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| Thekla Eftychiadou |
In late 2024, we reached out to our network of marketing and communications professionals to explore their use of AI in daily work and what marketing and communications will mean in 2025. Despite concerns that about AI disrupting businesses like ours, and potentially changing jobs like ours. , the professors we work with are using AI deliberately – not because of the fear of missing out (FOMO), but because of the fact that it is relevant for their business plans and work. Here’s a look at what we found.
General use, Definition of food
AI is now central to the work week for many professionals, with 86 percent of professionals using AI tools weekly and 34 percent daily. FOMO does not dictate the use of AI or strategic planning – leaders focus on the use of AI because it is the best for the business. What is AI used for? Content creation is at the forefront, followed by generating creative ideas, managing social media, and developing audience strategies.
However, more than half of leaders (59 percent) indicate that their use of AI is limited to specific areas of their marketing and communication strategies, often driven by the improved use of data analytics by the first users. This suggests that while AI is generating a lot of interest, many organizations are still in the early stages of weaving it into their broader strategies. Leaders identified obstacles such as concerns about data privacy and the quality of AI-generated content. These challenges underline the importance of good planning, strong management and continuous improvement to ensure that AI tools are effective and reliable. Additionally, some pointed out that limited skills or experience with AI often held back their teams.
Beyond Upskilling: Embracing Lifelong Learning as a New Approach
AI represents another technological revolution that will push marketing and communications professionals to stay ahead, stay flexible and embrace new ways of thinking and working. Almost all leaders (93.1 percent) emphasized the importance of continuing education—not only for themselves but also for their teams—to stay current with the latest AI developments. Professionals in the field recognize the need to hone their technical and analytical skills to unlock the full potential of AI.
Look ahead: Smart Work, Deep Knowledge
Considering how AI will change the communication and communication network, almost nine out of ten professionals say that AI increases productivity, allowing them to achieve more with less effort. Not surprisingly, the slogan that captures their vision is “work smarter, not harder,” followed by “do more and more.” and “think big, work smart” (57 percent, 36 percent and 32 percent, respectively). What do they like best? AI’s ability to provide deep data analysis, insightful insights, personalized marketing and communications that truly delights audiences, and better practice and award-winning materials.
Contrary to what might be expected, nearly 80 percent of respondents reported no intention to cut company or agency costs due to the use of AI, and 72 percent confirmed that AI did not affect their 2025 budget plans. The lowest seven percent indicated that they are investing in AI to improve the growing up.
The Bottom Tree
These insights tell a story of caution but growing hope. While most leaders already rely on AI to some extent — many on a weekly or daily basis — more than half are integrating it only partially, reflecting the journey toward full adoption. adoption has just begun. Challenges around data privacy, quality of content and skills shortages persist, but these same leaders encourage continuing education and see AI as enhancing their work rather than change their teams. They are not cutting budgets or chasing AI for fear of missing out; they’re embracing it because there’s real potential for better strategies, deeper understanding of audiences and more impactful advertising. In short, AI is not an accident – it is a mature force that, as it expands its general understanding and integration, will help create a more efficient, forward-thinking era for marketing and communication.
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Thekla Eftychiadou is a senior partner at FINN Partners and leads the agency’s AI practice.
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