the creative process, up from 60% in the 2024 study.”
Frontline employees using AI regularly	2025	51%	2025 (dates not stated)	n=10,600+	“While more than three-quarters of leaders and managers say they use generative AI (GenAI) several times a week, regular use among frontline employees has stalled at 51%.”
Frontline employees using AI regularly	2026	74%	2026 (dates not stated)	n≈12,000	“For the past few years, only around 50% of frontline workers reported using AI daily or several times a week. This year marked a turning point to 74%”
UK advertisers with a live gen AI use case	2024	9%	Apr 2024	n not stated	“In just over a year, the proportion of advertisers reporting at least one live Gen AI use case has more than quadrupled, rising from 9% in April 2024 to 41% in July 2025.”
UK advertisers with a live gen AI use case	2025	41%	Jul 2025	n not stated	“In just over a year, the proportion of advertisers reporting at least one live Gen AI use case has more than quadrupled, rising from 9% in April 2024 to 41% in July 2025.”
Organisation uses AI in at least one function	2022	50%	3 May 2022 to 27 May 2022 + 15 to 17 Aug 2022	n=1,492	“In 2017, 20 percent of respondents reported adopting AI in at least one business area, whereas today, that figure stands at 50 percent, though it peaked higher in 2019 at 58 percent.”
Organisation uses AI in at least one function	2023	55%	11 Apr 2023 to 21 Apr 2023	n=1,684	“The share of organizations that have adopted AI overall remains steady, at least for the moment, with 55 percent of respondents reporting that their organizations have adopted AI.”
Organisation uses AI in at least one function	2024	72%	22 Feb 2024 to 5 Mar 2024	n=1,363	“For the past six years, AI adoption by respondents’ organizations has hovered at about 50 percent. This year, the survey finds that adoption has jumped to 72 percent”
Organisation uses AI in at least one function	2025	78%	16 Jul 2024 to 31 Jul 2024	n=1,491	“In the latest survey, 78 percent of respondents say their organizations use AI in at least one business function, up from 72 percent in early 2024 and 55 percent a year earlier”
Organisation uses AI in at least one function	2025	88%	25 Jun 2025 to 29 Jul 2025	n=1,993	“88 percent report regular AI use in at least one business function, compared with 78 percent a year ago.”
Organisation uses AI in at least one function	2026	89%	4 May 2026 to 8 Jun 2026	n=1,719	“Nearly nine in ten respondents report regular use of AI in at least one business function (Exhibit 1 value: 89)”
At least scaling AI across the enterprise	2025	38%	25 Jun 2025 to 29 Jul 2025	n=1,993	“44 percent now report that AI is scaling across their enterprise, up from 38 percent a year ago (Exhibit 1).”
At least scaling AI across the enterprise	2026	44%	4 May 2026 to 8 Jun 2026	n=1,719	“44 percent now report that AI is scaling across their enterprise, up from 38 percent a year ago (Exhibit 1).”
AI high performers	2025	6%	25 Jun 2025 to 29 Jul 2025	n=1,993	“Respondents who attribute EBIT impact of 5 percent or more to AI use and say their organization has seen “significant” value from AI use, our definition of AI high performers, representing about 6 percent of respondents”
AI high performers	2026	6%	4 May 2026 to 8 Jun 2026	n=1,719	“AI high performers (respondents who attribute an EBIT impact of 5 percent or more to AI use and say their organizations have seen “significant” value from AI use) account for just 6 percent of survey respondents, unchanged from 2025.”
Regular use of generative AI	2023	33%	11 Apr 2023 to 21 Apr 2023	n=1,684	“One-third of all respondents say their organizations are already regularly using generative AI in at least one function”
Regular use of generative AI	2024	65%	22 Feb 2024 to 5 Mar 2024	n=1,363	“Sixty-five percent of respondents say their organizations are regularly using gen AI in at least one business function, up from one-third last year.”
Regular use of generative AI	2025	71%	16 Jul 2024 to 31 Jul 2024	n=1,491	“71 percent of respondents say their organizations regularly use gen AI in at least one business function, up from 65 percent in early 2024.”
Companies generating value from AI	2024	26%	2024 (dates not stated)	n=1,000	“only 26% of companies have developed the necessary set of capabilities to move beyond proofs of concept and generate tangible value ... just 4% of companies have developed cutting-edge AI capabilities ... an additional 22% have implemented an AI strategy”
Companies generating value from AI	2025	40%	2025 (dates not stated)	n=1,250	“Globally, 5% of companies qualify as “future-built” for AI ... 35% (“scalers”) are scaling up their efforts and beginning to generate value ... The remaining 60% of organizations (“laggards”) report minimal revenue and cost gains”
Companies in BCG's top tier	2024	4%	2024	n=1,000	“just 4% of companies have developed cutting-edge AI capabilities across functions and consistently generate significant value”
Companies in BCG's top tier	2025	5%	2025	n=1,250	“Right now, 5% of firms worldwide are in this camp, while 35% are scaling AI, beginning to generate value.”
Organisations reshaping work with AI	2025	22%	2025	n=10,600+	“Compared to 2025, the number of organizations that have graduated to using AI to reshape workflows end-to-end or to invent new business models has nearly doubled, 42% versus 22%.”
Organisations reshaping work with AI	2026	42%	2026	n≈12,000	“Compared to 2025, the number of organizations that have graduated to using AI to reshape workflows end-to-end or to invent new business models has nearly doubled, 42% versus 22%.”

Single readings: wide use, thin readiness

One-off figures without an earlier comparable value

Share of marketing budget allocated to AI initiatives Gartner, 202615.3%
CMOs reporting mature or fully developed AI readiness capabilities Gartner, 202630%
Share of marketing work automated by AI today Gartner, 202616%
CMOs reporting limited or no GenAI adoption in marketing campaigns Gartner, 202527%
CMOs saying GenAI investments are not currently a priority Gartner, 20251%
Respondents expecting more than 30% of GenAI experiments to be fully scaled in the next 3-6 months Deloitte, 2025 not comparable<33%
Respondents that have moved 40% or more of their AI pilots into production Deloitte, 2026 not comparable25%
B2C marketing decision makers actively implementing agentic AI into workflows Forrester, 202683%
Marketers already using GenAI to work more efficiently Kantar, 202570%
Advertisers using Gen AI regularly ISBA, 2026 not comparable65%
Brand owners already using generative AI in their marketing strategies WFA, 2024 not comparable63%
Brands using AI-generated or AI-enhanced content in consumer-facing marketing WFA, 2026 not comparable78%
Marketing teams possessing the expertise to effectively leverage AI WFA, 202612%
Marketers using agentic AI Salesforce, 2026 run by Salesforce13%
Marketers using AI in their roles HubSpot, 2025 run by HubSpot not comparable66%
Marketing teams using AI in at least a few marketing areas HubSpot, 2026 run by HubSpot not comparable86.4%

Method & notes

Figures without an earlier comparable value from the same source and question. Pairs marked not comparable use different questions and should not be read as a trend.
Respondents expecting more than 30% of GenAI experiments to be fully scaled in the next 3-6 months, 2025. not comparable with the 2026 Deloitte figure (expected scaling of gen AI experiments)
Respondents that have moved 40% or more of their AI pilots into production, 2026. not comparable with the 2024 wave (pilots already in production)
B2C marketing decision makers actively implementing agentic AI into workflows, 2026. broad definition (actively implementing agentic AI into workflows); a single reading
Advertisers using Gen AI regularly, 2026. not comparable with the ISBA live use case line (regular use vs at least one live use case)
Brand owners already using generative AI in their marketing strategies, 2024. not comparable with the 2026 WFA figure (AI in marketing strategies, 48 brands)
Brands using AI-generated or AI-enhanced content in consumer-facing marketing, 2026. not comparable with the 2024 WFA figure (AI content in consumer-facing marketing, 27 brands)
Marketers using agentic AI, 2026. a single reading (first measured in 2026)
Marketers using AI in their roles, 2025. not comparable with the 2026 HubSpot figure (team use in at least a few marketing areas, a different report)
Marketing teams using AI in at least a few marketing areas, 2026. not comparable with the 2025 HubSpot figure (individual use in the role, a different report)

Sources (15)

Gartner, 2026 CMO Spend Survey (press release 11 May 2026), published 2026. Fieldwork Jan 2026 to Mar 2026; n=401; CMOs and marketing leaders, mostly >$1B revenue; North America, UK, Europe. Link
Gartner, CMO survey (press release 11 May 2026), published 2026. Fieldwork Aug 2025 to Oct 2025; n=402; CMOs; not stated. Link
Gartner, GenAI in marketing campaigns survey (press release 18 Feb 2025), published 2025. Fieldwork Jul 2024 to Sep 2024; n=418; marketing leaders; not stated. Link
Gartner, 2025 CMO Spend Survey (press release 12 May 2025), published 2025. Fieldwork Feb 2025 to Mar 2025; n=402; CMOs and marketing leaders, mostly >$1B revenue; North America, UK, Europe. Link
Deloitte, State of Generative AI in the Enterprise, Q4 (Wave 4), published 2025. Fieldwork 2024 (Wave 4); n=2,773; director to C-suite; Global (14 countries). Link
Deloitte, State of AI in the Enterprise 2026, published 2026. Fieldwork Aug 2025 to Sep 2025; n=3,235; senior leaders (board, C-suite, president, VP, director); Global (24 countries). Link
Forrester, AI Agents For Marketing Are Here: Are You Ready? (Q2 2026 CMO Pulse Survey, analyst blog), published 2026. Fieldwork 2026-Q2; n not stated; B2C marketing decision makers; not stated. Link
Kantar, Media Reactions 2025 / The state of GenAI in media and advertising, published 2025. Fieldwork May 2025 to Aug 2025; n=974; senior marketers (plus 21,300 consumers); Global (30 markets). Link
ISBA, ISBA 2026 Gen AI Survey, published 2026. Fieldwork 2026 (dates not stated); n not stated; ISBA member advertisers; UK. Link
WFA, GenAI survey (Eighty percent of brands have concerns about agency use of GenAI), published 2024. Fieldwork 2024; n: 54 responses / 48 multinational brands; multinational brand owners (marketing leaders); Global. Link
WFA, AI labelling research (WFA + ICAS), published 2026. Fieldwork 2026 (dates not stated); n: 27 multinational brands; multinational brand owners (WFA members); Global. Link
WFA, Marketing transformation research, published 2026. Fieldwork 2026 (dates not stated); n: 80 senior marketers across 57 companies; senior marketers, multinationals (US$60bn+ cumulative spend); Global. Link
Salesforce, State of Marketing, 10th ed., published 2026. Fieldwork 8 Oct 2025 to 17 Nov 2025; n=4,450; marketing decision makers (vendor-run, double-anonymous survey); Global. Link run by Salesforce
HubSpot, The State of AI in 2025 (AI Trends for Marketers), published 2025. Fieldwork not stated; n=1,000+; marketing professionals; Global. Link run by HubSpot
HubSpot, 2026 State of Marketing, published 2026. Fieldwork not stated; n=1,500+; marketers across industries, regions, company sizes; Global. Link run by HubSpot

Data table and quotes

Measure	Published	Value	Fieldwork	Sample	Quote
Share of marketing budget allocated to AI initiatives (mean %)	2026	15.3%	Jan 2026 to Mar 2026	n=401	“CMOs are allocating an average of 15.3% of marketing budgets to AI initiatives”
CMOs reporting mature or fully developed AI readiness capabilities (%)	2026	30%	Jan 2026 to Mar 2026	n=401	“While 70% of CMOs say becoming an AI leader is a critical goal for 2026, only 30% report mature or fully developed AI readiness capabilities.”
Share of marketing work automated by AI today (%)	2026	16%	Aug 2025 to Oct 2025	n=402	“Marketing leaders expect AI-driven automation of marketing work to more than double, from 16% in 2026 to 36% by 2028”
CMOs reporting limited or no GenAI adoption in marketing campaigns (%)	2025	27%	Jul 2024 to Sep 2024	n=418	“Twenty-seven percent of CMOs report that their marketing organization has limited or no GenAI adoption in marketing campaigns”
CMOs saying GenAI investments are not currently a priority (%)	2025	1%	Feb 2025 to Mar 2025	n=402	“Just 1% of CMOs said GenAI investments are not currently a priority.”
Respondents that have moved 40% or more of their AI pilots into production (%)	2025	<33	2024 (Wave 4)	n=2,773	“more than two-thirds of respondents reporting that 30% or fewer of their experiments will be fully scaled in the next three to six months”
Respondents that have moved 40% or more of their AI pilots into production (%)	2026	25%	Aug 2025 to Sep 2025	n=3,235	“only 25% of respondents have moved 40% or more of their AI pilots into production”
B2C marketing decision makers actively implementing agentic AI into workflows (%)	2026	83%	2026-Q2	n not stated	“Eighty-three percent of B2C marketing decision makers report actively implementing agentic AI into their workflows”
Marketers already using GenAI to work more efficiently (%)	2025	70%	May 2025 to Aug 2025	n=974	“Almost three quarters of marketers (70%) already use GenAI to work more efficiently, and only 33% believe their teams lack the skills to use it.”
Advertisers using Gen AI regularly (%)	2026	65%	2026 (dates not stated)	n not stated	“99% of advertisers are engaging with Gen AI. 65% use Gen AI regularly, with 28% reporting a meaningful impact on their day-to-day work.”
Brands using AI-generated or AI-enhanced content in consumer-facing marketing (%)	2024	63%	2024	n: 54 responses / 48 multinational brands	“Nearly two-thirds of brand owners (63%) are already using generative AI in their marketing strategies”
Brands using AI-generated or AI-enhanced content in consumer-facing marketing (%)	2026	78%	2026 (dates not stated)	n: 27 multinational brands	“Already more than three in four (78%) global brands are using AI-generated or AI-enhanced content in consumer-facing marketing”
Marketing teams possessing the expertise to effectively leverage AI (%)	2026	12%	2026 (dates not stated)	n: 80 senior marketers across 57 companies	“only 12% of marketing teams currently possess the necessary expertise to effectively leverage AI”
Marketers using agentic AI (%)	2026	13%	8 Oct 2025 to 17 Nov 2025	n=4,450	“While only 13% of marketers have made the leap, the difference in performance is staggering”
Marketing teams using AI in at least a few marketing areas (%)	2025	66%	not stated	n=1,000+	“With 66% of marketers globally using artificial intelligence in their roles”
Marketing teams using AI in at least a few marketing areas (%)	2026	86.4%	not stated	n=1,500+	“86.4% of marketing teams say they use AI in at least a few marketing areas.”

Consumers

How many people use generative AI, by country.

People's AI use rises in every national series

Each country's own official or central-bank series; bases differ, so compare slopes, not levels

United Statesaged 18-64, St. Louis Fed

61.8%44.6% 2024+17.2 pts

Norwayaged 16-74, SSB

71%38% 2024+33 pts

United Kingdomaged 16+, Ofcom

54%31% 2024+23 pts

Franceaged 12+, Arcep / CREDOC

48%20% 2023+28 pts

South Koreaaged 3+, MSIT

44.5%17.6% 2023+26.9 pts

Türkiyeaged 16-74, TÜİK

37.6%19.2% 2025+18.4 pts

Method & notes

These are consumer measures, not marketer measures, and each source counts something different: adults or all residents, use in the last week, the last three months or ever, people or households. Read each line against its own source and compare direction, not level. Use rises by roughly ten points or more a year in every series with comparable points, while paid use stays in single digits of households. Brand-run figures carry a "run by" label.
US adults using generative AI, one year apart. Each point is one quarter: the third quarter of 2024, then the second quarter of 2025 and of 2026. The last step (51.9% to 61.8%) is exactly one year; the first step is three quarters.
US adults using generative AI, one year apart. The survey covers ages 18 to 64 only, so it is not directly comparable with surveys of all adults.
Europe: each country's own series rises every year. Three different questions on one percent scale: Norway counts ages 16 to 74 who used a generative AI tool in the last three months; the UK counts adults 16+ who say they use AI tools; France counts people aged 12+ who use generative AI, with no period stated. Compare each line's slope, not the gaps between lines.
Europe: each country's own series rises every year. Ofcom's 31% is the previous-year value restated in its 2026 report, after a change of survey design. France's wording moved from AI tools (2024) to generative AI (2025); the 2026 Arcep report presents 20% to 48% as one series.
Korea and Türkiye: official series, different bases. Korea counts household members aged 3 and over who have ever used a generative AI service; Türkiye counts individuals aged 16 to 74 who declare using generative AI.
Korea and Türkiye: official series, different bases. The Türkiye 2025 value is from TÜİK's own 2025 bulletin (archived copy). The 2026 value is read from a press relay of TÜİK's 2026 bulletin (Habertürk, 2 Oct 2026), because the bulletin page is not machine-readable, and has not yet been checked on TÜİK's own page.

Sources (19)

Federal Reserve Bank of St. Louis (Real-Time Population Survey), FRED series RPSGENAIUSAGESHAREALL, published 2024. Fieldwork Jul 2024 to Sep 2024; n not stated; US adults aged 18-64 (Real-Time Population Survey; Bick, Blandin, Deming); US. Link
Federal Reserve Bank of St. Louis (Real-Time Population Survey), FRED series RPSGENAIUSAGESHAREALL, published 2025. Fieldwork Apr 2025 to Jun 2025; n not stated; US adults aged 18-64 (Real-Time Population Survey; Bick, Blandin, Deming); US. Link
Federal Reserve Bank of St. Louis (Real-Time Population Survey), FRED series RPSGENAIUSAGESHAREALL, published 2026. Fieldwork Apr 2026 to Jun 2026; n not stated; US adults aged 18-64 (Real-Time Population Survey; Bick, Blandin, Deming); US. Link
Federal Reserve Bank of St. Louis (Real-Time Population Survey), FRED series RPSGENAIUSAGESHARELWALL, published 2024. Fieldwork Jul 2024 to Sep 2024; n not stated; US adults aged 18-64 (Real-Time Population Survey; Bick, Blandin, Deming); US. Link
Federal Reserve Bank of St. Louis (Real-Time Population Survey), FRED series RPSGENAIUSAGESHARELWALL, published 2025. Fieldwork Apr 2025 to Jun 2025; n not stated; US adults aged 18-64 (Real-Time Population Survey; Bick, Blandin, Deming); US. Link
Federal Reserve Bank of St. Louis (Real-Time Population Survey), FRED series RPSGENAIUSAGESHARELWALL, published 2026. Fieldwork Apr 2026 to Jun 2026; n not stated; US adults aged 18-64 (Real-Time Population Survey; Bick, Blandin, Deming); US. Link
Statistics Norway (SSB), Table 14365: Use of artificial intelligence in the last three months, published 2024. Fieldwork 2024 (ICT household survey, Q2 reference); n not stated; persons aged 16-74 in Norway (official ICT household survey); Norway. Link
Statistics Norway (SSB), Table 14365: Use of artificial intelligence in the last three months, published 2025. Fieldwork 2025 (ICT household survey, Q2 reference); n not stated; persons aged 16-74 in Norway (official ICT household survey); Norway. Link
Statistics Norway (SSB), Table 14365: Use of artificial intelligence in the last three months, published 2026. Fieldwork 2026 (ICT household survey, Q2 reference); n not stated; persons aged 16-74 in Norway (official ICT household survey); Norway. Link
Ofcom, Adults' Media Use and Attitudes Report 2026 (previous-year value as restated), published 2024. Fieldwork 2024 (previous wave); n not stated; UK adults aged 16+ (Adults' Media Literacy Tracker); UK. Link
Ofcom, Adults' Media Use and Attitudes Report 2026, published 2025. Fieldwork 29 Sep 2025 to 28 Nov 2025; n=7,533; UK adults aged 16+ (Adults' Media Literacy Tracker); UK. Link
Arcep / CREDOC (with Arcom, CGE, ANCT), Baromètre du numérique, 2026 ed., published 2023. Fieldwork 2023 (mid-year fieldwork); n not stated; people aged 12+ in metropolitan France (Baromètre du numérique); France. Link
Arcep / CREDOC (with Arcom, CGE, ANCT), Baromètre du numérique, 2025 ed., published 2024. Fieldwork 2024 (mid-year fieldwork); n not stated; people aged 12+ in metropolitan France (Baromètre du numérique); France. Link
Arcep / CREDOC (with Arcom, CGE, ANCT), Baromètre du numérique, 2026 ed., published 2025. Fieldwork Jun 2025; n=4,145; people aged 12+ in metropolitan France (Baromètre du numérique); France. Link
Ministry of Science and ICT (MSIT) / National Information Society Agency (NIA), 2025 Internet Usage Survey results (MSIT press release, three-year table), published 2023. Fieldwork 2023 survey wave; n not stated; household members aged 3+ in Korea (Internet Usage Survey, approved official statistic); South Korea. Link
Ministry of Science and ICT (MSIT) / National Information Society Agency (NIA), 2025 Internet Usage Survey results (MSIT press release, three-year table), published 2024. Fieldwork 2024 survey wave; n not stated; household members aged 3+ in Korea (Internet Usage Survey, approved official statistic); South Korea. Link
Ministry of Science and ICT (MSIT) / National Information Society Agency (NIA), 2025 Internet Usage Survey results (MSIT press release, three-year table), published 2025. Fieldwork 2025 survey wave; n: 22671 households; household members aged 3+ in Korea (Internet Usage Survey, approved official statistic); South Korea. Link
TÜİK (Turkish Statistical Institute), Artificial Intelligence Statistics 2025 bulletin, published 2025. Fieldwork 2025 household ICT survey wave; n not stated; individuals aged 16-74 in Türkiye (household ICT survey); Türkiye. Link
TÜİK (Turkish Statistical Institute), via Habertürk, Artificial Intelligence Statistics 2026 bulletin, as relayed by Habertürk (2 Oct 2026), published 2026. Fieldwork 2026 household ICT survey wave; n not stated; individuals aged 16-74 in Türkiye (household ICT survey); Türkiye. Link

Data table and quotes

Measure	Published	Value	Fieldwork	Sample	Quote
United States: Used generative AI	2024	44.6%	Jul 2024 to Sep 2024	n not stated	“2024-07-01,44.6192034604”
United States: Used generative AI	2025	51.9%	Apr 2025 to Jun 2025	n not stated	“2025-04-01,51.8648873699”
United States: Used generative AI	2026	61.8%	Apr 2026 to Jun 2026	n not stated	“2026-04-01,61.7802431014”
United States: used it in the last week	2024	36.1%	Jul 2024 to Sep 2024	n not stated	“2024-07-01,36.0586361958”
United States: used it in the last week	2025	44%	Apr 2025 to Jun 2025	n not stated	“2025-04-01,44.0165878087”
United States: used it in the last week	2026	54.2%	Apr 2026 to Jun 2026	n not stated	“2026-04-01,54.2087424858”
Norway: Norway (SSB)	2024	38%	2024 (ICT household survey, Q2 reference)	n not stated	“Have used generative AI tool e.g. ChatGPT, Bing Chat, Bard, LLaMA, Midjourney, DALL-E \| Both sexes \| 16-74 years \| 2024: 38.0”
Norway: Norway (SSB)	2025	57%	2025 (ICT household survey, Q2 reference)	n not stated	“Have used generative AI tool e.g. ChatGPT, Bing Chat, Bard, LLaMA, Midjourney, DALL-E \| Both sexes \| 16-74 years \| 2025: 57.0”
Norway: Norway (SSB)	2026	71%	2026 (ICT household survey, Q2 reference)	n not stated	“Have used generative AI tool e.g. ChatGPT, Bing Chat, Bard, LLaMA, Midjourney, DALL-E \| Both sexes \| 16-74 years \| 2026: 71.0”
United Kingdom: UK (Ofcom)	2024	31%	2024 (previous wave)	n not stated	“Just over half of adults (54%) say they use AI tools compared to three in ten (31%) last year.”
United Kingdom: UK (Ofcom)	2025	54%	29 Sep 2025 to 28 Nov 2025	n=7,533	“Just over half of adults (54%) say they use AI tools compared to three in ten (31%) last year.”
France: France (Arcep / CREDOC)	2023	20%	2023 (mid-year fieldwork)	n not stated	“Alors qu’en 2023, un cinquième de la population y avait recours (20 %), ce chiffre atteint déjà près de la moitié en 2025 (48 % exactement)”
France: France (Arcep / CREDOC)	2024	33%	2024 (mid-year fieldwork)	n not stated	“L'usage des outils d'intelligence artificielle progresse fortement : 33 % des Français en ont déjà utilisé en 2024, contre 20 % en 2023.”
France: France (Arcep / CREDOC)	2025	48%	Jun 2025	n=4,145	“Alors qu’en 2023, un cinquième de la population y avait recours (20 %), ce chiffre atteint déjà près de la moitié en 2025 (48 % exactement)”
South Korea: South Korea (MSIT)	2023	17.6%	2023 survey wave	n not stated	“생성형 AI 생성형 AI 기반 서비스 경험률 17.6 33.3 44.5 +11.2”
South Korea: South Korea (MSIT)	2024	33.3%	2024 survey wave	n not stated	“생성형 AI 서비스를 경험해 봤다는 응답은 2024년 33.3%에서 2025년 44.5%로 11.2%p 증가했으며”
South Korea: South Korea (MSIT)	2025	44.5%	2025 survey wave	n: 22671 households	“생성형 AI 서비스를 경험해 봤다는 응답은 2024년 33.3%에서 2025년 44.5%로 11.2%p 증가했으며”
Türkiye: Türkiye (TÜİK)	2025	19.2%	2025 household ICT survey wave	n not stated	“Üretken yapay zeka kullandığını beyan eden bireylerin oranı 2025 yılında %19,2 oldu.”
Türkiye: Türkiye (TÜİK)	2026	37.6%	2026 household ICT survey wave	n not stated	“Üretken yapay zeka kullandığını beyan eden bireylerin oranı 2025 yılında yüzde 19,2 iken 2026'da yüzde 37,6'ya yükseldi.”

The US ranks 16 of 30 countries on measured AI use run by Microsoft

Microsoft AI Diffusion, modelled from device telemetry (not a survey); same method everywhere

Method & notes

Bases differ from country to country, so the comparison uses two lenses that each measure every country the same way: Microsoft's telemetry for all countries, and the official ICT household survey for Europe and Türkiye. Each chart shows the latest value as a bar and the previous wave as a marker, so level and change can be read together. Select a country to highlight it.
The United States ranks 16 of 30 countries at 33%, up from 26.3%: behind the UAE, Singapore and most of Western Europe, level with Germany and Italy. The survey figure for the US is much higher because the two measures count different things (see the reading note below).
World is Microsoft's global estimate, shown for reference. H1 2025 is a half-year value and Q2 2026 a quarter, so the change spans about one year.

Why the US has two numbers

The survey (61.8%, ages 18 to 64) counts everyone who used generative AI for any purpose in the period: at work, at school or on a phone, even once.

Microsoft (33%, ages 15 to 64) counts people actively using an AI tool in a quarter, measured from device telemetry. Mobile apps and work accounts are partly missed, so it reads lower, but it measures every country the same way.

Use Microsoft to compare countries and a country's own series to see its speed; do not mix the two in one chart. Bases also differ (US 18 to 64, Europe 16 to 74, Korea 3 and over, France 12 and over); they move the level, not the direction.

Source: Microsoft AI Economy Institute. Each figure links to its source in the table below.

Data table and sources

Country	Latest	Wave and source	Previous	Previous wave and source	Change
United Arab Emirates	73.3%	Q2 2026 Link	59.4%	H1 2025 Link	+13.9 pts
Singapore	64.3%	Q2 2026 Link	58.6%	H1 2025 Link	+5.7 pts
Ireland	49.9%	Q2 2026 Link	41.7%	H1 2025 Link	+8.2 pts
France	49.6%	Q2 2026 Link	40.9%	H1 2025 Link	+8.7 pts
Norway	49.4%	Q2 2026 Link	45.3%	H1 2025 Link	+4.1 pts
Spain	45.1%	Q2 2026 Link	39.7%	H1 2025 Link	+5.4 pts
United Kingdom	43.7%	Q2 2026 Link	36.4%	H1 2025 Link	+7.3 pts
Netherlands	43.5%	Q2 2026 Link	36.3%	H1 2025 Link	+7.2 pts
Australia	40.7%	Q2 2026 Link	34.5%	H1 2025 Link	+6.2 pts
South Korea	40.6%	Q2 2026 Link	25.9%	H1 2025 Link	+14.7 pts
Belgium	40.3%	Q2 2026 Link	33.5%	H1 2025 Link	+6.8 pts
Switzerland	39.1%	Q2 2026 Link	32.4%	H1 2025 Link	+6.7 pts
Israel	38.7%	Q2 2026 Link	33.9%	H1 2025 Link	+4.8 pts
Sweden	37.3%	Q2 2026 Link	31.2%	H1 2025 Link	+6.1 pts
Austria	35.4%	Q2 2026 Link	29.1%	H1 2025 Link	+6.3 pts
United States	33%	Q2 2026 Link	26.3%	H1 2025 Link	+6.7 pts
Denmark	32.4%	Q2 2026 Link	26.6%	H1 2025 Link	+5.8 pts
Germany	32.3%	Q2 2026 Link	26.5%	H1 2025 Link	+5.8 pts
Poland	32.3%	Q2 2026 Link	26.4%	H1 2025 Link	+5.9 pts
Italy	31.4%	Q2 2026 Link	25.8%	H1 2025 Link	+5.6 pts
Saudi Arabia	31.4%	Q2 2026 Link	23.7%	H1 2025 Link	+7.7 pts
Finland	30.6%	Q2 2026 Link	25.6%	H1 2025 Link	+5 pts
Portugal	27.4%	Q2 2026 Link	22.4%	H1 2025 Link	+5 pts
Japan	24.7%	Q2 2026 Link	16.7%	H1 2025 Link	+8 pts
Chile	24%	Q2 2026 Link	19.6%	H1 2025 Link	+4.4 pts
Argentina	23.4%	Q2 2026 Link	17.8%	H1 2025 Link	+5.6 pts
Mexico	21.4%	Q2 2026 Link	16.7%	H1 2025 Link	+4.7 pts
Brazil	20.2%	Q2 2026 Link	15.6%	H1 2025 Link	+4.6 pts
World	18.8%	Q2 2026 Link	15.1%	H1 2025 Link	+3.7 pts
India	18.5%	Q2 2026 Link	14.2%	H1 2025 Link	+4.3 pts
Indonesia	14.8%	Q2 2026 Link	11.7%	H1 2025 Link	+3.1 pts

Türkiye: 19.2% to 37.6% in one wave

Official ICT household surveys: Eurostat, or the national office's newer wave of the same survey

Method & notes

Most bars are Eurostat 2025, the first EU-wide wave with this question; the marker is the OECD 2024 value of the same question where the OECD publishes one. Finland's OECD 2024 value is left out because the national question changed between the waves.
Norway: Statistics Norway published its 2026 wave on 25 Sep 2026, ahead of Eurostat (71%, previous 57%; Eurostat 2025 shows 56.3%).
Türkiye: the 2026 value (37.6%) is read from a press relay of TÜİK's 2026 bulletin (Habertürk, 2 Oct 2026) and has not yet been checked on TÜİK's own page; the previous wave (19.2%) is from TÜİK's own 2025 bulletin. Eurostat's 2025 value for Türkiye, 17.2%, comes from the same survey with Eurostat's reference period.
Eurostat's 2026 wave for the other countries is expected in December 2026.

Sources: Statistics Norway (SSB), Eurostat, OECD, TÜİK (Turkish Statistical Institute). Each figure links to its source in the table below.

Data table and sources

Country	Latest	Wave and source	Previous	Previous wave and source	Change	Note
Norway	71%	SSB 2026 Link	57%	SSB 2025 Link	+14 pts
Denmark	48.4%	Eurostat 2025 Link	36.5%	OECD 2024 Link	+11.9 pts
Switzerland	47%	Eurostat 2025 Link
Estonia	46.6%	Eurostat 2025 Link
Malta	46.5%	Eurostat 2025 Link
Finland	46.3%	Eurostat 2025 Link
Ireland	44.9%	Eurostat 2025 Link
Netherlands	44.7%	Eurostat 2025 Link
Cyprus	44.2%	Eurostat 2025 Link
Greece	44.1%	Eurostat 2025 Link
Belgium	42%	Eurostat 2025 Link	23.7%	OECD 2024 Link	+18.3 pts
Sweden	42%	Eurostat 2025 Link	28%	OECD 2024 Link	+14 pts
Austria	39.4%	Eurostat 2025 Link	28%	OECD 2024 Link	+11.4 pts
Portugal	38.7%	Eurostat 2025 Link
Spain	37.9%	Eurostat 2025 Link
Slovenia	37.6%	Eurostat 2025 Link	21%	OECD 2024 Link	+16.6 pts
Türkiye	37.6%	TÜİK 2026 Link	19.2%	TÜİK 2025 Link	+18.4 pts	press relay (Habertürk) of the national bulletin
France	37.5%	Eurostat 2025 Link
Lithuania	36.9%	Eurostat 2025 Link
Czechia	35.4%	Eurostat 2025 Link
Latvia	33.4%	Eurostat 2025 Link
EU average	32.7%	Eurostat 2025 Link
Germany	32.2%	Eurostat 2025 Link
Slovakia	30.8%	Eurostat 2025 Link
Hungary	29.6%	Eurostat 2025 Link
Croatia	27.5%	Eurostat 2025 Link
Albania	27.3%	Eurostat 2025 Link
Poland	22.7%	Eurostat 2025 Link
Bulgaria	22.5%	Eurostat 2025 Link
Bosnia and Herzegovina	20.3%	Eurostat 2025 Link
Italy	19.9%	Eurostat 2025 Link
Serbia	18.6%	Eurostat 2025 Link
Romania	17.8%	Eurostat 2025 Link

Paying

How many of them pay for it.

Many use AI; few pay for it

Paying share by base: a share of AI users always reads higher than a share of households

United States

61.8% use generative AI

US adults

55% pay, among AI users

AI users run by Menlo

2.2% pay, among households

card data run by PNC

Paying share, every verified figure

households (bank card data)

United States 20263%
United States 20262.2%

all adults

Hungary 20238%

age or user group

United Kingdom 202521%
France 20259%
South Korea 20257.9%
South Korea 20257.3%
United States 20253.3%

AI users

United States 202655%
Vietnam 202555%
France 202519%
Germany 202613%
Spain 202512%
Türkiye 20258.8%
Germany 20258%

not stated

United States 202539%
Germany 202532%
Indonesia 202524%
Japan 202515%
South Korea 20247%
South Korea 20230.9%

other (see measure)

Brazil 202616%

Data table and sources

Country	Share paying	Year	Base	Measure	Source
Brazil	16%	2026	other (see measure)	Smartphone owners subscribing to a paid generative AI service	Mobile Time / Opinion Box Link
Germany	13%	2026	AI users	AI users who pay for at least one AI application	Bitkom Research (for Bitkom) Link
Germany	32%	2025	not stated	Share using a paid version of generative AI services	Nomura Research Institute (NRI) Link
Germany	8%	2025	AI users	Generative AI users currently using paid AI services	Bitkom Research (for Bitkom) Link
Spain	12%	2025	AI users	AI users who currently have a paid AI subscription	Funcas Link
France	19%	2025	AI users	Share of genAI users who pay for a generative AI service	Arcep / CREDOC (with Arcom, CGE, ANCT) Link
France	9%	2025	age or user group	Share of population paying for a generative AI service	Arcep / CREDOC (with Arcom, CGE, ANCT) Link
United Kingdom	21%	2025	age or user group	Work GenAI users who pay personally for a GenAI tool	Deloitte Link
Hungary	8%	2023	all adults	Have used a paid generative AI service	National University of Public Service (Hungary), Information Society Research Institute Link
Indonesia	24%	2025	not stated	Respondents subscribing to AI services reported by another outlet	Jakpat (reported by GoodStats) Link
Japan	15%	2025	not stated	Share using a paid version of generative AI services	Nomura Research Institute (NRI) Link
South Korea	7.9%	2025	age or user group	Paid subscription rate for generative AI services	Ministry of Science and ICT (MSIT) / NIA Link
South Korea	7.3%	2025	age or user group	Paid subscription rate, ChatGPT	Ministry of Science and ICT (MSIT) / NIA Link
South Korea	7%	2024	not stated	Ever subscribed to a paid generative AI service	Korea Communications Commission / KISDI Link
South Korea	0.9%	2023	not stated	Ever subscribed to a paid generative AI service	Korea Communications Commission / KISDI Link
Türkiye	8.8%	2025	AI users	Paid for the AI tools they use (among AI users)	AI Policies Association (AIPA) / Kuantum Research Link
United States	55%	2026	AI users	AI users paying for at least one AI product	Menlo (survey by Morning Consult) run by Menlo Link
United States	3%	2026	households (bank card data)	Bank of America households paying for AI services	Bank of America Institute run by Bank of America Link
United States	2.2%	2026	households (bank card data)	Share of PNC households paying for a Gen AI subscription original source of a16z's household figure	PNC Research run by PNC Link
United States	39%	2025	not stated	Share using a paid version of generative AI services	Nomura Research Institute (NRI) Link
United States	3.3%	2025	age or user group	Has a paid ChatGPT Plus subscription	Epoch AI with Blue Rose Research Link
Vietnam	55%	2025	AI users	AI users who pay for subscriptions	Decision Lab Link

Method & notes

Share paying for an AI product or subscription, latest verified figure per source. Bases differ, so this table is not a country ranking: a share of AI users is always higher than a share of all adults or households.
Measured against the whole population, paid use is in single digits everywhere: Korea 7.9%, France about 9%, Hungary 8%, and 2.2% to 3% of US bank households. Only two countries have a true time series: Germany among AI users (8% to 13%) and Korea (0.9% to 7%).

Where a16z's paid-use figures come from

a16z publishes no US usage survey of its own; its two widely shared paid-use figures come from other sources, named only under its charts.

"~2% of US households pay for AI" (State of Markets II, 30 Sep 2026) is PNC Research's Consumer Health Check: 2.2% of PNC customer households paid for a generative AI subscription in May 2026. The base is PNC's card customers, not all US households, and a16z dates the figure April.

"Paid consumer AI adoption ~3%" (Charts of the Week, 18 Sep 2026) cites Consumer Edge card data. Consumer Edge publishes only age and income breakdowns, no total, so the figure cannot be checked against the original. This page therefore uses PNC and Bank of America for US households and leaves the a16z relays out of the table.

About this page: summary, scores and checks

Summary

Inside marketing, AI has moved from a side tool to a routine one without yet taking over the work: US marketing leaders say AI is used in 24.2% of marketing activities in 2026, up from 8.6% in 2022 on an identical question, and they expect 55.9% within three years.

Across all business functions the gap is between use and value. In McKinsey's State of AI, 89% of organisations report regular AI use in at least one function in 2026, but only 37% attribute any EBIT impact to AI, about the same as a year earlier (39%), and high performers stay at 6%.

Among advertisers and brand owners, independent trade-body and research-house surveys put generative AI use well past half: 70% of senior marketers use it to work more efficiently (Kantar, 2025), 65% of UK advertisers use it regularly (ISBA, 2026) and 78% of multinational brands use AI-generated or AI-enhanced content in consumer-facing marketing (WFA, 2026). Capability lags use: only 12% of marketing teams say they have the expertise to use AI effectively (WFA, 2026).

Deployment is now common in adjacent measures (83% of US ad executives say their company has deployed AI in the creative process; 74% of frontline employees use it daily or several times a week), but value at scale is thinner: BCG placed 40% of companies in its two value-generating segments in 2025 and 5% in its top tier, and only 30% of CMOs report mature or fully developed AI readiness in 2026.

Consumers are measured on other bases, but the direction is the same: 51.9% of US adults aged 18 to 64 used generative AI in the second quarter of 2025 and 61.8% a year later; in Norway's official series use rose from 57% to 71% in a year, and in the UK from 31% to 54%. Paying is still rare among households: 2.2% of PNC customer households pay for a gen AI subscription and around 3% of Bank of America households pay for AI services (both from card or payments data), even though 55% of US AI users say they pay for at least one AI product (run by Menlo).

Several series have only two points or changed their wording, so read the direction more than the exact level.

How to read the charts: the highlighted point is the 2026 reading, earlier years are grey. A dashed segment crosses a change in question wording or definition; the footnote under the chart says what changed. All axes start at zero. Sources are independent research and research run by large, reputable brands; each brand-run figure carries a "run by" label. Small vendors' own surveys are not used.

What this means for Marketing Trends scores

Demand Strength is a relative index: it ranks demands against each other inside a section and does not say how widely the market already uses a solution.

AI-dependent demands do not score lower. The 14 demands whose solution or need depends on AI average 51.4 on Demand Strength where they are scored, against 47.1 for the 47 other demands. Where they fall behind is the evidence threshold: 3 of the 14 have too few verified voices or source families to be ranked, even where external research places usage in the early majority.

Most demands sit in the scale and value gap. Companies use AI widely (89% regular use) but few turn it into measurable value (37% report any EBIT impact; 40% sit in BCG's value-generating segments). Demands about measurement, verification and proving value belong to that gap, not to the saturated start-using-AI part of the market.

Market maturity stays out of the score: every demand on the list pages carries a separate maturity reading and a 2x2 quadrant. A dimension without data is not scored as 0; its weight is shared among the measured ones. Without Reach and Research, for example, the score uses Voice, Momentum, Intensity, Budget at 25/15/10/5 over 55, and coverage drops.

Checked on 24 Sep 2026 against the source documents: all CMO Survey values (Topline Reports), the Gartner 2026 press releases (archived copies), the BCG 2026, Deloitte 2026 and IAB 2026 figures, the 2026 Hype Cycle profile, the McKinsey State of AI values (archived copies of the report pages; the 2026 use value of 89% read from Exhibit 1), and the ISBA, WFA, Kantar and Forrester figures (source pages or archived copies). The Forrester agentic AI figure (83%) is a single reading with a broad definition and no earlier comparable value. The consumer figures were checked on 4 and 5 Oct 2026 against the FRED, Statistics Norway and Eurostat data files, the Arcep, MSIT, Microsoft, PNC, Bank of America Institute and Menlo documents, and an archived copy of the Ofcom report; the TÜİK 2025 value from an archived copy of TÜİK's bulletin and the 2026 value from a press relay.