Why Mid-Market Companies Are Falling Behind in AI Marketing

Artificial intelligence has transformed how brands create content, target audiences, and measure success. Yet many mid-market companies remain hesitant to dive in fully. Recent data from eMarketer shows that while enthusiasm is high, full adoption still lags behind.

The Update

A 2025 survey of mid-market companies in the United States found:

• Only 27 % have fully adopted AI for marketing.

• 52 % are experimenting with partial implementation.

• 39 % say a lack of internal knowledge and technical skill is the main barrier.

This means the majority of marketing teams are missing out on the efficiency gains, personalization, and cost savings that AI now delivers across industries.

Why It Matters

AI tools are no longer optional for mid-sized businesses. They’re critical for keeping up with larger competitors who have already automated campaign optimization, lead scoring, and customer segmentation.

Companies that fail to integrate AI risk:

• Falling behind on personalization. Consumers expect real-time, relevant messaging that’s difficult to deliver manually.

• Higher marketing costs. AI can reduce ad spend waste by analyzing performance in real time.

• Missed growth opportunities. Competitors using AI can iterate and scale campaigns faster.

The gap isn’t due to a lack of access—AI tools are now more affordable and easier to implement than ever. The main challenge is education and leadership commitment.

How Businesses Can Close the Gap

1. Start small, measure impact. Automate one marketing task—like social scheduling or ad targeting—and track performance over 60 days.

2. Invest in training. Upskill existing marketing staff on how to use AI tools for content creation, analytics, and workflow automation.

3. Audit data readiness. Strong AI performance depends on clean, structured customer data.

4. Adopt integrated platforms. Use systems that combine CRM, automation, and AI analytics to avoid tool fragmentation.

5. Set clear governance. Establish internal guidelines for transparency, model bias, and human review before campaigns launch.

Key Takeaways

• Only 27 % of mid-market firms have fully integrated AI into marketing.

• Skill gaps, not technology access, are the main reason adoption lags.

• Starting small and training staff can create fast wins and measurable ROI.

• Companies that act now will gain a strong advantage as AI marketing matures.

Sources

• eMarketer: Smaller Marketing Firms Feel They’re Falling Behind on AI

• Forbes: How AI Is Changing Online Marketing for Small Businesses