Australian marketers are leading the way in AI adoption, with 87% saying they had allocated for AI in 2024, while 79% said budgets for AI would increase this year, according to “The State of Marketing & AI Report”, from Canva.
The report examined the trends in GenAI adoption, investment, and impact across the global marketing landscape. It also found 50% anticipate budget increases of at least 25%, while 81% see AI becoming an essential part of their long-term strategies.
The research was, conducted in partnership with Morning Consult and surveyed 2,400 marketing and creative leaders across Australia, the United States, the United Kingdom, France, Germany and Spain to provide a deep understanding of why organisations are doubling down on AI to stay ahead of the curve and to uncover gaps hindering its full potential.
In the past, there was excitement about AI’s potential, but concerns about privacy and stifling creativity were strong and measuring its impact seemed far off. Since then, the adoption of GenAI has gained significant momentum across the marketing industry and usage within teams is now widespread.
Canva’s latest report confirms a clear shift in mindset that’s moving from cautious experimentations to strategic investment. Among the drivers of the mindset shift toward AI is efficiency with 87% of respondents saying they are reclaiming the equivalent of a full workday every two weeks and saving at least four hours per week thanks to GenAI tools.
The report noted that about 15% are saving 10+ hours a week. But only 64% consistently measure AI’s impact, leaving more than a third (36%) without a clear understanding of what the technology can fully unlock for marketing and creative teams.
While the majority of respondents (94%) trust GenAI tools, 95% still apply human oversight, reviewing and refining outputs in ways that ensure accuracy, quality, and brand consistency. However, 29% cite limited customisation options for adhering to brand guidelines as a major frustration. Overall, concerns about brand safety (23%), data privacy (23%), and impact on creativity (11%) are most pressing, leading 82% to implement AI use case policies to guide responsible adoption.
The Canva report noted that while AI has an increasing significance, marketers believe the AI market is highly saturated, with 68% saying there are too many GenAI tools available. Nearly half (46%) feel pressured to adopt new tech, it’s difficult for them to land on the right solutions.
The report noted that even after adoption, 60% struggle to integrate new AI tools into their existing workflows. In addition, more than a quarter (28%) admit they don’t know how to measure the success of GenAI initiatives or determine ROI, despite investing significant resources. This contrast underscores a key reality: marketers see AI as essential but many are still figuring out how to maximise its application and value.
AI literacy is also seen as a critical skill. As adoption accelerates and integrations deepen, marketers are leading this transformation with the vast majority (93%) open to letting their teams experiment with AI tools. Looking ahead, 95% believe AI literacy will be a must-have skill in the next two to four years.
Marketers are enticed by the prospect of unlocking new avenues for innovation, productivity and creativity, according to the Canva report. The top applications attracting the most interest from autonomous agents are tracking brand sentiment and flagging potential issues. Campaign monitoring, measurement and optimisation and personalisation for diverse audience segments are also top of mind.
“AI in marketing is no longer an experiment—it’s an essential strategy. If you’re not leveraging GenAI to drive creativity, efficiency, and measurable results, you’re already behind,” said Zach Kitschke, CMO of Canva.
“The shift from exploration to execution is happening fast. Marketing leaders need to move beyond incremental AI adoption and integrate it as a core pillar of their strategy. That means choosing the right tools, empowering their teams with AI literacy, and measuring impact. Those who get this right will not only unlock new creative possibilities but also drive real business outcomes.”