AI momentum in UK marketing shows no signs of slowing, with 64% of UK marketers planning to increase their investment in 2025.

According to HubSpot’s 2025 State of AI in Marketing report, 76% of marketers say AI tools make their teams more productive, and the same percentage report they are already seeing real returns on investment.

The findings suggest that AI is no longer just a promise, but a proven performer.

Policy and Structure Struggling to Keep Apace With Implementation

However, while results are strong, many businesses are still catching up on the foundations needed to support sustainable AI adoption.

Policies, training, and structured processes are often being built after the fact, leaving marketers using AI every day without clear guardrails or enough time to learn effectively. Adoption is high, but the infrastructure and guidance required to support it are lagging behind.

Formal policies on AI usage remain inconsistent across the UK marketing landscape.

Only 36% of UK marketers say their company actively encourages AI through official policies, while 31% say it is only “somewhat encouraged.”

Meanwhile, 20% report that restrictive policies limit their AI use, and over one in ten (11%) say their company has no AI policy in place at all. The result is a patchwork approach, with some teams experimenting freely while others hold back due to uncertainty over risks, responsibilities, and regulatory challenges.

Mark Barry, VP and Managing Director of EMEA at HubSpot, commented: “UK marketers are showing incredible momentum when it comes to AI, not just in how quickly they’re embracing new technology but in the results they’re already achieving. The next opportunity is to turn this momentum into long-term advantage through smarter enablement: policies that evolve with practice, training that meets people where they are and strategies that scale with ambition.”

What Are the Barriers to Entry?

Despite enthusiasm, practical challenges remain the biggest barriers to further progress.

More than half of UK marketers (53%) cite data privacy and compliance as a major obstacle to AI adoption, while 43% say a lack of time or training hinders strategic use.

Additionally, 38% point to disconnected tools, which reduce efficiency and add complexity. These operational hurdles highlight the need for stronger infrastructure as AI becomes increasingly embedded in areas like customer communication, analytics, and brand reputation.

Companies are beginning to respond by offering practical support to marketing teams. Among UK marketers surveyed, 51% say they have access to workshops and learning sessions, 49% are provided with company-paid access to AI tools, 40% have access to external consultants or advisors, and 36% are offered structured training programmes.

At the same time, many marketers are taking AI learning into their own hands. A total of 59% are taking online courses, 59% are using internal company resources, and 53% are leveraging video content from platforms such as YouTube or TikTok. This blend of formal and informal learning underscores both marketers’ initiative and the gaps that remain in standardised training and guidance.

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Despite these challenges, the momentum behind AI adoption remains strong. Nearly half of UK marketers (49%) describe themselves as eager to use AI, and 69% believe they are capable of spotting AI errors when they occur – signalling a growing confidence and fluency in using the technology.

Looking to the future, 74% of marketers believe that most people will use some form of AI or automation in their jobs by 2030, while 69% agree that full implementation of AI within their own company could unlock unprecedented growth.

The overall picture is one of progress and potential. AI adoption is high, optimism is growing, and as companies put the right policies, training, and tools in place, the path to scaled and sustainable AI-driven marketing looks increasingly within reach.