Marketing and sales lead AI adoption but training lags
The use of AI in marketing and sales has accelerated dramatically, but training has not kept pace. A new study from General Assembly shows 68% of professionals in the US and UK already use AI at work. Over half (51%) are relying on AI agents to automate multi-step tasks. Yet fewer than one in five have received role-specific training, leaving most professionals to self-teach or navigate generic instruction.
Who is using AI—and how
Adoption is strongest in the UK, where 75% of respondents report using AI. Sales leads with 74% adoption, while marketing follows at 64%. Professional services show the highest uptake overall at 84%. Usage patterns vary: most engage with AI a few times daily, but 15% use it up to 19 times a day, and 5% use it 20 times or more.
The most common applications include:
- Content creation (57%)
- Market research and analytics (49%)
- Sales operations (47%)
- Customer relationship management (42%)
- Advertising (41%)
Other tasks include campaign planning, social media management, and event support.
Read Also
- Best eCommerce Plugins for WordPress 2025
- Russia Blocks Websites
- The Big Lie of Artificial Intelligence
Risks and governance gaps
Nearly half of professionals admit to using unapproved AI tools. Finance leads this trend, with 56% relying on unauthorized platforms. Access to AI also remains fragmented: 47% use company-approved systems, 21% depend on free tools, and another 21% use employer-paid platforms of their choice. Without consistent guidance, employees decide on their own, creating risks for compliance and brand safety.
The AI training gap
The survey revealed that 32% of professionals have had no AI training at all. Another 20% received training too broad to apply, and 15% received only theoretical instruction. Only 17% benefited from role-specific education. Confidence in AI use reflects this gap: while 65% feel confident, more than a third are unsure or unprepared. Respondents expressed a desire for self-paced learning modules, practical case studies, and peer-based workshops.
Impact on productivity
AI saves time and enables more strategic work. Two-thirds of respondents say it freed time for higher-value tasks, and more than half report improved productivity. Nine in ten believe AI helps teams make faster decisions. Still, 22% saw no productivity gains, and 18% claimed it added extra work. Only 39% are certain AI boosts revenue, though 54% agree it improves customer experience.
Why role-specific training matters
The findings underscore the need for tailored AI education. Non-users often cite lack of training and tool confusion as barriers, showing that better training could expand adoption. As General Assembly’s Jourdan Hathaway explained, “Sales and marketing teams have been early adopters of AI, but a persistent skills gap prevents them from reaching their full potential. Every department now requires role-specific training to manage AI agents responsibly and protect brand safety.”
The adoption of AI in marketing and sales proves its value, but without structured training, teams risk inefficiency, compliance issues, and missed opportunities. Closing the training gap is essential to maximize AI’s benefits while minimizing its risks.
