Observed Signal · Aug 11, 2026 · Research Report · Source: Adweek · Impact: 2/5 · Sentiment: Negative
Marketers Pushed to Use AI Without Adequate Training
A new ADWEEK-commissioned study by market research firm NewtonX finds a significant AI skills gap among marketers. The survey of 500 marketers reports that 69% said their companies mandate or strongly encourage AI use, yet 43% received no formal AI training. ADWEEK quotes Cynthia Chen, founder and CEO of fintech firm Kikoff, who runs internal “AI Days” to educate staff on use cases and compliance. The research warns that decision-makers shaping AI strategy may be the least equipped to evaluate it, posing organizational and regulatory risks as AI adoption accelerates across marketing teams.
The survey reveals a widespread AI skills gap in marketing — a practical operational risk as companies mandate AI use but fail to provide adequate training; relevant but not industry-shifting.
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Key Takeaways & Evidence Grounding
- NewtonX conducted a study on behalf of ADWEEK surveying 500 marketers.
- 69% of surveyed marketers said their companies mandate or strongly encourage using AI.
- 43% of surveyed marketers reported receiving no formal AI training.
- Cynthia Chen, founder and CEO of Kikoff, runs internal “AI Days” to educate employees on AI use cases and compliance.
- The study states: “The people making AI strategy decisions are the least equipped to evaluate them.”
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A joint survey by NewtonX and ADWEEK of 500 marketing professionals found a significant AI skills gap inside marketing organizations, with 81% of respondents saying marketers overstate their AI abilities and 47% saying senior leadership lags behind other employee levels. A separate Gartner study found just 15% of surveyed CEOs believed their CMOs had the AI savviness to lead in 2026. Gartner analyst Lizzy Foo Kune said many CMOs underestimate how fundamentally AI could reshape their roles. The findings highlight potential leadership and capability risks as marketing teams adopt AI.
Marketers Struggle with AI Confidence Despite Adoption Plans
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Study: AI Raises Long-Term Skills Challenges in Marketing
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