Growing Adoption of Generative AI: ISBA Survey Reveals Key Trends and Opportunities in Marketing

The Rise of Generative AI in Marketing: Insights from ISBA’s Latest Survey

In an era where technological advancement dictates the pace of business, ISBA’s latest survey reveals some compelling trends regarding the adoption of generative AI by advertisers. Released on September 9, the survey highlights that 58% of advertisers now have a generative AI policy in place, signifying a significant leap in the industry’s approach to this transformative technology.

A Surge in Generative AI Usage

Marketers are increasingly turning to generative AI to enhance efficiency and effectiveness. Over the past year, the number of advertisers reporting at least one active generative AI use case has surged from a mere 9% in April 2024 to an impressive 41% by July 2025. The survey indicates that another 27% are experimenting with the technology while 28% are in the exploratory phase.

Efficiency Takes the Lead

Interestingly, the primary driver behind this adoption is efficiency. A remarkable 62% of advertisers have identified efficiency—defined as savings in both time and money—as the central focus of their generative AI strategies. This trend highlights the industry’s immediate need for streamlined operations in a competitive landscape.

Policies and Ethical Considerations

With the rapid adoption of generative AI, policies governing its use are becoming increasingly vital. Currently, 58% of advertisers have established generative AI policies, with an additional 19% actively working on developing them. These policies are crucial as they address several ethical considerations, including issues related to intellectual property, copyright, AI labeling, bias, discrimination, workforce displacement, and environmental impact.

The Need for Skills Training

One striking finding from the survey is the lag in AI skills training, even as adoption increases. While there is a notable trend towards upskilling—35% of advertisers are partaking in company-wide training programs—nearly 46% have yet to initiate any form of AI skills training. This gap represents a significant opportunity for collaboration and development across the industry.

According to ISBA President and former Boots UK CMO Pete Markey, ensuring that the industry possesses the "right skills and guidelines" is the next essential step. He emphasizes the transformative potential of generative AI, noting the exciting speed with which ISBA members are adopting these technologies.

Evolving Agency Relationships

The survey also sheds light on changing relationships between marketers and their agencies. As agencies adapt to the generative AI landscape, contract updates are underway, with 10% already revised to include AI terms, and 37% in the process of doing so. This shift indicates a growing recognition of the need for clear guidelines and partnerships in navigating the complexities of AI.

Industry Insights

The findings align with Marketing Week’s Language of Effectiveness survey, which reveals that over half (57.5%) of marketers are already leveraging AI for content generation and creative campaign ideas.

Rachel Moss, former Marketing Director of The National Lottery and an ISBA member, notes the exciting evolution in understanding and experience with generative AI. She points out the dual focus on utilizing AI for creative enhancement and addressing the gaps in workforce skills and displacement due to automation.

Looking Ahead

As we look to the future, important conversations are emerging regarding how to nurture talent in a scenario where AI might replace some entry-level tasks. Additionally, there’s a pressing need to explore how AI can serve both as a critical tool and an enabler of sustainability in business practices.

In conclusion, ISBA’s latest survey reveals a transformative shift in how advertisers are approaching generative AI. With a growing emphasis on efficiency and ethical considerations, alongside the clear need for skills training, the marketing sector is on the brink of a significant evolution. The coming years will undoubtedly be pivotal in harnessing the full potential of generative AI while ensuring responsible and effective practices.