Closing The Marketing Gaps: Making The Most Of AI Beyond Mere Adoption

By nearly all appearances, the rise of AI would be considered a boon for the marketing industry.

Yet, as Typeface describes it, marketing is “at a breaking point,” where AI-empowered demand only grows but teams “stuck in slow, fragmented workflows” can’t keep up.

“Typeface’s 2025 survey of 200+ U.S. marketing leaders reveals a widening gap between aspiration and execution — and a growing recognition that AI must move beyond pilots if marketing is to keep pace,” says the executive summary of The Typeface Signal Report, which found 95% see rising demand and nearly half (47%) unable to deliver true campaign personalization.

In addition, 60% see decreased spending because of AI, with 83% believing full automation further reducing agency spend. Considering AI users are already 4 times more likely to keep up with content demand (66% to non-AI users’ 14%) as well as far more likely to launch campaigns in 2 weeks or less, the efficiencies seen from AI are hard to ignore.

(Source: Typeface)

“While AI promises transformation, the reality reveals both dramatic advantages for adopters and systematic barriers to scaling,” the report says. “These aren’t incremental improvements — they represent fundamental capability gaps that create lasting competitive advantages.”

Typeface recommends the following to marketers “ready to move beyond AI experimentation toward transformation:”

• “Orchestrate workflows” that shift “from individual tools to collaborative platforms”
• “Reclaim time for strategy and creativity”
• “Scale with trust,” adhering to compliance and brand governance as well as data quality.

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