The U.K. and EU marketer’s guide to the state of AI

Two-thirds of marketers across the globe use AI tools in their daily work, according to HubSpot’s “2025 State of AI in Marketing Report.” It’s a notable percentage of the workforce — but it’s not nearly as staggering as the percentage of marketers in the U.K. who use these tools.

The report, which was released this summer and surveyed over 1,500 global marketers, found that a whopping 84% of U.K. marketers use AI tools at work. Saving time is a big factor, with 86% saying they save at least an hour a week on data analysis and reporting tasks through the use of AI, 76% saying the same of media content creation, 70% saving time by automating direct brand messaging or conversational marketing, and 67% saving time on market research.

From April 2024 to July 2025, the percentage of U.K. advertisers who were using generative AI in their workflows in at least one case rose from 9% to 41%, the Incorporated Society of British Advertisers reported earlier this year. And it’s efficiency that’s driving that rate of adoption — 62% of U.K. advertisers said saving time and money is the main focus of their use of generative AI.

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