The AI knowledge gap: What 51% of marketing leaders are missing 

The AI knowledge gap: What 51% of marketing leaders are missing 

Here’s a surprising fact from our latest research: while 93% of marketers are now using AI tools, more than half say they don’t really understand how AI works. Think about that for a moment – we’re all rushing to use something we’re not quite sure about. 

At Receptional, we’ve just completed our second annual AI Marketing Readiness Report, working with the University of Bedfordshire Business School to understand how marketers are adapting to AI. What we found was fascinating. 

Why are marketers obsessing about AI ? 

Why are we moving so quickly? Because AI feels different from previous tech changes. Remember when computers were just for specialist programmers? Then came the graphical user interface (GUI) – those friendly icons and menus that meant anyone could use a computer. That was revolutionary. It changed everything about how we work. 

Now AI is doing the same thing. It’s not just another tool – it’s changing how we think about marketing itself. The speed of change is incredible – faster than we saw with smartphones or even the internet. 

The numbers tell an interesting story: 

– 91% of us use AI for writing content 

– 44% create images with AI 

– 39% use AI assistants 

– Only 22% use AI for data analysis 

See what’s happening? We’re mostly using AI for the obvious stuff – writing. But we’re missing some of the biggest opportunities. It’s like having a smartphone and only using it to make calls. 

The biggest missed opportunities 

Our research reveals three key areas where leading teams are pushing ahead: 

1. Better data analysis: Marketing teams are using AI to spot customer trends and predict campaign performance before spending their budget. The AI tools are getting better at finding patterns humans might miss. 
2. Smarter personalisation: While most teams still use basic personalisation, our research shows the leaders are using AI to adjust entire marketing campaigns based on customer behaviour patterns. 
3. Automated customer insights: The most advanced teams in our study use AI to analyse customer service interactions, social media engagement, and review sentiment – spotting problems and opportunities early. 

Getting started: Four ways to close the knowledge gap 

Our research has uncovered some practical approaches that work. Here’s what successful teams are doing:

1. Pick one problem. Solve it well

Instead of trying to learn everything about AI, choose one task your team does regularly. Something that takes up too much time. Master that before moving on to the next challenge.

2. Make learning part of your routine

Set aside one hour each week for your team to experiment with AI tools. Think of it as “AI playtime” – a sandbox where people can test ideas without pressure.

3. Use what you already know

Your marketing knowledge is more valuable than technical AI skills. The most successful teams combine their existing expertise with AI capabilities.

4. Start with what costs you most

Look at where your team spends most of their time or budget. That’s your opportunity for the biggest immediate impact. 

First mover advantage is real 

Here’s something clear from our research: teams that started early with AI aren’t just ahead – they’re pulling further ahead each month. Why? Because AI has a compound learning effect:

1. Your tools get better as they learn from your data

The more you use AI, the more it understands your brand, your customers, and what works for you.

2. Your team gets more confident

Teams that started early have moved past the basics. They’re using AI for more advanced applications while others are still getting started.

3. You learn what really works

Early adopters have had time to test, fail, learn, and improve. That knowledge is becoming a serious competitive advantage. 

The gap is widening – it’s not too late to start 

The gap between leaders and followers is widening. But – and this is crucial – it’s not too late to start. Most marketing teams are still in the early stages with AI. The real question is: what will you try first? 

Take the next step: download our AI Marketing Readiness Report 

Want to know exactly where you stand with AI?  

Download our complete AI Marketing Readiness Report . You’ll find detailed insights from 129 marketing leaders, practical tools like our AI Readiness Compass, and specific steps to accelerate your AI journey.  

Our practical diagnostic tool looks at six key areas:  

1. Your strategic approach and leadership 
2. Your team’s skills and confidence 
3. How ready your data and systems are 
4. How well AI fits into your daily work 
5. Your approach to using AI responsibly 
6. How you measure and demonstrate results 

The AI Compass is designed to help you navigate the seismic shift in AI, wherever you’re starting from. 

Get your copy at: AI Marketing Readiness Report