The State of AI in Marketing
Jan 23, 2026
The CMA's “Generative AI Readiness Survey,” powered by Twenty44 and conducted in October 2024 and published in May 2025 reveals critical insights into the current state of AI adoption among Canadian marketers:
- AI usage is on the rise, with 74 per cent of CMA members using generative AI tools at least weekly at work, surpassing the average for Canadian knowledge workers (62 per cent).
- 84 per cent of members feel positively about integrating AI tools into their daily work tasks.
- 68 per cent believe AI will make society somewhat or much better, while 83 per cent say it will improve their personal lives.
The research also highlights areas of improvement:
- 44 per cent of members are either unsure if their company has an AI policy or find it lacking.
- 56 per cent report receiving either no training on AI or ineffective training.
- 80 per cent report using free or paid personal AI accounts at work.
This Assessment offers a score across four essential dimensions of AI adoption, helping users determine their next steps concerning AI.
