Discrepancy in AI Adoption: Insights from Executives vs. Entry-Level Marketers

Your salary and position might reflect the extent of your organization’s AI adoption, which can also depend on the size of the company. Recent research highlights significant discrepancies in AI utilization among various roles and company sizes.

Disparity by Role. A higher percentage of marketing leaders report utilizing AI tools compared to those in entry-level positions.

According to a collaborative research effort by Lightricks and the American Marketing Association (AMA), 61% of marketing executives claim they use AI tools weekly, contrasted with only 42% of entry-level marketers.

Moreover, while 48% of executives perceive AI as vital to their duties, just 34% of entry-level marketers share this view.

At this nascent stage of AI integration, many marketers across all levels are hesitant to fully delegate responsibilities to AI-driven processes. This sentiment varies by role, with 24% of marketers preferring AI to take a leading role, compared to only 5% of those in entry-level positions.

Additionally, 55% of executives are confident that AI tools can enhance creativity, whereas only 33% of entry-level marketers concur.

Variations by Company Size. Larger organizations display a slight advantage when it comes to AI adoption.

According to findings from Adobe, 75% of marketers in large firms reported receiving AI training, compared to 65% in medium-sized companies.

Pursuing Progress. The adoption rate of AI climbed from 73% in 2023 to 90% in 2024 as reported by the AMA.

Another recent survey revealed that 95% of marketers intend to expand their use of AI in the upcoming year.

Explore Further: Marketers associate AI with revenue growth and aim to increase investments in 2025

A study conducted by Invoca illustrated a similar pattern across company sizes, showing that 60% of marketers at larger firms consider themselves as AI experts, in comparison to 40% at businesses with fewer than 1,000 employees.

The Importance of This Data. These findings shed light on two prevailing assumptions regarding organizations. First, larger firms tend to have greater resources for technology experimentation, allowing them to achieve a competitive advantage. Second, it reiterates that leaders are at the forefront of technological advancement. It will be intriguing to observe whether these gaps diminish in the coming year as AI adoption becomes more widespread, as indicated by marketers’ projections for 2025.

For more insights on the Adobe study, click here. The findings from the Lightricks/AMA study can be accessed here.