Invoca, a leader in revenue execution platforms, has released its second annual State of AI in B2C Digital Marketing Report, highlighting AI’s growing role in transforming the marketing landscape. Based on a survey of 600 marketers from the U.S. and U.K., the report underscores a positive trend, showing that AI tools have significantly exceeded ROI expectations and are playing a central role in driving growth and innovation within the industry.
AI Continues to Exceed ROI Expectations
Marketers’ confidence in AI continues to rise, with 80% reporting that their use of AI tools exceeded return on investment expectations. In 2024, 93% of marketers reported positive experiences with AI tools, and a remarkable 95% plan to increase their AI investments in the coming year. This growth in optimism is reflected in the increasing integration of AI tools to optimise marketing strategies and accelerate revenue generation.
The Role of AI in Job Creation
Contrary to fears of AI displacing jobs, marketers are increasingly optimistic that AI will create new roles. 57% of survey respondents believe AI will generate more jobs than it displaces, marking a 7% increase from the previous year. While concerns over job displacement persist, the automation of repetitive tasks by AI is seen as a key driver of enhanced productivity and strategic job creation.
Executive Ownership of AI Adoption
Ownership of AI adoption has firmly shifted to the executive level, with 90% of respondents planning dedicated AI budgets for 2025. In 2023, only 18% of executives were responsible for AI adoption, but that figure has now doubled to 37% in 2024. This indicates a growing recognition among business leaders that AI is essential for future growth, with 1% of organisations reporting no clear AI owner.
AI Expertise Growing Among Larger Companies
The gap in AI expertise between larger and smaller companies has widened in 2024. 60% of marketers from companies with over 1,000 employees report expert-level knowledge of AI tools, compared to just 40% of those at smaller firms. This shift suggests that larger organisations are increasingly leading AI innovation.
AI Driving Revenue Growth Despite Challenges
In 2024, 94% of marketers reported that AI had a positive impact on their revenue. The growing emphasis on AI investment in 2025 is expected to drive productivity gains, data analysis improvements, and enhanced customer experiences. However, challenges remain, particularly regarding data security and trust in AI tools.
AI Literacy: A Key to Career Advancement
As AI reshapes the marketing sector, AI literacy is becoming a critical skill for career advancement. In 2024, the belief that AI skills are crucial for employability is universal, with 94% of marketers expecting AI experience to be a key factor in hiring decisions by 2025. Marketers without strong AI skills risk falling behind, with many expressing concerns about job performance and career advancement.
Conclusion
AI is no longer just a curiosity but an essential part of the marketing toolkit. As AI tools continue to evolve, marketers must prioritise building AI expertise to remain competitive. The future of marketing will depend on leveraging AI to drive growth, enhance productivity, and remain at the forefront of industry innovation.
full report: https://www.invoca.com/uk/state-of-ai-b2c-digital-marketing-2025
