Artificial intelligence is no longer just a buzzword in marketing—it’s now embedded in the daily operations of most teams. According to new research from SAP Emarsys, 92% of marketers are already using AI, with many reporting faster campaign rollouts, stronger customer engagement, and improved loyalty.
But as businesses reap the rewards, consumers are growing increasingly sceptical. The study, which surveyed 10,000 shoppers and 1,250 marketers worldwide, reveals a widening “personalisation gap” that threatens to undermine years of investment in AI-driven customer experiences.
Marketers see clear benefits
For marketing professionals, the payoff from AI is tangible.
- 71% say AI helps them launch campaigns faster, saving more than two hours per campaign.
- 72% report they can now dedicate more time to strategy and creative work.
- 60% have seen customer engagement rise, while 58% report a lift in loyalty.
These figures highlight why AI is becoming a core tool: it cuts repetitive tasks while freeing teams to focus on higher-value initiatives.
Shoppers aren’t convinced
Consumers, however, tell a different story. Four in ten say brands still don’t understand them as individuals, up sharply from 25% last year. Even more concerning, 60% of consumers dismiss most marketing emails as irrelevant.
The biggest red flag is around data use. 63% of global consumers now say they don’t trust AI with their personal information, a steep jump from 44% in 2024. In the UK, the distrust is even higher at 76%, signalling a serious confidence gap.
Regulation reshapes AI in marketing
This collapse in trust comes just as governments are tightening oversight. One year after the EU’s AI Act took effect, more than a third of UK marketers have already adjusted their strategies, with nearly half claiming their AI use has become more ethical.
Still, the industry is nervous. 28% of marketers fear stricter regulation could dampen creativity, even as leaders like SAP Emarsys argue that responsible AI is key to restoring confidence.
“Regulation must strike a balance—protecting consumers without slowing innovation,” said Dr Stefan Wenzell, the company’s Chief Product Officer.
Trust comes from utility, not hype
Shoppers remain open to AI—when it works for them. More than half say AI makes shopping easier (55%) and faster (53%), especially for tasks like finding products, comparing prices, or suggesting gift ideas.
Success stories show that people-first strategies are winning.
At Gibson Guitars, Head of Marketing Sterling Doak says AI is used to enhance creativity rather than replace it: “If I can find a utility that helps my staff think more strategically and creatively, that’s needed.”
- Australian retailer City Beach used AI to predict customer churn and launch targeted campaigns, winning back nearly half of at-risk shoppers within three months.
Both examples show that AI is most powerful when it solves real problems for real people—not just when it automates processes.
The road ahead
With 64% of marketers planning to increase AI spending next year, the technology isn’t slowing down. But its success depends on closing the gap between brand intentions and consumer expectations.
That means going beyond basic personalisation, being transparent about data use, and delivering genuine value in exchange for consumer trust. The AI revolution in marketing has arrived—but its future will be defined not by algorithms, but by how well businesses remember the human at the other end of the screen.
