The Savvy Edge - June 25, 2025
Smart Marketing Moves for Navigating What’s Next
AI may feel like yesterday’s buzzword, but the reality is, it’s still shaping the future of marketing in a big way.
This week, I’m diving into recent insights from the Marketing AI Institute, Forbes, and eMarketer to share how marketers are actually using AI (hint: it’s more than just ChatGPT), where the challenges still lie, and what shifts are coming next—especially in ad spend and audience targeting. Whether you’re experimenting, overwhelmed, or somewhere in between, these takeaways can help you make smarter, more strategic decisions about AI in your work.
AI Findings from the Marketing AI Institute
There's a lot more to AI than generating content and controversy over em dashes. AI continues to be a hot topic, and you're probably tired of hearing about it. But I recently watched a webinar from the Marketing AI Institute, who surveyed marketers to see what they're using AI for and what they're seeing.
The takeaway at the end? Working for an AI-forward organization that provides training, policies, and tools is a competitive career advantage. The support can increase literacy and reduce overwhelm for marketers. Don't wait for AI to pass you by.
A few findings:
Adoption is growing, with more than 66% of surveyed marketers now using AI in their roles. The tools used seem to align with whatever the organization is providing; Microsoft shops are using Copilot, while Google workspaces are using Gemini. Many are also dabbling with ChatGPT.
In my experience, the value of Copilot has been somewhat limited to improving email copy and the performance doesn't seem to be as strong as other options.Job replacement continues to be a concern, but there are a lot of other typical business concerns, too — lack of consistent data, siloed usage, and training gaps. AI needs to be given the same respect as other tools and thoughtfully considered for effective integration and usage.
Marketers are starting to lean into use cases beyond generative AI. Most are learning that content still requires AND benefits from a human touch.
Some use popular use cases include:
Search and optimization for AI search queries
Autonomous agents that handle simple and routine tasks
Specialized tools for certain marketing functions, like persona development and analysis, digital twin creation, analyzing masses of user data, and more
Again going back to the point of making AI part of everyday business, marketers are also thinking about budgeting for AI tools as well as the ethical and privacy considerations of using it.
Tips for Actionable AI
Forbes highlights how AI is transforming marketing from a guessing game into a data-driven powerhouse. Smart marketers are using AI tools to quickly test ideas, refine messaging, and gather actionable customer insights. They’re not waiting months or draining budgets. The result? Faster learning cycles and smarter growth.
Key Takeaways for Busy Marketers:
Validate concepts quickly – AI helps you test campaigns and offers in real time instead of relying on slow, costly iterations.
Uncover real customer needs – Next-gen tools can analyze behavior and surface actionable insights you’d miss through traditional research.
Refine messaging at scale – From audience segmentation to personalized outreach, AI supports smarter, targeted communication that resonates.
AI’s Impact on Digital Ad Spend
Digital advertising is entering a new phase. eMarketer forecasts that though overall digital ad spend will grow modestly through 2028, AI-powered search ads are set to explode, rising from under 1% today to over 13% of search ad budgets by decade’s end. That shift will require marketers to rethink where and how they reach B2B buyers in an AI-first world.
What this means for B2B marketing:
AI-driven search ads offer deeper targeting and higher ROI, but demand smart strategy and solid measurement.
While programmatic display remains relevant, its fragmentation means you need sharper focus on where your audience spends their time.
As search evolves, early adopters of AI ad formats will have the edge on visibility and creative experimentation.
Let me know what you think of these topics. I would love to curate this newsletter based on what’s valuable to you!
— Laura