Artificial Intelligence (AI) is delivering ROI for marketers across the UK – but fears still persist that the technology will ultimately take their jobs, a new study has found.
Cheshire search-driven content agency No Brainer, whose clients include AO.com and MBNA, has released its 2025 Marketing Trends Report , which reveals that on many levels the industry is fully embracing AI and machine learning: AI is predicted in the report to be the biggest digital marketing trend for the next year, with more than half (56%) planning to increase spending on AI tools by up to 50%. Additionally, 52% said the hype around AI will “flourish” over the next year, while half (50%) said the technology was already demonstrating ROI for them.
The report also uncovered some real fears from C-suite to senior marketing managers, however. Data was collected from more than 500 respondents and covered a wide range of sectors in the UK, including ecommerce, health & wellbeing and education.
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Laura Rudd, No Brainer’s AI lead, said: “Our survey shows the industry is at a real crossroads, with marketers asking whether AI will be our biggest ally or toughest competitor.
“From automating time-consuming tasks to generating data-driven insights at scale to aiding content creation and reporting, it presents a huge opportunity for marketers to be more efficient, strategic, and creative than ever before.”
But while AI enhances productivity, it also raises concerns about the future of creative roles and the skills marketers will need to stay ahead. The report found:
Fears remain over the risks the ever-evolving tech may bring – with anxiety of being replaced by AI named the second biggest challenge for the year ahead, behind growing visibility on search.
- 53% fear AI tools will replace more traditional creative roles in marketing.
- 52% are “overwhelmed” by the speed of change in digital marketing.
- Responses from ecommerce-specific marketers drew similar conclusions, with the vast majority (73%) planning to boost spend on AI, but 52% concerned it will replace more traditional creative roles.
Rudd, who is also No Brainer’s head of SEO and content, added: “The fear of being replaced by AI is real, especially with the rapid pace of change. However, rather than seeing it as a threat, marketers should view AI as a collaborator that enhances creativity and efficiency.
“AI on search platforms has disrupted many businesses hard, but it’s part of the evolution of search that’s also reshaping user behaviour – making it vital for brands to understand, test and learn, and build into their strategies now.
“With AI budgets set to increase and marketers feeling the pressure to adapt, the next 12 months could be a real turning point for the industry.
“Those who embrace and adapt to the various shifts will be the ones who thrive in the future of marketing.”
In other AI news, reports were emerging this morning that ChatGPT, probably the best known of the current flurry of Silicon Valley AI LLMs with around 700m weekly users, was mysteriously down for users.
Request a full copy of the 2025 Marketing Trends Report here.
