60% of Marketers Using AI Report Improved Efficiency and 55% Believe AI Increases Their Market Value

Amplitude, Inc., the leading digital analytics platform (CEO: Spenser Skates), has released the results of a new survey on AI usage among 500 marketers in Japan. The results reveal a significant performance and productivity gap between marketers who use AI and those who do not. Notably, 55.2% of AI users believe their market value and income will increase with the rise of AI tools.

Summary of the Research Findings

This survey compared the work practices of 250 marketers who use AI tools at least once a week with 250 marketers who do not use AI at all. Key insights include:

1. Time Savings: 56.8% of AI users said it now takes less time to handle the same workload than a year ago, roughly double that of non-AI users (25.6%).
2. Performance Evaluation: AI users were significantly more likely than non-AI users to describe their work as “efficient (48.8%),” “productive (50.4%),” and “satisfactory in content (50.0%) and outcome (50.8%).”
3. Perceptions of AI: 72% of AI users said AI is essential to their work, compared to just 28.8% of non-users. Additionally, 44.4% of AI users see AI as a “powerful partner for business improvement,” while only 11.2% of non-users shared this view.
4. Market Value Outlook: 55.2% of AI users believe their market value and income will increase in the future (vs. 21.2% of non-users). Furthermore, 48.4% of users think marketers who cannot use AI will see their market value decline.

Most Common Time Savings: 1-3 Hours per Week (41.6%)

AI users most frequently reported saving “1-3 hours per week” (41.6%), followed by “3-7 hours” (21.2%) and “less than 1 hour” (14.0%).

When asked if they consider their current workflow efficient, 48.8% of AI users agreed, compared to 25.6% of non-users—a gap of 23.2 percentage points.

Moreover, more than half of AI users believe AI tools have a positive impact on their marketing teams, with 31.6% stating that “overall team performance will improve” and 26.8% stating that “performance gaps between team members will narrow”. Marketers using AI are experiencing not only personal improvements but also enhanced productivity and outcomes at the team level.

AI Users Are More Confident in Their Market Value and Income: AI Seen as a Value Creator, Not a Job Taker

When asked about their future market value and income, 55.2% of AI users say they expect an increase, compared to just 21.2% of non-users—more than a 2.5x difference. Additionally, when asked about the future market value of marketers unable to effectively use AI tools, 70% of AI users responded that it would decline in some form. This suggests that marketers increasingly view AI tools as a resource to embrace in order to enhance their career success.

There was also a marked difference between AI users and non-users in how they approach AI tools. Among AI users, 44.4% view AI as a “partner” in their work, compared to only 11.2% of non-users, indicating that direct experience with AI correlates with a stronger recognition of its value. Conversely, 32% of non-users, versus 17.2% of users, reported feeling both excitement and concern toward AI, suggesting that non-users, while interested, maintain a cautious stance.

This partnership is paying off: more than half of AI users reported that 40% or more of their best-performing work over the past year was AI-assisted, clearly indicating that collaboration with AI contributes to significant gains in both productivity and work quality. Meanwhile, non-users are cautiously optimistic about the impact of AI with a majority (55.6%) recognizing its necessity in marketing operations. With 23.6% of non-users admitting they don’t really understand AI, education will be key to closing this gap.

Top 3 Use Cases for AI: Research, Data Analysis, Business Content Creation

The most common uses of AI among marketers were: research (36.4%), data analysis (34.0%), and business content creation (33.6%). AI users also reported tangible benefits such as improved efficiency (44.8%), higher quality output (36.8%), and increased idea generation (30.0%).

Furthermore, 72% of AI users believe AI will become “essential for marketers,” compared to just 28.8% of non-users. This suggests that those already integrating AI into marketing recognize its future necessity more strongly, while non-users remain cautious, viewing AI primarily as a supplementary tool.

Cautious Trust in AI: Oversight Preferred, Security and Ethics Remain Key Concerns

Only 9.6% of AI users and 2.4% of non-AI users indicated that they would be comfortable fully trusting AI tools to run marketing campaigns on their behalf. On the other hand, a significant portion, 55.2% of AI users and 28.8% of non-AI users, responded that they would be willing to let AI tools run their campaigns, provided that there is a review or an oversight system of some sort. This indicates that while full trust in AI tools is yet to be established, many marketers believe that, with proper safeguards, AI could be effectively integrated into practical workflows.

Regarding their concerns over AI usage at work, there is little difference between the two groups. The top concern for both groups is “risks of data leaks or security issues”, cited by 26% of AI-users and 18.8% of non-AI users. This is followed by “copyright or ethical concerns” (16.0%, 10.0%). These findings suggest that fostering a secure environment and establishing clear usage guidelines will be essential to further promoting AI adoption.

Comment from Kaori Nieda, Country Manager for Japan, Amplitude Analytics: “Marketers use AI tools at work an average of roughly twice per week, with 11.4% using them daily, and among all white-collar job types they are the least likely to report not using AI at all (23.6%). This survey clearly shows that AI is no longer just a trend in marketing—it’s a decisive factor for performance. Almost 60% of AI users have cut down their working hours, and over 70% believe AI is essential to their work moving forward. The fact that nearly half of users view AI as a partner in value creation highlights a fundamental shift. This virtuous cycle—where working with AI improves analytical skills—is at the core of Amplitude’s vision for data democratization. We are committed to building an environment where every marketer can evolve into a strategic partner through the power of data and AI.”

Survey Overview

Title: Survey on AI Usage Among Marketers

Period: July 7th to 13th, 2025

Respondents: 500 marketing professionals in Japan (250 AI users, 250 non-AI users)

Method: Online survey