One in five (21%) US marketers believe their employers value AI tools over people themselves, with 14% fearing their jobs may be replaced by machines very soon, according to research from global martech provider, Dotdigital.
But the research, entitled The secret lives of marketing teams, also shows that concerns about AI are outweighed by its positives, with 44% of US marketers citing that AI has made them more effective and 37% saying it has directly supported the ideation and creative aspects of their roles.
The research also reveals 34% of marketers say improved brand awareness is their main priority for 2025, the highest out of any region, and they’re optimistic about it, with 86% believing they will achieve this goal.
But there are areas that require further improvement. Most importantly, over a third cite being overwhelmed by their martech stack and are therefore not using it to its full potential, while 27% of marketers say they have difficulty in accessing customer data.
Other key findings include:
- A quarter of marketers in the US say IT departments don’t understand the role and value of marketing, while only 11% feel they are communicating marketing’s value to tech teams effectively
- Other marketing priorities include enhancing their social media presence (33%), improving profitability (32%) and improving customer retention and loyalty (32%)
Juliette Aiken, CMO at Dotdigital, comments: “AI’s potential for US marketing teams is immense, but the path to sustainable adoption depends on more than just new tech.
“Success really hinges on upskilling teams, building clearer collaboration between marketing and IT, gaining better access to data and making sure technology is balanced with the creativity and insights that crucially, only people can provide.
“Organizations that master this balance will see better performance and stronger, more resilient marketing teams moving forward.”
To access the full report, please visit: https://dotdigital.com/the-secret-lives-of-marketing-teams/
Notes to editors
All statistics above are from the Dotdigital report: The secret lives of marketing teams, which is based on a survey of 500 marketing professionals across the US in 2025.
About Dotdigital
Dotdigital Group plc (AIM: DOTD) is a leading provider of cross-channel marketing automation technology to marketing professionals. Dotdigital’s customer experience and data platform (CXDP) combines the power of automation and AI to help businesses deliver hyper-relevant customer experiences at scale. With Dotdigital, marketing teams can unify and enrich their customer data, identify valuable customer segments, and deliver personalized cross-channel customer journeys that result in engagements, conversions, and loyalty.
Founded in 1999, Dotdigital is headquartered in London with offices in Manchester, Southampton, New York, Melbourne, Sydney, Singapore, Tokyo and Cape Town. Dotdigital’s solutions empower over 4,000 brands across 150 countries.
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