Why only 14% of marketers use AI daily (and how to join them)

Why only 14% of marketers use AI daily (and how to join them)

What’s the difference between marketers who get real value from AI and those who merely have the tools?

We’ve spoken to over 250 marketing leaders and uncovered a clear pattern: the most successful teams aren’t doing anything revolutionary – they’ve simply mastered the art of making AI part of their daily workflow.

Here’s what we learned about bridging the gap between having AI tools and using them effectively.

The AI adoption paradox

In an industry where odds change by the second and player preferences shift daily, AI promises to transform how we market betting and gaming products. But there’s a paradox.

When we partnered with the University of Bedfordshire Business School to study AI adoption, we found something surprising. Most marketers (93%) now use AI tools, which amounts to a revolution in how we work.

And yet, there’s a catch. We’re still dabbling with AI; we are not using it effectively. Only 14% of marketers use AI daily. Yet research tells us daily users see more significant productivity gains than occasional users. Compare that to WhatsApp; some 85% of WhatsApp users are on the app every day. It’s much ‘stickier’ than AI.

This suggests that while we all have AI tools, most aren’t using them effectively.

It’s not about the money

You might think this gap comes from a lack of investment, but our research suggests otherwise. Half of marketing teams spend less than 5% of their budget on AI technology, yet only 12% cite cost as a barrier to adoption. The real challenges lie elsewhere.

Three barriers holding us back

So, why aren’t we engaging more with AI? What’s holding us back? Our research identified three main barriers. I suspect these may feel familiar…

1. We’re missing skills and understanding.

Some 51% of marketers cite knowledge gaps as the main reason they’re not using AI more often, which is no surprise. The pace of change makes it difficult to keep up with the latest developments. The main tools – OpenAI, Google Gemini, Claude and the like are in a race which means:

• They frequently release new features and updates
• Each tool has a variety of models with different capabilities
• Mobile apps have different functions to its desktop counterpart

We’re all still learning, even the experts. When half of marketing leaders admit they don’t fully understand AI, we know we have a challenge. And, in iGaming, where compliance is crucial, understanding how AI fits within regulatory frameworks can be incredibly challenging.

2. There’s a lack of appropriate training

The second barrier is training. Some 35% of marketers say they can’t find suitable AI training. This is understandable. The technology moves so quickly that today’s training materials become tomorrow’s waste paper. It’s like trying to hit a moving target.

3. We’re struggling to connect

A third of us (35%) struggle to connect AI with our existing systems. Think about it: we’ve got our CRM, analytics, and workflows… and are trying to layer AI on top of them. Connecting AI with existing player management systems and responsible gambling tools presents unique challenges for the sector.

A universal challenge

Looking across the Atlantic, a survey by the AI Marketing Institute found similar results when asking US marketers about the challenges they face. American marketers are slightly ahead on adoption – 99% versus our 93%. They’re facing the same difficulties with training and are more vocal: 67% cite lack of training as their most significant barrier to using AI effectively. So, the challenges are the same whether you’re a marketer in the UK or the US.

Drowning in options

What’s more, new AI tools launch every week. We’re drowning in options, and knowing which to test is challenging. The choice is overwhelming; it feels like every developer in Silicon Valley is working on a different AI project! Yet when you try the tools, some are dreadful – overpromising and underdelivering – which can be dispiriting. When tools are released prematurely – before they’re fit for purpose – marketers can be forgiven for feeling overwhelmed.

Following the money

Microsoft, Google, Amazon, and Facebook, four of the world’s wealthiest firms, are racing to build the future, pouring billions into AI capabilities. This isn’t just talk. The chart shows that capital investment doubled in 2024 and will increase further in 2025. Moreover, the Trump administration is trumpeting the ‘Stargate’ project as a further $500 billion investment in AI in the coming years.

What does this mean for marketers? Well, in the years ahead, there will be significant changes in how our audience behaves, how we work, and the tools we use.

The widening gap

We can see the gap widening between marketing teams that have mastered AI and those still finding their feet. The leaders are building expertise, confidence, and competitive advantage. Others are hesitating. And every month, that knowledge gap grows.

For iGaming marketers, the stakes are exceptionally high. In a regulated industry with strict advertising guidelines and responsible gambling requirements, getting AI right isn’t just about efficiency – it’s also about compliance and player protection.

Your AI navigation tool

This is precisely why we developed the AI Compass – a straightforward way to assess where your marketing team stands with AI and identify clear next steps. Through our research with over 250 marketing leaders, we’ve seen what works, what doesn’t and what truly matters. We’ve distilled those insights into six key dimensions that determine AI readiness:

1. How aligned is your AI strategy with business goals?
2. What level of AI training exists in your team?
3. How ready is your marketing data and technology?
4. How well is AI integrated into your workflows?
5. How developed are your AI ethics and risk practices?
6. How effectively can you measure AI’s impact?

Think of it as your navigation tool. Just as a traditional compass helps you find your way, our AI Compass enables you to understand where you are – and, more importantly, where you need to focus next.

Take the next step for free!

That’s why we built The AI Compass—a simple, 5-minute assessment that helps you:

1. Measure your AI readiness – see how you compare to industry leaders.
2. Get clear next steps – practical actions for your team.
3. Learn from the best – insights from teams already using AI to transform their marketing.

We launch February 24th.

Sign up today for exclusive early access. 

The real investment isn’t in buying AI tools but in learning to use them well. Let’s start that journey together.