No matter your stance on AI, experiences abound to point out that almost all organizations and departments, particularly advertising departments, haven’t solely adopted this know-how, however proceed to make use of it.
Bluffton’s second annual “State of AI in Advertising and marketing Groups” report is one such report that illustrates that actuality. In our case, 81% of the 163 entrepreneurs surveyed stated sure to utilizing AI, and 62% of them stated their utilization had elevated considerably in comparison with the earlier yr.
However what concerning the remaining 19 p.c? That is about 30 individuals within the pattern who proceed to make use of AI. All issues thought of, this looks like a comparatively massive group, as AI appears to be invading all over the place you flip.
Let’s check out who these entrepreneurs are, the explanations for his or her resistance, and the way they actually really feel about AI and the way forward for our business. Some responses could shock you.
Firmographics: Who is not utilizing AI?
Deliberately or not, the overwhelming majority of people who find themselves nonetheless underutilized by AI by no means began utilizing it within the first place.
Of the 30 complete respondents who stated they weren’t utilizing AI in 2025, 63% stated they’d by no means used it, and 17% stated they might have used AI earlier than however selected to not use it in 2025.
AI non-users by business
The industries most represented within the former class (people who have by no means used AI) are:
- Nonprofit and social providers: 16.27%
- Software program and SaaS: 13.33%
- Well being and Wellness: 10%
- E-commerce, retail and distribution: 10%
It is no shock that nonprofit and social providers are on the prime. People are on the core of companies working in these areas, and AI will solely get in the best way of that.
One respondent working within the business commented:
“AI’s ‘slop’ has acquired fairly a adverse response from the voluntary and group sectors, significantly people who work very intently with artists, poets and writers. The continued plagiarism of AI’s work and the huge quantity of knowledge it accommodates obtained with out permission makes it extraordinarily tough to make use of AI in an moral method.”
The pattern within the latter class (used to make use of AI, however not in 2025) is way smaller, however consists of entrepreneurs working within the following areas:
- e-commerce, retail and distribution.
- well being and wellness.
- actual property.
- Software program and SaaS.
- Expertise and IT.
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AI non-users by firm dimension
In our pattern, massive firms with 51 to 500 workers had been almost definitely to not be actively utilizing AI.
- Small companies (1-20 workers): 30%
- Medium-sized firms (21-50 workers): 20%
- Giant firms (51-500 workers): 40%
- Enterprise (501+ workers): 10%
With out trying on the knowledge, it’s tempting to imagine that resistance to AI is concentrated in smaller organizations with fewer assets. However these numbers counsel in any other case.
Greater than half of AI non-users work for big firms with between 51 and 500 workers. Though our pattern is comparatively small, it means that the selection to not undertake AI is not only a matter of assets. In lots of instances, it seems to be a deliberate organizational determination slightly than merely an absence of funds or technical capability.
AI non-users by area
Though North America accounts for almost all of AI non-users in our examine, this largely displays the general base of respondents.
- North America: 64.52%
- Asia Pacific: 12.90%
- England: 12.90%
Why some firms do not use AI
The the explanation why some entrepreneurs and organizations are turning their backs on AI are very numerous, and for some, a bit of uncertain. 17% of respondents who stated they do not use AI weren’t certain why. Perhaps they’ve by no means acknowledged the potential or worth of know-how of their workflow, aren’t enthusiastic about studying new know-how, or just do not perceive why their firm is not adopting it.
Nonetheless, most respondents had clear the explanation why AI just isn’t a part of their martech stack.
- Ethical, moral, and/or environmental issues: 48%
- Insecurity within the high quality of AI output: 35%
- Information privateness issues: 30%
- Present AI instruments do not meet our wants. twenty two%
- not clear: 17%
- Funds deficit for AI instruments: 13%
- Lack of coaching/experience on AI programs: 13%
The highest 4 issues are, in some sense, intentional. Kind of intentional. These entrepreneurs and organizations deliberately select to not use AI for causes comparable to ethical and environmental issues, unreliability, knowledge privateness dangers, or poor strategic match.
Distinction these issues with these entrepreneurs had in final yr’s white paper. Word that there’s additionally a big distinction in pattern dimension for this explicit query between the 2 experiences. Final yr, solely 5 respondents stated why they do not use AI; this time, 30 respondents.
Nonetheless, this comparability gives an attention-grabbing take a look at how entrepreneurs’ issues have modified over the previous yr.
Final time, knowledge privateness issues topped the record, adopted by power use and environmental affect in fourth place. However this time, entrepreneurs’ private values and concern for the surroundings jumped to primary. Given the speedy growth of sprawling new knowledge facilities, it is comprehensible why there’s rising concern right here.
Do you have got plans to implement AI this yr (2026)?
We additionally requested entrepreneurs at organizations that have not but applied AI whether or not they plan to implement it in 2026. Here is what we heard:
- sure: twenty three%
- no: 33%
- not clear: 43%
This little bit of knowledge is attention-grabbing. Sure, one-third of entrepreneurs haven’t any plans to implement AI this yr. This looks as if a reasonably resolute stance. Nonetheless, practically half of them are nonetheless undecided.
This implies that many organizations might not be categorically against AI, however could merely be ready for higher instruments, governance, or solutions relating to ethics, privateness, and return on funding.
In fact, it could even be true that these individuals merely don’t perceive what the corporate’s determination makers try to do on the organizational degree.
We will probably be to see how these numbers change in our deliberate third version of this report.
Entrepreneurs with out AI: Their tackle know-how and the longer term
Entrepreneurs on each side of the fence – these at present utilizing AI and people not utilizing AI – have combined emotions about its future.
For instance, some entrepreneurs who actively use AI do not be ok with it, whereas some entrepreneurs who do not use AI stay optimistic concerning the know-how and its function in our work and lives. In fact, the reverse can be true. Some individuals are proud of AI and its future and are actively utilizing it, whereas others should not utilizing it and are extra pessimistic.
However let’s concentrate on those that confirmed that they’re. Not actively used love. Listed here are a few of the respondents’ views and views.
On the reliability and desirability of AI:
“I don’t assume generative or agentic AI instruments will ever be extra dependable or fascinating than they’re right now. There’s a ceiling for AI adoption in advertising, and we’re already near it.”
On the inevitability of AI:
“I am not eager on that in any respect. We dwell in a world the place there isn’t any manner round using AI, however it’s important that we do not exchange human parts like artwork, media and communications with synthetic intelligence.”
Accepting the inevitability of AI doesn’t essentially result in enthusiasm. A number of respondents acknowledged that AI is right here to remain, whereas on the similar time advocating cautious limits on the place and if it ought to be used.
Relating to usefulness and private selection:
“It may in all probability be a great tool to boost human advertising, and it’ll undoubtedly be used an increasing number of. However it is going to by no means be utilized in my firm.”
Relating to necessity and prudent use:
“It is right here, so it isn’t going away. We wish to use it fastidiously.”
Relying in your choice:
“I can see how that might assist, however I desire to see human-generated content material. I scroll previous all of the AI in each scenario.”
That is in all probability probably the most private solutions we acquired. This respondent just isn’t against AI in precept, however merely prefers human-created works and acts on that choice as a shopper.
About environmental safety and creativity:
“It is powerful. What we achieve when it comes to effectivity has little worth in comparison with what we lose when it comes to the surroundings, and I believe creativity is bankrupt.”
For some entrepreneurs, the dialogue goes far past productiveness. Considerations about creativity, environmental affect, and the worth of human work proceed to outweigh the effectivity features that AI can deliver.
About priorities and humanity:
“It exhibits that we worth productiveness over the whole lot else, over human expression, creation, and connection. I hate that.”
The destiny of markets and AI:
“The market is saturated and can ultimately be weeded out.”
Concerning the prospects of AI:
“Huge potential.”
It is quite simple. This marketer does not use AI, however is happy about its future capabilities.
About advantages and content material integrity:
“I believe it is helpful to have a place to begin for design and messaging, however you must preserve the human factor for accuracy and high quality assurance.”
These quotes assist illustrate the truth of entrepreneurs’ numerous opinions. AI non-users should not a monolith. Some are optimistic, some are skeptical, and a few are contradictory. Many acknowledge the potential of AI, however stay cautious about its affect on creativity, high quality, and ethics. Their views add vital nuance to an business dialog sometimes framed as adoption vs. resistance.
last ideas
With an adoption charge of 81%, it is easy to conclude that AI has turn into a solved downside in advertising. I imply, just about every other exterior sign will definitely make you’re feeling that manner. Nonetheless, our analysis means that this isn’t the case.
Whereas most entrepreneurs have adopted AI in some type, the remaining 19% remind us that adopting AI is not only a matter of maintaining with the know-how. For a lot of organizations, that call is rooted in belief, privateness, artistic philosophy, or strategic match.
Maybe most shocking is that many non-users don’t deny the capabilities of AI and even its necessity. As a substitute, they’re grappling with what widespread adoption means for his or her organizations, their industries, and the individuals who do the work.
It stays to be seen whether or not these issues will subside or intensify within the coming years. However understanding why some entrepreneurs nonetheless select to not use AI gives precious context for an business that’s usually portrayed as transferring in just one route.
Try our different blogs that element different sections of the newest report.
