UK marketers outpace policy as AI investment & ROI surge

New research from HubSpot indicates that the pace of artificial intelligence (AI) adoption among UK marketers is outstripping the development of formal company policy and guidance structures.

London has surpassed New York as the world's second-largest AI hub, highlighting the rapid growth and strategic importance of AI in the region. According to the 2025 State of AI in Marketing report, 76% of UK marketers have observed tangible returns on investment (ROI) from utilising AI tools. Despite these positive outcomes, only a third of those surveyed stated that their organisations have established formal guidelines for the use of these technologies.

Investment and policy gaps

The report reveals that 64% of UK marketers intend to increase AI investment in 2025. However, only 36% say their companies actively encourage AI adoption through official policy. More alarmingly, over one in ten marketers report the complete absence of an AI policy within their place of work. This variance contributes to a fragmented approach in which some teams adopt and test new AI tools quickly, while others remain cautious due to uncertainty, restrictive policies, or lack of guidance.

Mark Barry, VP and Managing Director of EMEA at HubSpot, commented on the disparity between adoption and enablement:

UK marketers are showing incredible momentum when it comes to AI, not just in how quickly they're embracing new technology but in the results they're already achieving. The next opportunity is to turn this momentum into long-term advantage through smarter enablement: policies that evolve with practice, training that meets people where they are and strategies that scale with ambition.

Structural barriers

The study identifies several practical obstacles that limit AI's broader adoption among UK marketing teams. The most significant concerns cited by respondents are data privacy and compliance (53%), insufficient time and training resources (43%), and fragmented technology ecosystems (38%). These challenges, rather than resistance to change or cultural barriers, are seen as primary roadblocks to the strategic use of AI.

As AI becomes more deeply integrated into key marketing processes, concerns over data usage, system compatibility, and staff readiness are rising. This highlights a clear need for stronger foundational structures supporting responsible and effective AI deployment, particularly where customer communications, analytics, and brand management are concerned.

AI training and self-development

Some UK organisations are responding to these needs by providing practical support and learning opportunities for staff. The report notes that 51% of UK marketers access workshops and learning sessions, 49% have company-funded access to AI tools, 40% receive input from external consultants or advisors, and 36% participate in structured internal training programmes.

Simultaneously, marketers are taking a proactive approach to skill development. Over half report pursuing self-driven learning strategies, with 59% enrolling in online courses, 59% leveraging internal company resources, and 53% learning from online video platforms like YouTube or TikTok. This dual approach of formal and informal education suggests a knowledge gap remains, compelling many teams to supplement their understanding of AI independently.

Long-term outlook

The prevailing sentiment among UK marketers appears to be one of cautious optimism. Nearly half (49%) describe themselves as enthusiastic about using AI, and 69% believe they are equipped to identify errors made by AI systems. Looking to the future, 74% predict that most employees will utilise some form of AI or automation in their roles by 2030, while 69% agree that comprehensive company-wide implementation could produce unprecedented growth for their organisations.

The report presents a picture of high adoption rates paired with a growing sense of control and expertise, but also underscores the ongoing need for well-defined policies and accessible training. Marketers continue to drive AI forward, balancing immediate benefits with the longer-term goal of building robust, scalable frameworks for responsible use.