The marketing landscape has fundamentally shifted with AI at its core. According to HubSpot's latest research, 66% of marketing professionals globally now use AI tools in their daily work, with 74% of US marketers having adopted AI in their roles. The impact is undeniable: 95% of respondents say AI marketing tools help them spend less time on manual tasks and more time connecting with customers.
Key Takeaways for Product Marketers
The research highlights eight primary use cases where AI is making the biggest impact: data analytics, content creation, reducing admin work, content personalization, media buying, chatbots, automated email marketing, and predicting customer behavior. Text-based content creation leads the way with 55% of AI-using marketers relying on it for blogs, emails, and social posts.
Perhaps most importantly for PMMs, 77% of marketers report that generative AI helps them create more personalized content—a critical capability for effective product positioning and messaging. The tools aren't replacing marketers; they're amplifying their capabilities. Only 4% of marketers use AI to write entire pieces of content, with most making significant edits to AI-generated text before publishing.