Marketers say AI aspirations get stuck in 'pilot purgatory' | MarTech

"The " 2025 Typeface Signal Report," found marketing teams are realizing that AI must move beyond initial experimentation to keep pace with market expectations. The report, which is based on a survey of 200 U.S. marketers, found marketing leaders face unprecedented pressure, with 95% reporting rising content demand. This demand crisis is illustrated by an 81-percentage-point gap between what is demanded and what teams feel capable of delivering."

"Despite the need for rapid output, 47% of leaders cannot deliver true campaign personalization, and only 14% feel completely confident they can keep up. AI adoption is also creating a significant "efficiency divide," the report found. AI users are four times more likely to keep up with content demand (66% vs. 14% of non-users), and 27% of AI users can launch campaigns in two weeks or less, a speed unattainable by non-users."

"Despite the clear benefits, the report found AI adoption is stalling because of "Pilot Purgatory" - an inability to move beyond the experimental phase. While 82% of marketers use AI for campaigns, most remain stuck in experimentation. A striking 82% of these users remain in pilot or experimental phases, failing to scale transformation across the enterprise. The majority, 61%, primarily use AI at the individual level, rather than adopting collaborative platforms."

Marketing teams face unprecedented pressure: 95% of leaders face rising content demand. An 81-percentage-point gap separates what is demanded from what teams feel capable of delivering. Forty-seven percent of leaders cannot deliver true campaign personalization, and only 14% feel completely confident keeping up. AI users are four times more likely to meet content demand (66% vs. 14% for non-users), and 27% of AI users can launch campaigns in two weeks or less. Sixty-nine percent of campaigns take three to four weeks, while 85% of leaders desire one- to two-week turnarounds. AI adoption is common but often stalled in pilot phases, with 82% of users remaining experimental and 61% using AI individually rather than collaboratively.

Read at MarTech