.png)
The rapid adoption of generative artificial intelligence (AI) is transforming the marketing landscape, and new research from Lightricks and the American Marketing Association sheds light on an important trend. Unlike many technological shifts that start at the entry level and work their way up, the move toward AI-powered marketing is being driven from the top down. Marketing executives are at the forefront, championing the integration of AI not just as a tool but as a strategic enabler of growth and innovation.
This paradigm shift in how businesses adopt and utilize AI is reshaping how marketers engage with customers, personalize experiences and make informed decisions. Key findings include:
A top-down transformation
The report highlights that 61% of marketing executives use AI tools weekly or more, compared to just 42% of entry-level marketers. Executives aren’t just adopting AI—they’re embedding it into strategic decisions and long-term planning. Tools like generative AI are being utilized for audience targeting, creative brainstorming, and even collaborative processes. For example, Microsoft’s Copilot, integrated into Office tools, has helped leadership teams streamline workflows and strategy development by automating repetitive tasks and enhancing overall productivity.
The training gap
A significant divide exists in how different organizational levels approach and utilize AI, compounded by disparities in access to formal training. The report reveals that 65% of executives have received structured AI training, whereas only 34% of entry-level staff have had similar opportunities. Without robust educational support, entry-level marketers are left to rely heavily on self-directed learning, creating a knowledge gap that risks hindering more widespread and equitable adoption.
This training inequity mirrors an equally stark gap in confidence. While 55% of executives are very confident in AI’s ability to enhance marketing efforts, only 33% of entry-level staff share this sentiment, often citing concerns around ethical usage and the creative authenticity of AI-generated content.
AI’s role in personalization and customer engagement
Marketing executives are pioneering the use of AI to elevate customer engagement strategies. For instance, brands like Sephora have embraced AI to revolutionize the shopping experience. Using AI-powered chatbots and virtual assistants, Sephora ensures its customers get tailored recommendations, enhancing satisfaction and retention. These tools analyze customer preferences and purchase history to offer highly personalized experiences, a feat that would be impossible to achieve at scale without AI.
Similarly, Netflix employs AI algorithms to curate content recommendations for its users. By analyzing viewing patterns and user behavior, Netflix ensures each user sees recommendations aligned with their unique interests. This data-driven personalization approach not only increases customer engagement but also bolsters loyalty.
Ethical concerns and responsible adoption
The report also unpacks critical ethical concerns that vary across organizational levels. Entry-level marketers are more likely to express worry about bias and copyright infringement in AI-generated content (39%), while executives focus on whether AI outputs align with business standards (46%). This divergence underscores the need for a balanced approach to adoption. Ethical considerations must be baked into AI strategies from the outset to ensure that AI-enhanced marketing efforts remain authentic, transparent and trustworthy.
Bridging the gap for future success
Closing the gaps in training and confidence between organizational levels is critical to scaling AI adoption across the board. Businesses that invest in comprehensive education for all employees—not just at the executive level—will be better positioned to succeed in a market increasingly shaped by AI-driven innovation. By empowering entry-level marketers, organizations can build teams that are not only proficient in these tools but also capable of addressing their ethical implications.
This research emphasizes a more collaborative approach to AI implementation where executive-level strategy meets entry-level creativity and ethical insight. Organizations that succeed in bridging these perspectives will lead the way in redefining marketing for the AI era.
The findings from Lightricks and the American Marketing Association make one thing clear—AI isn’t just the future of marketing—it’s the present. For businesses to stay competitive, it’s essential to harness AI’s potential for improved customer engagement, personalized experiences, and smarter decision-making.
Are you ready to take your organization’s marketing to the next level? Reach out to AOE today to explore how AI can transform your strategies, empower your teams and drive your success.