Marketers are embracing AI as a tool to enhance—not replace—their work. According to Iterable's Wakefield survey, 91% already use AI, and 69% believe it will create jobs. AI enables greater efficiency, creativity, and personalization at scale, from campaign automation to content generation. Tools like Predictive Goals and Copy Assist help brands like Redfin and Care.com optimize performance and customer engagement. The next frontier is explainable, optional AI that empowers marketers to make data-driven, human-led decisions. The report urges brands to bridge the data–engagement gap and prioritize authentic, emotionally resonant connections.

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