One in ten UK marketers are using AI tools in secret because it is against company policy, according to new research from Optimizely.
Based on a survey of 100 UK marketers, the research uncovers an AI landscape marked by uneven adoption, disjointed tools, and compliance concerns, along with limited structures and systems to support effective AI use.
While 10 per cent of marketers are using AI behind their employer’s back, another one in ten admit they do not even know where to start with AI tools. One in three (28 per cent) say managing multiple AI tools makes performance tracking harder and 18 per cent report poor integration with the rest of their stack, creating additional barriers to delivering value at scale.
Compliance is another barrier. Nearly one in five (19 per cent) cite data privacy and governance concerns as blockers to wider adoption, raising the risk of disjointed results and uneven policies.
“AI is becoming part of everyday marketing, but without a clear framework and the right analytics to measure impact, it can slow teams down,” said Tina Nelson, product strategy director at Optimizely. “By using AI to power ideation and insights, as well as drive action in content, experimentation, and personalisation tools, marketers gain clarity into outcomes and create richer, more consistent experiences that drive growth.”
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