AI Knowledge and Training Gaps Persist
Date: 20 April 2025
The pace of AI innovation in marketing and advertising continues to accelerate. Today’s updates highlight expanding AI adoption, persistent barriers to implementation, and notable product developments by leaders in tech, retail, and advertising. From hyper-personalised experiences to blockchain-powered transparency, marketers are navigating both opportunity and complexity in equal measure.
Here’s what you need to know:
AI Adoption in Marketing Is Accelerating
Strong momentum is visible in AI adoption across marketing teams:
– 32% of marketing organisations have fully implemented AI, while another 43% are actively experimenting.
– Generative AI is transforming marketing workflows, influencing strategy for over 40% of active users.
– Pilot and scale-phase adoption jumped from 42% in 2023 to 51% in 2025, demonstrating growing confidence across the industry.
However, as enthusiasm rises, so do the implementation hurdles.
AI Knowledge and Training Gaps Persist
Despite its transformative potential, AI’s rollout faces internal friction:
– 70% of marketers report technical issues like software integration and system compatibility.
– A staggering 71.7% of non-adopters cite lack of understanding as the main barrier—up sharply from 41.9% last year.
– Only 23% of companies provide AI-focused training, and almost 40% of marketers remain unsure how to safely and effectively use generative AI tools.
Without systematic upskilling, many organisations risk under-utilising AI’s potential.
Leading Brands Showcase AI’s Marketing ROI
Several companies are using AI to generate measurable marketing results:
– PetSmart’s AI-optimised loyalty campaigns increased offer activations by 22%, showcasing the power of AI for segmentation and timing.
– Meta is seeing stronger ad creative and engagement metrics, driven by investments in generative tools and data infrastructure.
– Anthropic is competing with OpenAI by adding voice assistants to Claude—potentially altering how employees and customers interact with digital content.
– Retailers like Sam’s Club are phasing out traditional checkout, using AI-backed mobile scanning for seamless customer journeys.
These case studies point to a clear competitive edge for early adopters.
AI-Driven Innovations in Digital Advertising
AI is also reshaping digital campaign execution:
– Hyper-personalisation at scale is now feasible using generative tools trained on user behaviour and history.
– Voice search and AI-powered assistants are changing how consumers interact with search and content—requiring SEO and advertising strategies to evolve.
– Real-time analytics powered by AI are driving continuous optimisation of campaigns, improving both customer experience and business outcomes.
Virtual Reality and Blockchain Expand AI’s Reach
Beyond core advertising, adjacent technologies are gaining ground:
– Virtual and augmented reality are enabling immersive brand experiences, expected to power a $53.6B market by the end of 2025.
– Blockchain technology is introducing decentralised transparency and fraud protection in programmatic ad buying.
– Data-driven decision-making backed by blockchain ensures advertisers trust the veracity of performance data—a growing priority in an AI-mediated world.
What This Means for Marketers
– Prioritise Training: Address knowledge gaps by investing in hands-on AI training for marketing teams—especially for generative AI tools.
– Start Small, Scale Fast: If your organisation hasn’t yet deployed AI, start with piloting practical tools like campaign automation or loyalty optimisation.
– Prepare for Voice and VR: Adapt your content and search strategy for conversational interfaces and immersive brand storytelling.
– Leverage Hyper-Personalisation: Use behaviour-based AI tools to deepen customer segmentation and improve creative resonance.
– Ensure Transparency: Evaluate blockchain-enhanced ad platforms that improve data accuracy, reduce fraud, and enhance trust.
As AI becomes embedded into the marketing stack, the focus is shifting from potential to performance. Staying competitive requires more than tech—it demands capability, collaboration, and continuous learning.
