AI in marketing and sales outpaces training, survey finds
Marketing and sales teams have been among the first to put AI to work. From accelerating content creation to optimising routine tasks, AI tools—and now AI agents—are becoming part of daily routines. But adoption is moving faster than training, leaving many professionals without the skills to use these tools effectively.
A new study by General Assembly, which surveyed more than 300 professionals in the US and UK, found that 68% already use AI at work. Over half (51%) are using AI agents—autonomous systems that can handle multi-step tasks without constant oversight. Yet fewer than one in five (17%) have received job-specific AI training. The rest are relying on generic training, self-teaching, or no training at all.
Who’s using AI—and for what
AI use is most common in the UK (75%), with sales teams (74%) ahead of marketing (64%). Adoption is especially strong in professional services, where 84% report using AI. Most respondents use it a handful of times each day, but a small group treats it like an all-day partner—15% use AI 10–19 times a day, and 5% use it 20 times or more.
The most common uses include:
- Content creation (57%)
- Market research and analytics (49%)
- Sales operations (47%)
- Customer relationship management (42%)
- Advertising (41%)
Other tasks include social media management, campaign planning, lead generation, and event support.
Risks and gaps in governance
AI’s benefits are clear, but its use doesn’t always match company policies. Almost half of respondents (48%) admit to utilising unapproved tools, with finance professionals taking the lead at 56%.
Access to AI is uneven. Nearly half (47%) use company-approved tools, while 21% rely on free public platforms and another 21% use whatever tools they choose, paid for by their employer. Only 11% are obliged to use AI, while most are either encouraged or left to decide on their own. Without clear guidance, professionals are making their own calls—sometimes in ways that may create compliance or brand safety risks.
The AI training gap in marketing and sales
The research highlights just how rare role-specific training is.
- 32% have had no training at all
- 20% received training that was too broad
- 15% had training focused only on theory
- 16% sought out their own
That leaves only 17% with training tailored to their roles.
Confidence levels mirror this gap. While 65% believe they are confident in utilising AI, more than a third are unsure, and some not confident at all. Respondents want better options, asking for self-paced online modules with industry examples, updated training as AI changes, workshops on practical use cases, and peer learning.
Impact on work and performance
AI has helped many teams save time and focus on higher-value tasks. Two-thirds say it has freed up time for strategic work, and more than half report higher productivity. Nine in ten believe it helps their teams make faster decisions. But results aren’t consistent: 22% say AI hasn’t improved productivity, and 18% feel it has added extra work.
Confidence in its effect on the bottom line is mixed. Only 39% are certain it boosts revenue, though 54% say it improves customer experience.
Why role-specific AI training is critical for marketing and sales
For professionals who haven’t adopted AI yet, the main barriers are lack of training, confusion about which tools to use, and data privacy concerns. Most of these non-users also haven’t received formal training—suggesting that better education could bring more people on board.
Jourdan Hathaway, General Assembly’s Chief Business Officer, said: “Sales and marketing teams have been early and avid adopters of AI, but a persistent skills gap prevents them from reaching their full potential.
Generic, one-size-fits-all AI training might have worked three years ago. Today, every department needs role-specific training. As AI agents handle increasingly complex tasks, it’s critical to brand safety and governance that marketing and sales teams have the skills to implement and manage them effectively.”
(Photo by charlesdeluvio)
See also: Optimising for AI search – a guide
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