When it comes to marketing, artificial intelligence isn’t replacing — it’s redefining. Marketers are exploring ways to integrate AI into their workflows, from sky’s-the-limit brainstorming to menial project management tasks. Last month, we invited JayRay colleagues and clients to share how they use AI and what they wish it could do. Our survey surfaced optimism, realism and a clear desire for strategic clarity.
AI is a collaborator, not a leader
AI is helping users start faster and think bigger, not necessarily finish stronger.
72% of respondents use AI for brainstorming and 55% for copywriting. Project management was another common use case at 64%, proving AI’s utility beyond content. Visual and design-related use is still limited. Only 27% use it for graphic design and 18% for photography.
Our take: Marketers may turn to AI for idea generation and early-stage execution, but it’s the supporting act, not the headliner. Humans still prevail in refinement, brand alignment and storytelling that resonates.
‘No impact’ on outsourcing doesn’t mean nothing’s changing
Outsourcing levels are expected to stay steady, but what gets outsourced is shifting.
Many respondents see themselves reducing execution-based outsourcing but keeping strategy in-house or with experts. Outside help with strategic work AI can’t handle, like assisting with a brand refresh, conducting audience surveys or placing digital marketing ads, remains in demand. One respondent expects to increase outsourcing to AI specialists rather than traditional vendors.
Our take: The consultant landscape isn’t disappearing — it’s evolving. Marketers can stay current by seeking guidance on outsourcing smartly in the age of AI.
Barriers include training, integration and polish
Many users are eager, but they’re bumping into technical and creative limitations.
Respondents’ AI capability wish list includes fetching files, organizing contacts and producing cleaner videos, page layouts and vector graphics. AI was also called out for occasionally being inaccurate or unpolished in final outputs. Several respondents expressed a need for support in developing prompts for more meaningful results.
Our take: While AI advances, this isn’t just a tooling problem; it’s a training problem. Marketers who know how to talk to AI better (and understand that sometimes, a little TLC is necessary to get to the finish line) will get better results.
AI levels the playing field for smaller teams
Smaller organizations see AI as a force multiplier, not a job killer.
Many respondents noted that AI gives them access to time-saving benefits and tools they couldn’t otherwise afford. Solo marketers and nonprofits especially use AI to reduce reliance on agencies for basic tasks, not strategy. “I work with marginalized business owners, and AI helps level the playing field,” one respondent shared.
Our take: Scalable resources like templates, prompt libraries and onboarding toolkits can help small organizations harness the power of AI team wide.
AI reduces stress, but not the need for humans
Marketers aren’t asking AI to do everything. They’re asking it to help them be more efficient.
Respondents said AI saves time and reduces stress. “It helps with tasks I hate doing.” “It boosts my creativity.” “It improves the quality of my work.” Still, there’s clear skepticism: “I will still need a human mind for complexity, creativity and cultural/political context.”
Our take: This is about emotional intelligence as much as technical. Marketers who combine the speed of AI with human insight, rather than treating it as a way to cut corners, will win and keep trust.
AI isn’t replacing jobs, it’s filling gaps
For many, AI fills the space between roles rather than replacing them outright.
One respondent noted: “We need in-house people close to the product.” Another emphasized that AI can handle some creative tasks, but not campaign strategy or nuance. Even enthusiastic AI users are clear: “I’m grateful for AI and plan to use it just like any other tool.”
Our take: Marketers shouldn’t fear replacement, but they should prepare to pivot. Be strategic about where to apply AI and when to rely on real human collaboration. AI is a teammate, not a threat.
Curious how to integrate AI into your team’s process without losing the human touch? Let’s talk strategy.
Note: Thank you to those who took the time to share meaningful feedback in our first annual survey on AI. Stay tuned for an update in summer 2026.