Generative AI Essential in Marketing Strategies: Canva 2025 Report
As AI’s role in marketing expands, the importance of AI literacy is becoming more evident.
Canva’s latest “State of Marketing & AI Report 2025” reveals a significant shift in the way global marketing leaders are leveraging generative AI (GenAI). Moving beyond mere experimentation, businesses are now making strategic investments in AI to enhance efficiency, boost creativity, and maximize business impact.
The report, which surveyed 2,400 marketing and creative professionals across the US, UK, Australia, France, Germany, and Spain, highlights how AI has become an indispensable part of modern marketing strategies.
One of the most striking findings of the report is the surge in AI investments. An overwhelming 94% of respondents allocated funds for AI in 2024, and 75% expect to increase these investments in the coming year. Despite economic uncertainties, 62% of marketers anticipate that their AI budgets will grow by at least 25%, emphasizing the technology’s vital role in driving business growth.
However, alongside this rapid adoption, marketers face several challenges. The vast array of AI tools available has left 64% of respondents feeling overwhelmed, making it difficult to select the right solutions for their needs.
Additionally, 61% of marketing leaders struggle with integrating new AI technologies into existing workflows, while 45% feel pressured to adopt AI tools without a clear strategy. Another major concern is measuring the effectiveness of AI initiatives—about one-third of marketers admit they find it difficult to assess the success and return on investment of their AI-driven efforts.
Despite these hurdles, the benefits of AI adoption are undeniable. The report finds that 85% of marketers have reclaimed at least four hours per week thanks to AI-powered tools, which translates to an entire workday saved every two weeks. Beyond efficiency, AI is also fostering creativity. Seventy-seven percent of marketers agree that AI tools have enhanced their team’s creative capabilities, a significant increase from 69% in 2023.
The report also highlights a growing level of trust in AI. Nearly 89% of respondents say they trust GenAI tools, marking a substantial rise in confidence compared to previous years. Moreover, 86% of organizations have implemented AI use policies, ensuring a structured and responsible approach to AI deployment.
However, despite this increased trust, human oversight remains crucial—94% of marketing professionals continue to review and refine AI-generated outputs to maintain accuracy and brand consistency.
As AI’s role in marketing expands, the importance of AI literacy is becoming more evident. The report reveals that 92% of leaders believe AI literacy will be a critical skill for marketing professionals within the next two to four years. Recognizing this need, companies like Canva are actively investing in AI training initiatives, such as the “AI Impact” program, to equip their teams with the necessary skills to stay competitive in an evolving digital landscape.
Canva’s 2025 report paints a clear picture of a transformative era in marketing, where generative AI has evolved from a novel innovation to a fundamental part of strategic planning. While challenges like tool saturation and integration difficulties persist, the benefits in terms of efficiency, creativity, and business impact are undeniable.
As AI continues to develop, fostering AI literacy and maintaining human oversight will be crucial in ensuring that this technology serves as an enabler of innovation rather than a replacement for human creativity.
