Artificial intelligence has been touted as the revolutionary force that would transform marketing and sales forever, but new research suggests the reality on the ground is far less convincing.
According to a study from General Assembly, 61% of more than 300 marketing and sales professionals surveyed admit they are not fully confident AI can increase revenues. Almost half (46%) remain unconvinced that it has meaningfully improved the consumer experience.
While the technology is often praised for its potential to deliver greater efficiencies, the findings reveal an underlying scepticism.
Nearly a quarter (22%) say AI has not improved their productivity at all, while 18% believe it has created more work- pulling them away from strategic thinking and piling on additional tasks instead.
Training Gap Stands in the Way
The research points to one clear reason for the mixed results: a widespread lack of training.
Only 17% of respondents said they had received comprehensive, role-specific AI training that prepared them to use the tools effectively. A much larger proportion – 32% – reported receiving no formal AI training whatsoever.
Even among those who did have some training, frustrations were clear. A fifth described it as too generic to be useful, while 15% felt it was bogged down in abstract concepts rather than practical applications.
With such gaps in support, it is perhaps unsurprising that 16% of professionals took it upon themselves to seek out training independently – a risky sign for businesses who need consistent and effective approaches to adoption.
What Marketers Want from AI Training
The study also highlights what professionals actually want when it comes to AI education.
The majority expressed a desire for self-paced online modules with industry-specific examples (58%) and regular training updates to reflect AI’s fast-paced evolution (57%). Interactive workshops on practical use cases (48%) and peer learning opportunities with colleagues successfully applying AI (45%) also ranked highly.
These results underline a wider trend: marketers are not necessarily rejecting AI, but they are struggling to find clarity amidst the hype. They are calling for tangible, role-specific learning rather than one-size-fits-all training sessions that leave them none the wiser.
Adoption Is Already Widespread
Despite the doubts, AI adoption is far from fringe. General Assembly’s research shows that 68% of professionals are already using AI in their day-to-day roles.
Over half (51%) report using AI agents to support productivity, and adoption is highest in the United Kingdom at 75% of respondents. Sales professionals (74%) appear more eager adopters than marketers (64%).
Usage frequency varies: while 55% use AI fewer than five times a day, 15% rely on it 10–19 times daily, and a dedicated 5% say it’s their constant companion, turning to it 20 or more times each day.
When it comes to practical applications, the top use cases include content creation (57%), market research (49%), sales operations (47%), customer relationship management (42%) and advertising (41%).
AI also finds a place in social media management, campaign planning and event execution, highlighting its versatility across the marketing mix.
The Business Case for Better Skills
General Assembly’s chief business officer put it plainly that sales and marketing teams have been early and avid adopters of AI, but a persistent skills gap prevents them from reaching their full potential.
Generic, one-size-fits-all AI training might have worked three years ago. Today, every department needs role-specific training. As AI agents handle increasingly complex tasks, it’s critical to brand safety and governance that marketing and sales teams have the skills to implement and manage them effectively.
With just 69% of UK marketers reporting productivity gains from AI, the message is clear – businesses have work to do if they want AI to be the game-changer many promised it would be.
How AI Can Positively Impact Marketing
While the research points to gaps and frustrations, there is no denying the potential benefits when AI is deployed effectively.
Used well, AI can analyse customer behaviour at scale, uncovering insights that would take teams weeks to identify manually. It can help marketers personalise campaigns, target audiences with far greater accuracy, and even predict trends before they emerge.
Content creation tools, when combined with human oversight, can speed up workflows while maintaining brand voice. Predictive analytics can inform smarter budget allocation. AI-powered chatbots can enhance customer engagement, reducing response times and boosting satisfaction.
In short, AI offers marketers the chance to work smarter, not harder – provided they know how to harness it.
Conclusion: From Hype to Reality
The General Assembly study paints a clear picture: while AI adoption in marketing and sales is already widespread, many professionals remain unconvinced of its true value.
The problem does not lie in the technology itself, but in how it is being used. A lack of role-specific, practical training has left teams struggling to unlock the promised productivity and revenue gains.
Marketers are not turning away from AI – far from it. Instead, they are calling for support that bridges the gap between bold promises and practical application. With better training and clearer use cases, AI can shift from being an occasional tool to a core driver of marketing success.
For now, the industry stands at a crossroads: without investment in skills, the hype around AI risks fading into frustration. But with the right support, the technology could yet deliver on its potential – not just louder, but further.
