Canva report: AI moves from experiment to essential

It’s official: the era of AI experimentation is over. Marketing leaders are no longer just testing the waters – they’re making strategic investments in generative AI (GenAI) to drive efficiency, creativity, and business impact.

This shift is highlighted in Canva’s 2025 “The State of Marketing & AI Report”, based on insights from 2,400 global marketing and creative leaders. Our survey of business leaders from the US, UK, Australia, France, Germany, and Spain provides a comprehensive look at why organizations are investing in GenAI tools to get ahead yet adoption alone is not a guarantee of success.

Investments in GenAI are surging

Not long ago, marketers were running experiments and small-scale AI pilots to see what they could accomplish with the new technology. Now, AI is not only a core pillar of long-term marketing strategy, but a critical – and growing – line item in marketing budgets globally.

We learned that 94% of those surveyed allocated AI budgets in 2024, and 75% expect to increase their investment this year. Even amid economic uncertainty, 62% of marketers anticipate AI budgets to grow by at least 25%. Marketers are no longer just experimenting with AI – it’s an essential tool for driving growth.

Too many tools, too few metrics

However, widespread adoption hasn’t always translated into smooth execution. The AI market is saturated, with 64% agreeing there are too many GenAI tools available, making it difficult to choose the right solutions. As a result, 45% feel pressured to adopt new tech and 61% struggle to integrate it into existing workflows. On top of that, one in three marketing leaders admit they can’t easily measure the success of their 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 get the most value out of it. Adoption alone isn’t enough – measuring impact, streamlining integration, and focusing on strategy are key to making AI work for real business growth.

GenAI is driving operational efficiency

Unfazed by initial obstacles, efficiency remains one of AI’s biggest selling points, and 85% are reclaiming the equivalent of a full workday every two weeks – saving at least four hours per week – thanks to GenAI tools. Beyond time savings, only 52% consistently measure AI’s impact, leaving many without a clear understanding of its overall impact. As marketers, we're always looking for better ways to connect with our audiences and make a bigger impact, often with limited resources. Running a team that's both creative and productive isn't optional – it's the only way to stay ahead in today's competitive market.

GenAI isn’t just making workflows smoother – it’s also unlocking creativity. Seventy-seven percent of marketers agree that GenAI tools boost their team's creativity, up from 69% in 2023*. The shift is clear: AI isn’t replacing human creativity – it’s amplifying it. From refining brand messaging to translating campaign assets and accelerating content production, AI is proving to be a game-changer in the creative process.

Human oversight is still essential – even as AI trust grows

As technology advances and attitudes evolve, trust in AI is increasing. According to our research, 89% trust GenAI tools and 86% say their organization has implemented an AI use case policy outlining how AI can be applied and effectively deployed. As adoption continues to rise, clear frameworks matter more than ever. It’s critical for organizations to set guardrails that promote the safe, responsible, and effective use of GenAI in the workplace.

Even with rising trust levels, 94% of marketers still carefully review, refine, and optimize AI-generated outputs to ensure accuracy, quality, and brand consistency. Instead of seeing AI as a replacement for human creativity and decision-making, marketers have shifted away from an either-or mindset, embracing AI as a collaborative partner. AI-powered tools help teams automate repetitive tasks, spark fresh ideas, and increase content outputs – while humans bring critical thinking, creativity, and strategic oversight.

AI literacy is emerging as a critical skill

AI is accelerating marketing like never before. As adoption grows and integrations deepen, marketing teams are moving faster – experimenting, iterating, and executing ideas with greater engagement and impact. Marketers are leading this transformation, with 86% open to their teams experimenting with GenAI tools. By encouraging a culture of experimentation and making AI tools easy to use and secure, we can turn AI’s potential into real-world results. In fact, a staggering 92% of leaders believe that AI literacy will be a must-have skill for marketing professionals within the next two to four years.

AI is transforming how we work at Canva. We’ve launched our company-wide "AI Impact" initiative, designed to empower our team of 5,000+ with the tools, training, and resources needed to seamlessly integrate AI into their workflows.

Our goal? Make AI literacy accessible to every team member – regardless of their role or technical background. From accelerating research to automating repetitive tasks and unlocking new creative possibilities, we’re empowering our team to work smarter, upskill, and lead in this new AI era.