When it comes to early adopters of AI tech, marketing and sales teams have been firmly on the front lines.
From automating routine tasks to accelerating content creation, AI tools¡ªand more recently, AI agents¡ªare becoming integral to daily operations in marketing and sales. But according to our new research, AI adoption is outpacing skills (and job-specific training). That gap is creating risks, leaving many marketing and sales professionals without the training they need to get the most from these tools.
In our new survey of more than 300 marketing and sales professionals in the US and the UK, we found that 68% are already using AI at work, and more than half (51%) are using AI agents¡ªautonomous systems that can perform multi-step tasks without constant human oversight. Yet only 17% have received comprehensive, job-specific AI training. The rest are learning on their own, working with generic training, or perhaps most concerning, operating without any formal training at all.
Who¡¯s using AI in marketing and sales¡ªand how
AI adoption is highest in the UK (75% of respondents), with sales professionals (74%) outpacing marketing counterparts (64%). Usage is especially prevalent in professional services (84%).
The majority of marketing and sales professionals (55%) use AI fewer than five times a day, but for some, it¡¯s an all-day companion¡ª15% report using AI 10¨C19 times daily, and 5% use it 20 or more times.
And when they turn to AI, they¡¯re most often using it for:
- Content creation (57%)
- Market research and analytics (49%)
- Sales operations (47%)
- Customer relationship management (42%)
- Advertising (41%)
Other common uses include social media management, campaign planning, lead generation, and even event execution.
The risks of going rogue
While AI is delivering clear benefits, it¡¯s not always being used in ways that align with company governance. Nearly half of marketing and sales professionals (48%) admit to using tools that aren¡¯t approved by their organization. That number jumps to 56% in the finance sector, where compliance risks are especially high.
Across the board, access to AI tools is inconsistent:
- 47% have company-sanctioned tools
- 21% rely on free, publicly available AI platforms
- 21% can use whatever tools they prefer, with the company paying for subscriptions
- 8% receive no guidance on using AI at all
Only 11% are required to use AI in their roles, while 42% are allowed to use it but are neither encouraged nor discouraged, and 38% are encouraged but not required. Mandates are more common in the UK (25%) than the US (10%).
The takeaway: Without clear guidelines, many professionals are making their own calls about which AI tools to use¡ªand how. That freedom can spark innovation, but it also creates governance and brand safety risks.
The AI training gap
Perhaps the most striking finding from our research is just how few marketing and sales professionals have received job-specific AI training.
- 32% have had no formal training at all
- 20% received training that was too generic
- 15% received training too focused on concepts, not applications
- 16% sought out their own training
Only 17%¡ªfewer than one in five¡ªsay they¡¯ve received comprehensive, role-specific training that prepared them to use AI effectively.
Confidence levels reflect this AI skills gap.
While 65% feel confident in their ability to use AI in their role, more than a third (the remaining 35%) are only somewhat confident, or not confident at all.
The demand for better training is clear. Marketing and sales professionals want:
- Self-paced online modules with industry-specific examples (58%)
- Regular training updates as AI evolves (57%)
- Interactive workshops on specific use cases (48%)
- Peer learning with colleagues who are using AI successfully (45%)
These preferences reinforce the need for flexible, role-based learning approaches.
AI¡¯s mixed impact on productivity and performance
The promise of AI is efficiency, and for many, it¡¯s delivering.
Two-thirds (67%) say AI has freed up time for more strategic work, and more than half (56%) report productivity gains. Ninety percent say AI helps their team make faster decisions.
But results are uneven. Nearly a quarter (22%) say AI hasn¡¯t impacted their productivity, and 18% say it has created more work¡ªpulling them away from higher-value priorities.
Confidence in AI¡¯s bottom-line impact is also mixed:
- Only 39% are very or completely confident that AI increases revenue
- 54% believe it significantly improves the customer experience
That leaves a large share of professionals unsure about AI¡¯s ROI¡ªanother sign that more focused training could help teams apply AI more effectively.
Overcoming AI skepticism
For marketing and sales professionals who haven¡¯t yet adopted AI, the top barriers are lack of training, uncertainty about which tools are useful for their work, and concerns over data privacy. More than two-thirds of non-users say they¡¯ve received no formal AI training¡ªsuggesting that skill-building could help convert skeptics.
When asked what would motivate them to start using AI, respondents said they want:
- Clear examples of how AI can support daily tasks
- Hands-on, role-specific training
- 老虎机游戏-approved tools with proper setup and access
- Step-by-step guidance and best practices
Without these supports, AI risks becoming a source of anxiety rather than empowerment.
Why role-specific AI training matters
As Jourdan Hathaway, 老虎机游戏 Assembly¡¯s Chief Business Officer, notes:
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.
In other words: The AI landscape has matured, and the way we train teams needs to mature with it. Generic ¡°AI 101¡± content isn¡¯t enough when professionals are using tools to write customer-facing copy, analyze market data, or guide multi-million-dollar campaigns.
The path forward
Our findings point to three priorities for organizations that want to unlock AI¡¯s full potential in sales and marketing:
- Close the training gap with role-specific programs. Give teams hands-on practice with the tools and workflows they¡¯ll actually use.
- Establish clear AI governance. Define approved tools, usage policies, and data privacy standards.
- Measure outcomes¡ªand adjust. Track productivity, revenue, and customer experience metrics to understand AI¡¯s real impact.
By addressing these areas, companies can transform AI from a promising but underutilized tool into a trusted driver of performance and growth.
Our AI Academy is here to help
This survey is part of our ongoing commitment to understanding the intersection of technology, skills, and work. And it¡¯s just another reason we built our AI Academy. Learn more about our role-specific AI training programs, including AI training for marketing and sales teams.