New international study by Contentful and Atlantic Insights reveals that “evidence-based creativity” is rapidly becoming the critical skill for marketers navigating the AI-powered era. Drawing on contributions from hundreds of senior marketing leaders worldwide, the report titled ‘When Machines Make Marketers More Human’ refutes fears that AI will replace marketers, instead illustrating how these technologies enhance the profession’s creative force and impact. The research highlights that marketers are expected not just to be imaginative, but to rigorously validate their ideas using data analysis and performance metrics combining artistic flair with measurable outcomes.
Data analysis and interpretation emerged as the highest-priority skill, cited by 46% of respondents, reflecting the profession’s growing emphasis on data-driven, results-oriented campaigns. Meanwhile, 34% of successful marketers identify strong performance metrics or ROI as the cardinal measure of marketing effectiveness. The ability to intertwine creative storytelling with insights generated by AI and analytics thus forms the backbone of “evidence-based creativity.” This approach enables rapid ideation, testing, and optimization ensuring that creative excellence translates into business growth.
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The research also traces the evolution of marketing skill sets toward more technical sophistication. A rising class of “full-stack marketers” now routinely builds AI-powered workflows, creates tailored prompts, navigates various technology stacks, and embeds AI tools in their daily routines. Nearly half of marketers globally use AI copilots to boost productivity (49%) and generative tools for content creation (48%), reflecting an industry-wide embrace of automation and strategic experimentation. High-value skills like digital experience design (40%), personalization strategy (37%), and writing for AI tools (37%) have also gained prominence. Organizations are supporting this transformation, with 45% already offering targeted AI training to marketing teams, a sign of organizational maturity and commitment to future-proofing talent.
Despite the high investment in AI nearly three-quarters of marketers are actively funding AI initiatives, and 34% plan to spend at least $500,000 on AI tools in the next one to three years most teams say their tech stacks haven’t fully delivered on productivity gains yet. Although 89% employ AI solutions, just 18% report a reduced reliance on developers or data experts. The study illuminates a persistent “Optimism-Execution Gap” where potential often outpaces realized results. Regional differences add nuance, with EMEA marketers prioritizing compliance and governance, while their U.S. counterparts focus on rapid experimentation and optimization. In Europe, 58% test AI tools methodically under defined plans, with 32% emphasizing brand protection and compliance. American marketers prioritize speed and campaign quality, with 45% focused on high-quality content and 39% valuing flexibility in operations.
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According to Contentful’s CMO Elizabeth Maxson, “The real risk isn’t losing marketing jobs to AI it’s failing to use AI strategically.” She advocates investing in platforms and talent that fuse analytical rigor with creative instincts, ensuring technology amplifies rather than dilutes human ingenuity. The Atlantic’s publisher, Alice McKown, adds, “Tomorrow’s marketing leaders will be both creative and analytical,” calling for marketers to blend artistic approaches with engineering-minded precision to keep pace with AI’s demands.
In sum, evidence-based creativity now stands as the defining superpower for marketers aiming to thrive and drive ROI in the age of artificial intelligence.
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