This page compiles published survey data on AI adoption across marketing, drawing on the major 2026 marketing-AI studies: Salesforce State of Marketing, HubSpot AI Trends, McKinsey's Global AI Survey, Jasper's State of AI in Marketing, and Gartner's CMO Spend Survey.
The AI Behavior Index is the research arm of OneChat AI, an integrated multi-model AI platform. We compile and analyze data from primary research sources to make AI adoption and market trends more accessible to journalists, researchers, and decision-makers.
Why adoption figures range from 87% to 91%: these are survey results, and different studies sample different marketer populations and word the question differently (“use AI at all” vs. “use generative AI in a recurring workflow” vs. “use AI daily”). We anchor the headline on Salesforce's 87% (recurring-workflow definition) and note the range. None of these are a census; they are large industry surveys with sampling error.
Methodology notes: each chart cites its primary source. Adoption-by-function and ROI-by-application figures are blended across surveys and self-reported by respondents, so they are best read as directional rather than precise. The 2024–2026 trend line uses the three disclosed annual Salesforce anchors. Regional figures are from a single HubSpot global survey and reflect that survey's panel.
Sources used on this page:
- Digital Applied — AI Marketing Statistics 2026 (Salesforce/HubSpot/McKinsey/Gartner aggregation)
- Jasper — State of AI in Marketing 2026 (91% actively using AI)
- BizIQ — AI in Marketing Statistics 2026 (source-attributed aggregation)
- Searchlab — AI Marketing Statistics 2026 (McKinsey/Gartner/HubSpot/Forrester)
- Daily AI Mail — AI in Marketing Statistics 2026
Corrections or suggestions: research@aibehaviorindex.org