AI is already embedded in how marketers create and launch campaigns, but most teams still lack confidence that they’re using it to its full potential. A report from Canva shows a divide between AI enthusiasm and real-world impact. The one fix it highlights is better AI literacy. Nearly all marketing leaders (92 percent) now say that knowing how to work with AI is a must-have skill over the next few years.

Integration and training are holding teams back. Many are investing more in AI tools, with 75 percent upping their AI budgets this year, but they don’t always know how to measure success or even where to start. Here’s the simple takeaway: if you want to compete, you can’t just have AI access. You need a team that’s trained, confident, and ready to use it every day, and you need to have metrics in place to determine how well the tools are being used.