Christopher Ross
Research expert
Generative AI in marketing - statistics & facts
Generative AI, or GenAI, has been creating waves, not only in the world at large, but in the world of marketing. Increasingly, it seems as if the industry is standing at a defining moment. Across continents and industries, marketers are embracing GenAI to elevate creativity, accelerate campaign development, and personalize brand messaging like never before. According to one survey in 2025, over three-quarters of senior executives from global advertising groups believed the technology would have a positive impact on agencies. No longer limited to automating basic tasks, GenAI now plays a growing role in generating text, images, videos, and even advertising strategies, rewriting how brands connect with their audiences in an evolving digital world.
Another striking case is Coca-Cola’s 2025 campaign leveraging generative AI to co-create artwork with consumers worldwide. Through a digital platform, fans could design AI-generated imagery incorporating Coca-Cola’s brand elements, with the best creations featured on billboards and social media channels. This approach not only spotlighted AI’s potential for efficiency and creativity, but also positioned consumers as collaborators, deepening brand loyalty. Modern campaigns like these highlight GenAI’s ability to enhance productivity while also strengthening authenticity and trust in increasingly digital consumer experiences.
To a large extent, 2025 seems to represent a pivotal year in the marriage of GenAI and marketing, with the adoption of the tools visible across the industry. The brands that thrive will be those that see AI not as an end, but as a versatile means to extend creativity and deliver personalized experiences that resonate in novel ways.
The industry beyond automation
What distinguishes GenAI in the marketing industry today is its ability to blur the traditional lines between automation and creativity. Findings from a global survey of marketers in late 2024 revealed that nearly half of the respondents were using generative AI for data analysis. However, the tools are not only utilized to simply automate routine tasks, but more actively employed in brainstorming new topics and optimizing content, according to a survey of content marketers in the United States. Considering the prominent usage of these tools, developing trends underscore the growing relevance of understanding AI-driven insights and the future they play in shaping marketing strategies.The age of GenAI campaigns
One of 2025’s most prominent examples comes from H&M, the global fashion powerhouse. The company launched an ambitious initiative featuring AI-generated digital twins” of around thirty real-world models. These avatars seamlessly appear in advertisements, e-commerce sites, and social media, significantly reducing the time and resources required for traditional photoshoots. Importantly, H&M has integrated an ethical framework into this effort: real-life models keep full rights to their likenesses and are properly compensated, setting a precedent for more responsible use of generative AI in the fashion industry.Another striking case is Coca-Cola’s 2025 campaign leveraging generative AI to co-create artwork with consumers worldwide. Through a digital platform, fans could design AI-generated imagery incorporating Coca-Cola’s brand elements, with the best creations featured on billboards and social media channels. This approach not only spotlighted AI’s potential for efficiency and creativity, but also positioned consumers as collaborators, deepening brand loyalty. Modern campaigns like these highlight GenAI’s ability to enhance productivity while also strengthening authenticity and trust in increasingly digital consumer experiences.
Pushing boundaries and managing trust
Despite the confidence and investment, skepticism lingers. Marketers and consumers alike express wariness around data privacy, content accuracy, and the ethics of synthetic creative production. Based on survey responses from marketers in 2025, the loss of creativity, an over-reliance on the tools, and ethical issues were the leading concerns surrounding AI. Even given such concerns, marketers remain open to trusting AI-driven insights in varying degrees, as long as the human touch was still involved. The future of GenAI in marketing is supposed to be collaborative, pairing the efficiency and scale of advanced models with the nuanced instincts, voice, and empathy that only humans possess.To a large extent, 2025 seems to represent a pivotal year in the marriage of GenAI and marketing, with the adoption of the tools visible across the industry. The brands that thrive will be those that see AI not as an end, but as a versatile means to extend creativity and deliver personalized experiences that resonate in novel ways.
Christopher Ross
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Aug 19, 2025
Christopher Ross
Research expert
