AI goes from buzzword to business essential as marketers ramp up investment

Artificial intelligence (AI) is now a must-have for marketers, with new research showing the majority are investing heavily in the technology to stay ahead.

Canva’s latest State of Marketing & AI Report reveals that 87 per cent of Australian marketers set aside a budget for GenAI in 2024, and most plan to boost that spend even further in 2025. Half expect to increase their investment by at least 25 per cent as AI becomes a core part of long-term business strategy.

The report, which surveyed 2,400 marketing and creative leaders worldwide – including 500 from Australia – found that AI has become essential for helping teams work smarter, not harder. The vast majority (87 per cent) say generative AI (GenAI) tools are saving them four or more hours a week, with some gaining back over 10 hours.

But while enthusiasm for AI is high, many marketers are still struggling to make the most of it. More than two-thirds (68 per cent) admit the market is overcrowded with too many GenAI tools, and nearly half (46 per cent) feel pressure to adopt new technology before knowing if it’s the right fit. Even after investing, 60% find it difficult to integrate AI into their existing systems, and more than a quarter (28 per cent) aren’t sure how to measure the success of their AI efforts.

“AI in marketing is no longer an experiment – it’s an essential strategy,” says Canva’s Chief Marketing Officer, Zach Kitschke. “If you’re not using GenAI to boost creativity, efficiency and results, you’re already falling behind.”

AI is the future

Despite these challenges, Australian marketers see GenAI as a critical skill for the future, with 95 per cent believing AI literacy will be a must-have within the next two to four years. Encouragingly, 93 per cent of businesses are open to letting their teams experiment with GenAI tools to build confidence and skills.

The report also highlights growing interest in “Agentic AI” – autonomous AI tools that can track brand sentiment, flag potential issues, monitor campaigns and personalise content for different audiences without constant human input.

But even as adoption grows, marketers are still relying on human oversight. While 94 per cent trust GenAI, nearly all (95 per cent) make sure outputs are checked and refined to maintain quality and brand consistency. Brand safety, data privacy, and limited customisation options are some of the top concerns holding teams back from going all-in.

AI is no longer just a shiny new tool for creatives; it’s fast becoming a business essential. And for those ready to embrace it, the payoff could be game-changing.

For more insights, the full State of Marketing & AI Report is available from Canva here

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