These days, AI isn’t just a trendy buzzword in marketing—it’s become a daily tool. In fact, 92% of marketers now use it in their work.
A big survey by SAP Emarsys, covering over 10,000 shoppers and 1,250 marketers, shows a split. On one hand, businesses see major benefits. On the other, shoppers are growing more skeptical, especially when it comes to handing over personal data. And if trust keeps slipping, it could undo all the progress brands are making with personalized shopping.
The adoption has been rapid. As Sara Richter, CMO at SAP Emarsys, puts it, “AI marketing is now fully in motion.” What used to sound futuristic is now part of everyday strategies.
The upside for marketers is clear. About 71% say AI helps them launch campaigns faster, saving two hours per campaign. That’s time they can put toward more meaningful work. In fact, 72% say they’re able to focus on bigger-picture, creative projects instead of getting stuck in repetitive tasks.
And it’s not just about efficiency—AI is driving results. Customer engagement is up for 60% of marketers, and 58% report stronger loyalty since bringing AI on board.
But here’s the problem: shoppers don’t feel the same way. Despite all the investment in personalization, 40% of consumers say brands don’t “get” them as individuals—a steep climb from 25% last year. Worse still, 60% of marketing emails are seen as irrelevant. That’s a lot of wasted effort.
The bigger issue is trust. A whopping 63% of global consumers don’t trust AI with their data, up from 44% in 2024. In the UK, the number jumps even higher, with 76% feeling uneasy.
This mistrust comes at a tricky time. A year after the EU introduced its AI Act, more than a third of UK marketers have reshaped their approach, and nearly half say their AI use is now more ethical. Still, 28% of marketers worry that strict rules could slow creativity.
As Dr. Stefan Wenzell, CPO at SAP Emarsys, puts it: regulation needs balance. Consumers must be protected, but innovation shouldn’t grind to a halt. For him, responsible AI means building trust through clarity, relevance, and smarter use of data.
For retailers, the takeaway is simple: show the value. When AI actually makes shopping easier or faster, people are open to it. Over half of consumers use AI to find products, compare prices, or come up with gift ideas. But they expect transparency and respect for their privacy.
Some brands are already leading by example. Take Gibson guitars: Head of Marketing Sterling Doak says their focus is on supporting creativity, not just automating tasks. “If AI helps my staff think more strategically and creatively, that’s a win,” he explains.
Australian retailer City Beach offers another success story. By using AI to spot customers at risk of leaving, they managed to win back 48% within three months. Their approach shows how AI can strengthen loyalty when it’s applied thoughtfully.
The common thread? It’s not about the tech—it’s about solving real problems for people. As SAP Emarsys calls it, we’re entering the “Engagement Era.” And with 64% of marketers planning to increase AI spending next year, the momentum is only growing.
The challenge now is closing the gap between marketing efforts and customer expectations. That means pushing past surface-level personalization, being upfront about data use, and proving that sharing information pays off with a better experience.
The AI revolution in marketing is here to stay. But if brands want to thrive, they need to remember one thing: behind every click, there’s a person.
