How executives are setting the pace for AI adoption and why it matters
AI is revolutionizing marketing, with a surprising twist. We collaborated with the American Marketing Association to survey 1,000+ marketing professionals, revealing that unlike social media’s bottom-up adoption, AI implementation is being driven by executives. Our report looks into this surprising flip, challenging assumptions about who leads technological change in the modern workplace.
Adoption
Executives are taking the lead in AI adoption, with 61% using AI weekly compared to only 42% of entry level staff. This top-down integration highlights how AI adoption is being driven by those at the top, flipping the usual script where younger staff generally lead the charge for new technologies.
Confidence Flip
While 55% of executives trust AI to enhance creativity, only 33% of entry level marketers feel the same. This gap suggests senior leaders
AI’s creative potential are embracing AI not just as a tool but as a driver of creativity in marketing, while early-career professionals remain hesitant.
A Training Gap
The skills gap is widening: 65% of executives have received formal AI training, while only 34% of early-career marketers have received formal AI training had the same opportunities. This widening gap in training could lead to long-term disparities in AI skill sets across job levels.
Ethical Concerns
Entry-level marketers are more concerned with ethical issues like bias and copyright infringement, while executives focus on whether AI-generated content meets client expectations. This contrast in meeting client standards reflects how different roles view AI: entry-level marketers worry about the immediate ethical risks, while senior leaders prioritize maintaining brand reputation and meeting external standards.
Executive Edge
Executives are integrating AI into advanced applications like design, collaboration, and audience targeting—areas not reflected in entry-level marketers’ top uses. This strategic use of AI is enhancing executive capabilities and transforming how marketing teams drive innovation and achieve results.
“Our research shows that AI is more than just another marketing tool – it’s changing how leaders run their business,” said Zeev Farbman, CEO and co-founder of Lightricks. “By embracing AI for strategic and creative purposes, executives are demonstrating how generative AI can drive transformative results. At Lightricks, we are committed to empowering marketers at every level to unlock the full potential of this technology.”
Explore how to prepare for AI’s impact in every department, and download the full report.