New figures from the Institute of Practitioners in Advertising (ISBA) show explosive growth in the use of generative AI among UK marketers. Between April 2024 and July 2025, usage jumped from 9% to 41%. About 58% of marketers already have official AI policies, while another 19% are drafting theirs.

Efficiency Leads Over Creativity

Marketers adopt AI mostly for practical gains. Around 62% say their main goal is saving time and money. Creativity is not the priority yet. At the same time, 46% report that their companies have not provided AI training, showing a clear gap between usage and capability.

Responsible Adoption: Policies, Partnerships, and Training

Most AI rules today address key ethical issues such as bias, transparency, intellectual property, jobs, and the environment. Advertisers are also adding AI clauses to agency contracts and pushing agencies to support AI strategies.

Broader Insights from Industry Data

The global generative AI market is expanding quickly. It is projected to grow from $37.9 billion in 2025 to $69.8 billion by the end of the year, with a CAGR of 36.5%.

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Generative AI already impacts many industries. About 37% of marketers use it for personalization and content creation. Brands like Etsy and P&G report better targeting and campaign results. Stores that use AI for advertising see returns rise by 10% to 25%.

Yet, there is a gap in governance. Less than 35% of U.S. marketers plan to increase investment in AI oversight, even though 70% report issues such as bias or hallucinations. This mismatch shows adoption is moving faster than proper controls.

Why This Matters for Marketers

Generative AI has moved from experiment to necessity. Marketers now automate tasks like copywriting, targeting, and campaign planning to save time and stay within budget.

Still, responsible adoption remains a challenge. Nearly half of advertisers lack proper training, and governance falls behind the pace of innovation. To gain a strategic edge, brands must invest in both skill development and strong control systems.

The future of marketing will belong to companies that use AI responsibly, train their teams, and build smart partnerships with agencies. Generative AI can transform marketing, but only when applied with care and accountability.

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