According to LinkedIn, 95% of B2B marketers use AI at least weekly, and 65% use it daily. LinkedIn’s latest research shows just how rapidly this shift to automation is unfolding. With virtually all B2B marketers now using AI regularly, organizations are investing heavily in new AI capabilities. 

As AI’s technology evolves, the conversation centers around how to use it effectively and responsibly; shifting away from the initial question of using it in the first place. LinkedIn’s insights highlight priorities for marketing teams in 2026: not just understanding why AI matters now, but how to best integrate it into daily workflows and strengthen the skills required to use it. 

Why Marketers Are Turning to AI

Artificial intelligence is moving from emerging technology to core business infrastructure. Organizations are increasing investments in AI to improve efficiency and strengthen decision-making. 

As adoption continues to rise, AI is quickly becoming a standard capability within modern marketing strategies. This rapid growth is driven by clear business value. One example is that AI can help marketers complete tasks more efficiently. As more organizations invest in AI-powered tools, the technology is becoming embedded in marketing teams’ operations. 

In February 2026, OpenAI secured a record $110 billion funding round, backed by companies including Amazon, Nvidia, and SoftBank to accelerate the development and deployment of AI technologies.  

This funding communicates a clear message: AI is no longer optional. It is now a fundamental part of how marketing and PR professionals compete and grow. 

AI Brings Greater Efficiency

As adoption increases, AI is becoming part of marketers’ everyday work. Marketing and PR professionals are using it to support a range of tasks, including drafting campaign messaging, analyzing data, generating content, and building presentations. AI tools also help automate routine tasks, allowing marketers to spend more time focusing on strategy and creative direction. 

Many marketers report that AI helps reduce the time spent on repetitive tasks, giving teams more capacity to develop campaigns, experiment with new ideas, and reach additional audiences. According to Marketing Brew, “AI enables marketers to reclaim 13 hours weekly and work autonomously.” 

AI also supports faster campaign development. By assisting with research, ideation, and testing, it allows quicker movement from concept to execution while maintaining organizational voice. In this way, AI is not replacing marketers; it’s helping them work more efficiently and expand what they can accomplish. 

Marketing Teams Must Strengthen AI Literacy

Despite the rapid adoption of AI, many marketers still report limited confidence in their ability to use these tools effectively. According a LinkedIn study, “only 32% of respondents rated their expertise as ‘extremely good’, remaining flat from last year’s report. Even leadership is at a deficit, with just 38% of CMOs saying they feel highly confident in their AI skills. 

This gap highlights an important priority for professionals. They must invest in training and skill development to ensure they and their employees understand how to strategically use AI, not just for basic tasks. 

Upskilling may begin with practical applications such as using AI to draft campaign messaging, analyze performance data, or generate content variations. Over time, marketers can expand these capabilities to support more advanced uses such as predictive insights, audience analysis, and campaign optimization. 

Without this training, organizations risk underusing the technology or relying on it in ways that produce inaccurate or inconsistent results. AI tools still require human oversight, thoughtful prompting, and careful review to ensure outputs remain accurate and aligned with organizational standards. 

By building stronger AI literacy across teams, organizations can maximize the benefits while maintaining the strategic thinking and judgment that strong marketing requires. 

Strategy for Success

As LinkedIn’s research shows, AI adoption is growing rapidly and is now embedded in everyday marketing work. 

However, the organizations that see the greatest impact will not simply adopt AI tools. They will strategically integrate them into their daily tasks while investing in the skills needed to use them effectively. 

For organizations, the path forward is clear: invest in team training, maintain human review, and focus on using AI to strengthen the strategic and creative work that drives successful marketing. 

National PR Agency Credentials

Rosica Communications is a national social media PR agency that helps nonprofits, education organizations, schools, and animal health companies strategically optimize their digital presence. We integrate PR with SEO, content marketing, stakeholder communications, tradeshow PR, thought leadership, reputation management, and social media marketing to elevate share-of-voice and brand recognition across earned, owned, paid, and social media channels.   

To thoroughly measure PR and thought leadership programs, Rosica developed the most comprehensive PR and thought leadership measurement tool available today. The Thought Leadership Matrix™ assesses more than 20 indicators to benchmark influence and category/sector rankings over time.  

Learn more by scheduling a call with Chris Rosica, CEO and president of Rosica Communications: https://calendly.com/rosica/30min.