Tech Marketers Set the Pace as AI Leaders

Summary

New research commissioned by ActiveCampaign and conducted by Talker Research finds that marketers in tech and startup companies lead the broader marketing community in AI adoption and maturity. The study of 1,000 US marketing professionals (211 in the Tech & Startup segment) shows near-universal AI use at work, higher proportions of advanced and expert users, and a group of “power users” who push comprehensive AI integration across marketing activities.

Key findings include high adoption and maturity rates, stronger confidence among power users, cautious transparency about AI use, and encouragement for other industries to invest in skills and workflow integration to avoid falling behind.

Key Points

Tech & startup marketers report the highest AI adoption: the segment shows near-universal AI use for work and higher rates of using AI for marketing activities.
AI maturity is higher in tech/startup: 31% identify as advanced users and 19% as expert users versus 26% and 15% across all industries.
Power Users drive deep adoption: tech & startup Power Users use AI across marketing activities more often (94% use at least one activity; 33% use all three).
Confidence builds with use: 90% of tech/startup Power Users say more AI use increases confidence in their work quality.
Transparency remains limited: only 37% of marketers disclose AI use (51% among tech marketers), though 85% of disclosers received positive public response.
Methodology: Talker Research surveyed 1,000 US marketers (21% Tech/Startup segment) between 21 May and 12 June 2025; analysis commissioned by ActiveCampaign.

Why should I read this?

Because if you’re in marketing and not paying attention to how tech peers use AI, you’re letting the competition sprint ahead. This short piece gives the quick stats you need to benchmark your team — who’s using AI, how sophisticated they are, and where transparency actually helps rather than hurts. Nice and punchy: learn the gaps, whether to skill up your team, and why integrating AI into workflows matters now.

Context and Relevance

This study is useful for marketing leaders and CX professionals mapping an AI roadmap. It confirms a wider trend: tech and startup marketers moved AI from experiment to core competency faster than other sectors. The findings underline two practical actions for non-tech teams — invest in skill development to climb the AI maturity curve, and work on safe, clear transparency about AI use to gain reputational benefits.

For vendors and strategists, the results highlight an opportunity: companies still at basic adoption risk losing ground as AI-native competitors refine automation, personalisation and measurement. For practitioners, the takeaway is tactical — build training, embed AI into workflows, and treat disclosure as a net positive when handled correctly.