Adoption of any new technology can take time, and this is especially true when the technology is complex. The rapid explosion of artificial intelligence tools has already changed how most marketing teams operate — but there are still some factors that are holding marketers back from fully embracing AI.

In our 2023 State of AI Report, we dove deep to understand how marketers are already using AI, and what barriers are causing hesitation for marketers who have been reticent to adopt this advanced technology.