Canva: 87 Per Cent Of Marketers Now Investing In Ai

Canva’s latest report on Ai in marketing highlights a shift from experimentation to strategic investment, with 87 per cent of marketers dedicating budgets to Ai in 2024 and 79 per cent planning to increase spending in 2025.

Growing Investment In Ai

Canva’s 2025 “The State of Marketing & Ai Report” surveyed 2,400 marketing and creative leaders, including 500 from Australia. The report found that Ai adoption has gained momentum, with 81 per cent of respondents considering it critical to long-term strategy.

The study, conducted with business intelligence firm Morning Consult, examined the motivations and challenges of organisations integrating Ai into marketing. Findings indicate that nearly half of marketers feel pressured to adopt new technology, but many struggle to identify the right solutions.

“Marketing leaders need to move beyond incremental Ai adoption and integrate it as a core pillar of their strategy,” said Canva CMO Zach Kitschke. “That means choosing the right tools, empowering their teams with Ai literacy, and measuring impact.”

Challenges In Ai Adoption

Despite high adoption rates, 68 per cent of respondents said there are too many Ai tools available, making it difficult to choose the right solutions. After adoption, 60 per cent reported challenges in integrating Ai tools into workflows.

More than a quarter of marketers (28 per cent) admitted they do not know how to measure the success of Ai initiatives or determine return on investment. While 64 per cent of marketing teams measure Ai’s impact, 36 per cent lack a clear understanding of its value.

Time Savings And Efficiency Gains

One of Ai’s primary benefits is efficiency. The report found that 87 per cent of marketers are saving at least four hours per week through Ai tools, with 15 per cent saving more than ten hours.

“Ai in marketing is no longer an experiment—it’s an essential strategy,” Kitschke said. “If you’re not leveraging Ai to drive creativity, efficiency, and measurable results, you’re already behind.”

Human Oversight Remains Key

While 94 per cent of respondents trust Ai tools, 95 per cent apply human oversight to refine outputs and maintain accuracy. Customisation remains a challenge, with 29 per cent citing difficulties in aligning Ai-generated content with brand guidelines. Concerns over brand safety, data privacy, and creativity were also highlighted, leading 82 per cent of organisations to implement Ai use policies.

Ai Literacy As A Critical Skill

With Ai integration expanding, 93 per cent of marketing leaders said they are open to their teams experimenting with Ai tools. Looking ahead, 95 per cent believe Ai literacy will be a must-have skill within the next two to four years.

Interest in agentic Ai — where Ai systems operate autonomously — is growing. Marketers are particularly interested in Ai applications for tracking brand sentiment, campaign monitoring, measurement, and audience personalisation.

The Future Of Ai In Marketing

As Ai becomes embedded in marketing strategy, organisations are expected to refine their approach to maximise impact. The report underscores the need for better measurement tools and clearer frameworks for Ai implementation.

Canva’s full report provides insights for marketing and creative leaders looking to integrate Ai effectively. The findings suggest that those who embrace Ai and refine their strategies will gain a competitive edge in an evolving digital landscape.

Methodology

Canva commissioned Morning Consult to survey 2,400 business leaders responsible for software purchasing decisions in marketing and creative roles. Respondents included 500 from the United States, 500 from Australia, 500 from the United Kingdom, 300 from France, 300 from Germany, and 300 from Spain.

Last Updated on March 5, 2025 by Nick Ross