The State of AI in Marketing

Key Insights in This Report:

AI-powered department

Marketers are AI leaders

Marketing is the most AI-advanced department, with almost 100% of survey respondents reporting that they use AI in some form. Significant buy-in has benefits, as using AI makes it easier for marketers to hit, meet, and exceed KPIs.

98%

of marketing teams use AI in some form
71%

of marketers say using AI makes it easier to meet MQL targets

Data and context win

The ROI-driving use cases involve acting on strategic intelligence

The marketing AI use cases with the highest measurable outcomes aren’t about increasing production or creating content, but acting on data and business context. While beginner AI use for marketers starts with content creation assistance, advanced marketers use it to act faster on performance insights and campaign intelligence.

Agentic era marketing

AI agents give marketers a performance boost

Marketing teams are the most agent-forward GTM department. 86% of marketers use agents, and 76% say usage has increased in the past six months. The move to multi-step autonomous workflows is a defining AI transition of 2026, and it pays off as the teams scaling to multiple agents are the same ones reporting significant gains in speed, creativity, consistency, and goal attainment.

Compared to six months ago, how has your department's use of AI agents changed?

HubSpot AI customers win

HubSpot AI customers outperform non-customers

HubSpot AI customers outperform non-customers across every AI metric in our study. Why? All of the data and context AI tools needed to perform are connected in one single place: HubSpot CRM.

284%

more MQLs generated by HubSpot AI customers
110%

more contacts created
65%

more deals created