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AI adoption is accelerating rapidly: 62% of marketing organisations now use AI formally, up from 48% last year. Generative AI is gaining significant traction (36% usage), particularly for tasks like text generation (40%) and idea creation (29%). However, strategic implementation is lagging. Just 15% use AI for personalisation and only 19% for predictive analytics — applications that impact core marketing processes.
Growing use, lacking governance
As AI adoption increases, the need for coherent policy becomes more urgent. Yet only 29% of organisations have a formal AI policy that covers both internal and external use. Meanwhile, 39% have no policy at all. Building AI literacy and capabilities also remains a challenge: 33% of organisations report no focus on skills development, and just 14% consider AI expertise a top marketing competency.
Despite being data-driven and technologically equipped, many marketing departments and service providers remain stuck in an adolescent phase: the tools and ambition are there, but structure, consistency and collaboration are still lacking. “AI is not just a toy for early adopters — it’s a major strategic concern,” says Judith Oude Sogtoen, Managing Director at DDMA. “Technology directly influences marketing, and by extension, commercial performance. We see a sector accelerating its digital transformation, but sometimes splintering in execution. That’s exactly why we need a unified vision on AI — not only about what is possible, but especially how to implement, govern and justify it.”
AI as economic catalyst — or risk of falling behind
Marketing occupies a strategic AI crossroads — a role that extends beyond its own discipline. As a field that blends technology, data and creativity, marketing is a driver of innovation and growth. AI can amplify that impact — if organisations invest now in skills, policy and strategic applications. If not, the gap between leaders and laggards — constrained by lack of knowledge, resources or urgency — will widen. That will have immediate consequences for competitiveness and organisational agility.
About DDMO 2025
The Data Driven Marketing Survey (DDMO) is an independent initiative from DDMA and the DDMA Committee on Data, Decision & Engagement. It annually tracks how the Dutch marketing sector uses data and technology, highlighting opportunities, challenges and ethical concerns. DDMO 2025 is based on responses from 532 Dutch marketing professionals (2024: n=520), recruited via the GfK panel, all of whom confirmed that their work primarily involves marketing activities.
Further information
Key insights from DDMO 2025 will be published on www.ddma.nl starting 10 July (AI deep dive) and late August (data-driven maturity deep dive). For questions or press inquiries, please email info@ddma.nl.
Brenda van den Berg
Joost Gipman
Lydia de Haan
Mark van der Vlies
Nanda Appelman
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