Executive summary
Most marketers now use AI tools, but the survey says the gain in productivity is modest for many. Brand point of view, personalization and measuring ROI are the themes the report stresses.
Key findings
- 86.4% Marketing teams using AI
The share of marketers using AI tools. - 26.5% significant; 66.2% slight or moderate Productivity gain from AI
Most said AI raised productivity, but only about a quarter said significantly. - 93.2% Personalization works, they say
Share saying personalized or segmented experiences led to more leads and purchases. - 33% Top challenge
Measuring marketing ROI was the most-named challenge for 2026, ahead of keeping up with new platforms (29.8%).
Methodology
Survey of marketers in B2B and B2C companies across industries and company sizes. HubSpot did not give fieldwork dates in the article read, and the survey was run by a vendor.
HubSpot, a marketing software vendor, publishes an annual State of Marketing report. The 2026 edition, updated on April 10, 2026, is based on a survey of more than 1,500 global marketers.
How to read it
This is a vendor-run survey: HubSpot sells the tools the report discusses, and its respondents are not described as a random sample. HubSpot did not disclose the fieldwork dates in the article we read. The report is useful for what marketers say they are doing; it is weaker evidence of what works.
Sources
- HubSpot: 2026 state of marketing, data from 1,500+ global marketers (opens in a new tab)
The challenge percentages come from HubSpot's report as summarized by search results; the other figures were read on this page.