AI Saves Marketers, SMBs 13 Hours a Week, Study Finds

Marketing automation platform ActiveCampaign surveyed 1,000 US-based professionals who deal with marketing tasks daily – including junior marketers, C-suite executives, and small business owners – on AI use and the technology’s impact on performance.

The study unveils widespread use of AI among marketers. Eighty-two percent of the respondents report AI use, with half using it daily, both in work and home settings.

Despite the high AI adoption rates, the study suggests that the majority of marketers don’t use AI to its full potential. According to ActiveCampaign, the effective marketer utilizes AI across “a high-performance marketing triad,” a framework consisting of three pillars: “imagine” (ideation and strategy), “activate” (creating and optimizing content), and “validate” (tracking results).

“When all three work in harmony, this cyclical process should amplify creativity, ensure execution is personal and effective, and guarantee every campaign is smarter than the last,” ActiveCampaign highlights in its report.

The study shows most marketers (63%) use AI to help them “imagine.” Usage drops to 59% for “activation,” and 53% for “validation.” Only 23% use it across all three pillars.

According to the survey, professionals who use AI save an average of 13 hours a week. Time savings are even higher for Power Users (those who use AI at work daily) – 14.8 hours. Interestingly, another study by Upwork found the opposite – AI increased employees’ workloads and decreased their productivity.

Aside from saving marketers time, ActiveCampaign’s study shows AI is also helping them save money. More precisely, AI saves marketers an average of $4,739 per month in operational costs. The number is even higher for those using AI daily – $5,299.

The study also explored AI adoption and sentiment among SMBs (small and medium-sized businesses). 75% of SMBs say using AI makes them more effective at competing with larger businesses, and 77% report improved confidence in work quality. However, a separate study by Fiverr revealed a more conflicted reality – many marketers feel anxious about AI.

ActiveCampaign notes that while SMBs often use AI for ideation, they fail to leverage its analytical power to boost marketing ROI.

“Small businesses have already demonstrated their ability to effectively adopt and implement AI. Now it’s time to deepen that expertise,” ActiveCampaign concludes, adding: “In this AI-sophisticated future, lean teams armed with the right tools can generate Fortune 500-caliber results, rendering workforce size a less meaningful differentiator than technical acumen.”