Marketers Embrace AI For Backend Efficiency

A September 2025 survey of 3,169 agency and brand marketers across 16 countries, highlighted in a January 2026 eMarketer analysis, found 40% use AI for social media management and favor backend tasks like automation, scheduling, and analytics over creative generation. Multiple 2025–2026 industry reports show over 90% plan 2026 AI budgets, while ROI measurement, governance, and skill gaps constrain broader creative adoption.