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Digital marketers are increasingly adopting artificial intelligence (AI) in their workflows, with a new survey revealing that 98% of social media professionals now utilize AI in their work. Conducted by Metricool, the survey involved over 700 creators and marketers and highlighted a notable rise in the strategic use of AI for various tasks, including strategy design, trend research, and metrics analysis.
The survey findings indicate a significant shift in how AI tools are being integrated into marketing practices. Approximately 62% of respondents reported using AI for strategy design, 61% for trend research, and 59% for metrics analysis. Furthermore, nearly 40% of the participants are using four or more AI tools, signaling a broader and deeper adoption of AI in the industry.
Anniston Ward, US marketing manager at Metricool, noted that the usage of AI has become more strategic. “People are using it more strategically rather than just bouncing ideas off ChatGPT or Claude,” she stated. This shift suggests that AI is becoming an essential skill for professionals, moving beyond basic applications to more thoughtful and integrated uses.
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The integration of AI into daily marketing tasks has also evolved. According to Matt Navarra, a social media expert, teams are increasingly building comprehensive AI stacks that connect directly to their data sources. This allows marketers to streamline their workflows and enhance productivity by embedding AI tools into their existing systems.
Despite the benefits, the survey revealed a concerning lack of formal guidelines for AI usage among digital marketers. Only 12% of respondents reported having clear AI guidelines, while 45% indicated that they operate without any formal restrictions. This absence of regulations raises concerns regarding data privacy and the potential for misuse of AI-generated content.
The survey also highlighted the growing reliance on AI for content creation, with 86% of respondents using it for writing copy and captions, and 84% for generating content ideas. Notably, the use of AI for graphic design has surged from 38% in 2025 to 61% in the current year, attributed to significant improvements in AI image-editing tools.
Ward emphasized the importance of maintaining human judgment in AI applications, especially in strategic decision-making. “Strategy isn’t just data. It’s about judgment, culture, timing and instinct,” she explained. This perspective underscores the need for marketers to balance AI capabilities with human insights and creativity.
As AI continues to reshape digital marketing practices, the call for formal guidelines and education on best practices becomes increasingly urgent. Without clear frameworks, professionals must navigate the complexities of AI usage individually, prioritizing human judgment in their decision-making processes.
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