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The integration of artificial intelligence into marketing is delivering productivity gains, but the results are often incremental rather than transformative. According to Emplifi's "The State of Social Media Marketing in 2026" report, a significant 82% of marketers agree that AI tools have improved productivity. However, the gains are modest for nearly half, with only 35% reporting a significant increase. The report, based on a survey of over 560 marketers, highlights a critical shift from AI experimentation to execution, alongside persistent challenges like team burnout and the need for more intelligent workflows.
82% of marketers report AI has improved their team's productivity.
However, 47% say the increase is only moderate, not significant.
Over half (52%) of marketers report feeling burnt out sometimes or often.
67% of marketers plan to increase their influencer marketing budgets in 2026.
Short-form video is a top priority, with 73% focusing their strategy on it.
Data privacy (27%) and technology integration (23%) are top AI concerns.
While AI adoption is widespread, the report reveals hurdles preventing marketers from achieving maximum value. Key challenges include data privacy concerns (27%), technology integration issues (23%), and limited skills (21%). This suggests that simply having AI tools is insufficient; marketers need smarter workflows and seamless integration to move beyond incremental gains. The findings indicate that the next era of marketing will be won by teams that can effectively operationalize AI tailored to their specific business needs.
The report also outlines key strategic priorities for the coming year. Influencer marketing is set for major growth, with 67% of respondents planning to increase their budgets, and more than half (58%) investing in virtual influencers. User-generated content (UGC) is considered important by 82% of marketers, though only 31% actively encourage or incorporate it. For social media strategy, short-form video is the dominant focus, with 73% of marketers prioritizing it to achieve goals like increasing engagement, improving brand sentiment, and generating leads.
Emplifi's report underscores a pivotal moment in marketing. The focus is shifting from acquiring new AI tools to optimizing their use within sustainable work structures. Success will depend on leveraging technology to amplify human creativity and connectivity, thereby reducing burnout and driving more meaningful, results-oriented marketing outcomes.
Emplifi is a leading social media marketing platform, empowering brands to deliver meaningful, connected experiences across digital channels. Recognized as a Leader by renowned analysts and celebrated as a customer favorite, Emplifi provides innovative, data-driven insights and AI-powered tools to help brands optimize social media performance, elevate their influencer marketing strategies, and deliver impactful customer engagement across marketing, commerce, and care.
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