A significant divide in the adoption and trust of AI tools is emerging between senior marketing executives and their entry-level colleagues, with new studies also highlighting a gap influenced by company size.
Two recent reports—one by Lightricks in collaboration with the American Marketing Association (AMA) and another by Adobe—reveal that while marketing leaders are embracing AI, their more junior counterparts remain less enthusiastic and less equipped to harness the technology.
Adoption Divide by Role
The Lightricks-AMA study found that 61% of marketing executives are using AI tools on a weekly basis, compared to just 42% of entry-level marketers. This gap extends to perceptions of AI’s importance: nearly half (48%) of executives say AI is integral to their role, whereas only 34% of junior marketers agree.
Trust in AI also diverges sharply by seniority. While 55% of executives trust AI tools to enhance creativity, only 33% of entry-level marketers share the same confidence. The scepticism among less experienced marketers is even more apparent when asked about AI’s control. Just 5% of entry-level marketers are comfortable with AI being “in the driver’s seat” of processes, compared to 24% of senior marketers.
Company Size Matters
Company size plays a notable role in AI adoption rates. Adobe’s research found that larger organisations are leading the way, with 75% of marketers at big businesses receiving formal AI training, compared to 65% at medium-sized companies.
A separate study by Invoca reinforces this trend, showing that 60% of marketers at large enterprises consider themselves AI experts, compared to just 40% at businesses with fewer than 1,000 employees. The discrepancy highlights the resource advantage enjoyed by bigger companies, which can invest in AI tools and workforce training more effectively.
A Rising Trend, But Hesitation Remains
Despite these gaps, AI adoption in marketing continues to rise rapidly. The AMA study reported a jump from 73% in 2023 to 90% in 2024, with further growth expected next year. Invoca’s findings echo this momentum, with 95% of marketers planning to expand AI deployment in 2025.
However, even as AI becomes a staple of marketing operations, marketers remain cautious. While executives appear more open to AI’s potential, the broader workforce—especially those in junior roles—remains reluctant to relinquish control to the technology.
Why It Matters
These findings reinforce two long-held assumptions: larger organisations have the resources to adopt new technologies ahead of their smaller counterparts, and leadership teams often set the pace for innovation within companies.
The challenge for 2025 will be closing these gaps. As AI becomes more embedded in day-to-day marketing workflows, entry-level marketers may grow more comfortable and capable with the tools. Bridging the divide will require training, cultural buy-in, and an understanding of how AI complements—not replaces—human creativity and decision-making.
With AI already reshaping marketing strategies, the organisations that democratise its use across all levels stand to gain the most in the rapidly evolving landscape.
Source: https://martech.org/ai-adoption-gap-found-between-executives-and-entry-level-marketers/
