Most marketers say AI is the biggest upheaval in twenty years
Saturday, 7 November 2026 · Marketing & design · Full report · Evidence: Limited
HubSpot (industry research), 2026-11-06 | read: abstract only (full text is not open access)
What was found
HubSpot's 2026 State of Marketing Report says that most marketers it surveyed see artificial intelligence as the biggest shake-up their field has faced in two decades. About 61% named AI as the largest change in that span 1. Use of AI tools appears to be common in daily work. Roughly 80% of respondents said they use AI to help create content, such as written copy, and about 75% said they use it to produce media, such as images or video 1. Taken together, these figures suggest that AI has moved quickly from an experimental add-on to a routine part of how marketing teams work.
Who it applies to
The findings describe marketers, meaning the people who plan, write, and produce promotional material for companies and brands 1. The report does not say which countries, industries, company sizes, or job levels the respondents came from. It is therefore unclear whether the results hold equally for a small local business, a large global firm, or a specialist agency.
How strong the evidence is
Limited. This is a survey report from HubSpot, a company that sells marketing software, and only the abstract was read because the full text is not openly available 1. The abstract does not give the number of people surveyed or explain how they were chosen and questioned. It also does not break results down by region or industry. Surveys like this capture what people report and believe, not measured effects, and a vendor-run survey may draw respondents who already lean toward new technology. Without these details, it is hard to judge how well the figures reflect marketers as a whole.
What it means in practice
For people working in marketing, the report points to a field where using AI for content and media is becoming the norm rather than the exception 1. Teams that have not yet tried these tools may find that peers and competitors are already relying on them to draft material and produce visuals. Respondents treat the technology as a major force reshaping their work, so learning how to use it well, and how to check its output, is likely to matter more over time. The broad direction is clear, but the exact percentages should be read with caution until fuller methods are available.
Original source
- The 2026 State of Marketing Report (HubSpot (industry research), 2026-11-06)