Modern Retail+ Research: Marketers’ AI use rises, but tech skills stall
Culture Index
Score Breakdown
Relevance
15/25
Freshness
25/25
Authority
18/20
Brand Signal
4/15
Depth
3/15
5-Axis Cultural Radar
Modern Retail’s survey — which has been conducted annually since 2022 — found that marketers’ adoption of AI technology has risen significantly. In 2022, 44% of brand and agency pros said their companies were investing in AI technology. That percentage rose to 57% in 2023 and 71% in 2024, before hitting 86% in 2025.
