AMA Quarterly Spring 2025: Building an AI-Driven Culture in Modern Marketing

It’s been two years since ChatGPT became available to the public. Since then, artificial intelligence (AI) has taken every industry by storm, including marketing. A recent study by The Conference Board found that 87% of marketers have used AI or experimented with AI tools. The study also found that 68% of marketers use AI daily. However, even the most powerful AI models cannot be effective without human collaboration. While AI is reshaping the marketing landscape by optimizing processes and allowing marketers to access insights more easily, our industry’s success still depends on creativity and the human capacity for empathy in storytelling.