Key Takeaways from HubSpot’s 2025 AI Trends Report

In their latest 2025 AI Trends for Marketers report. HubSpot goes beyond the hype and delivers a clear-eyed look at how marketing teams are actually using AI: what’s working, what’s not, and what’s next. If your AI strategy still revolves around “let’s see what ChatGPT can do,” you’re already falling behind.

AI is becoming infrastructure, not just a tool

66% of marketers globally are already using AI, mostly through features embedded in tools they already know (hello Google Gemini and Zoom AI Companion). But AI-mature teams are going far beyond that—automating reporting, personalizing campaigns, and building internal tools.

"AI isn't just software. It's how modern marketing teams work."
— Kieran Flanagan, SVP of Marketing, HubSpot

Everyone wants in, but few know how

Yes, nearly every team plans to invest more in AI in 2025. But only half of employees are eager or ready to use it. That mismatch shows a massive opportunity (and challenge) in education, enablement, and mindset.

Top barriers to AI adoption:

• 41%: Data privacy concerns
• 39%: Lack of time or training
• 34%: Tools don’t connect well with existing systems
  

If you’re looking for ways to implement AI effectively in your marketing strategy, send us an email at hubspot@actuado.com.

Content is still king—but now it’s multimodal

AI-generated content is still the most common use case, especially for:

• Emails and newsletters (51%)
• Social media posts (49%)

• Blog posts (46%) 

But the real power comes from repurposing across formats. Marketers are using LLMs to spin one flagship piece into video, podcast, TikTok content, and more—instantly.

The real ROI? Time

75% of marketers report measurable ROI from AI; mostly in productivity gains and faster execution.

A few impressive numbers:

• 64% report increased productivity
• 55% report time savings
• 50% shorter sales cycles in some case studies

And when AI is deeply integrated into workflows? That’s where the big wins happen.

The maturity gap is real

HubSpot breaks AI maturity into 5 stages:

Experimenting → Adopting → Integrating → Advancing → Transforming.

Most teams are stuck somewhere between dabbling and piloting. Only the top 5–10% are treating AI as a core part of strategy and infrastructure. Is AI something your team uses, or something your business is built on?

Personalization is the prize

With 96% of marketers agreeing that personalization increases buyer loyalty, AI is now the engine behind hyper-personalized experiences. The shift? From targeting segments… to targeting individuals.

AI will change how we hire

New roles are emerging fast:

• Prompt engineers
• AI-savvy content creators

• Internal AI enablement specialists 

And the must-have skills? Data literacy, continuous learning, and knowing how to collaborate with AI (not just use it).

What is the way forward?

Create the marketing AI assessment & action plan:

1. Where are you now?
2. Build your AI strategy
3. From strategy to action
4. Moving to full maturity

Get the AI action checklist in the 2025 AI Trends for Marketers report. 

Do you want to learn more about using AI in marketing and sales? Send us an email at hubspot@actuado.com.