AI momentum in UK marketing: Challenges and opportunities ahead

AI momentum in UK marketing is strong and shows no signs of slowing down. According to HubSpot's 2025 State of AI in Marketing report, a remarkable 64% of UK marketers plan to increase investments in AI by 2025. An impressive 76% believe AI tools boost productivity, with the same percentage already witnessing tangible ROI. These figures indicate that AI isn't just about potential; it's genuinely performing.

Despite these promising results, many companies are not fully prepared. Businesses across the UK are still playing catch-up, hurriedly implementing policies, training, and processes. Marketers are leveraging AI daily, yet often lack adequate guidance or time to develop proficiency through practice.

While AI adoption is high, supportive frameworks need to catch up. Although most marketing teams actively use AI, consistent formal guidance is scarce. Only 36% of UK marketers report active encouragement from their companies through official policies, while 31% experience just partial encouragement. The rest face unclear or restrictive guidance:

• 20% encounter limited AI use due to restrictive policies
• 11% operate without any policy in place

This results in a patchwork approach, with some teams moving swiftly while others remain cautious due to uncertainties around risks or regulations.

According to Mark Barry, VP and Managing Director of EMEA at HubSpot, UK marketers are showcasing "incredible momentum" not just in quick tech adoption, but also in achieving significant results. "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.”

However, practical challenges persist, especially the need for stronger infrastructure as AI starts work in sensitive areas. Marketers are generally enthusiastic about AI, but report facing barriers such as:

• 53% highlight data privacy and compliance issues as hindrances
• 43% cite a lack of time or training as obstacles
• 38% deal with disconnected tools impeding efficiency

Some UK companies are providing practical resources to their teams with the most customary being:

• 51% of marketers have access to workshops and learning sessions
• 49% receive company-funded access to AI tools
• 40% benefit from external consultants or advisors
• 36% participate in structured training programs

Further, many marketers are taking matters into their own hands:

• 59% engage in online courses
• 59% leverage internal resources
• 53% use video content from platforms like YouTube or TikTok

This combination of formal and informal learning reflects both resourcefulness and a gap in universal training. Despite barriers, optimism thrives as nearly half of UK marketers express eagerness to harness AI. Additionally, 69% believe they can identify AI errors, signaling increasing control and fluency.

Their outlook remains long-term: 74% anticipate widespread AI adoption by 2030, with 69% associating full implementation in their companies with unlocking unprecedented growth. The momentum is tangible, promising a future where the right foundations can lead to significant scale.