LACK OF TRAINING IS THE NUMBER ONE BARRIER TO AI ADOPTION

Lack of training and the pace of change are enormous barriers to AI adoption.

Despite the industry racing ahead, it’s abundantly clear that a lack of training—and the pace of change—are preventing marketers from reaching their full potential. Marketers once again cite a lack of education and training as the top barrier they face to AI adoption, as has been the case every single year we’ve published this report.

This year, 62% said this was a top barrier to AI adoption in their marketing, followed by a lack of awareness or understanding within their organization (52%).

Sixty-eight percent of respondents also functionally have no AI training being provided by their companies, with 44% saying they don’t have it, 21% saying it’s in development, and 3% unsure if it exists. While this number has improved slightly from past years, it’s still dire.

Additionally, when asked to write in answers related to their biggest struggles and concerns with AI, respondents heavily cite a lack of knowledge and training, a lack of time to learn or experiment, and a fear of getting left behind as major issues they’re trying to navigate.