Typeform Study Finds 95 Percent of Marketers Now Use AI

As generative artificial intelligence becomes embedded in everyday marketing workflows, new research shows the technology has moved beyond experimentation and into mainstream adoption across the industry.

Typeform released its latest report, Get Real: Generative AI and the Marketer, revealing that 95 percent of marketers now use AI in their work. The findings highlight how AI tools are reshaping content creation, campaign execution, and audience engagement while shifting the conversation from adoption to effectiveness and trust. The Typeform generative AI research signals a broader transformation in marketing as AI becomes foundational infrastructure rather than a competitive novelty.

Based on insights from more than 2,000 marketers and consumers, the report shows deep integration of AI technologies across marketing teams. Among respondents using AI, 74 percent say they rely on it regularly or depend on it as part of daily workflows. Copywriting and written content emerged as the most common application, used by 79 percent of marketers, followed by visual design at 57 percent and video or motion production at 31 percent.

Marketer sentiment toward AI remains largely optimistic. Sixty percent reported feeling hopeful about incorporating AI into their work, while only 13 percent expressed skepticism. Additionally, 71 percent said they feel equally or more proud of their output when AI tools contribute to the creative process, suggesting that automation is increasingly viewed as an enhancement rather than a replacement for human creativity.

The Typeform generative AI research also explored consumer attitudes toward AI generated content, revealing a more nuanced trust dynamic than often assumed. While 59 percent of consumers believe brands should disclose when content is created using AI, only 21 percent said AI generated marketing would reduce their trust in a brand. The findings suggest audiences prioritize relevance and quality over production methods.

On the marketer side, nearly half acknowledged publishing AI generated content without disclosure and indicated they would do so again. Despite this gap between consumer expectations and marketing practices, the research indicates that perceived trust penalties remain relatively limited when content delivers value.

The report further highlights the continued importance of human oversight. Ninety one percent of marketers said they frequently edit AI generated copy to ensure it sounds natural and aligns with brand voice. As AI increasingly handles production tasks, differentiation is shifting toward strategic judgment, creativity, and audience understanding.

“AI has gone from experiment to expectation, and marketers are all in,” said Malinda Sandman, Global VP of Marketing at Typeform. “They’re hopeful, they’re proud of what they’re creating, and they’re integrating AI into marketing workflows as the next frontier. The opportunity now is making sure all that momentum is built on a foundation of genuine audience understanding. At Typeform, we’re helping businesses collect data through conversations that feel human, turn it into meaningful insight, and act on it through automated workflows. The future of marketing belongs to teams that pair intelligent systems with deeply human insight.”

The Typeform generative AI research underscores a pivotal moment for the marketing industry, where AI adoption is nearly universal but success increasingly depends on combining automation with authentic human perspective. As AI becomes standard practice, marketers are shifting focus toward quality, trust, and meaningful engagement to stand out in an AI driven discovery landscape.