Sanoma’s survey: This is how artificial intelligence is used in marketing – 5 key points
The aim of the survey conducted by Sanoma was to investigate the use of AI in marketing by Finnish companies at the moment and in the future. The study addressed the benefits, obstacles, and hindrances related to the use of AI, as well as the level of expertise in its use in marketing.
In addition, the survey explored interest in receiving support from partners in the use of AI and how AI development is expected to transform marketing organisations, partnerships and media purchases over the next 3-5 years.
1. AI has been adopted but its use varies
61% of Finnish marketers already use AI in marketing to at least some extent, but only 13% use it extensively. Larger organisations are clearly more active.
2. Use is still very restricted, content-driven
The three most common uses are content ideation (69%), content production (67%), and advertising design or optimisation (43%). More advanced areas, such as data utilisation, targeting and measurement, are still underdeveloped.
Over the next 3-5 years, the greatest potential of AI will be seen in the efficiency of routine work, the automation of content optimisation, and the increase in personalisation. New roles are also emerging. Over half of the respondents believe that AI will significantly change marketing.
3. The biggest obstacle is expertise, not willingness
58% identify a lack of skills as the biggest obstacle. Other obstacles include integrations (47%), finding suitable tools (46%) and data protection risks (43%).
42% consider their team's ability to use AI in marketing to be very or quite good, although only 2% consider it to be very good. The larger the organisation, the more expertise the team is believed to have.
4. Management wants assistance from a partner more than anyone else
75% of marketing and business management representatives are interested in support form a partner, significantly more than other respondent groups. The most help is needed in measurement and reporting (60%), advertising optimisation (52%) and target audience analysis (48%).
5. Marketers fear generic content and value authenticity
In the open-ended responses to the survey, a strong concern emerged that AI will make marketing similar and impersonal. Authentic, brand-consistent and distinctive content is still considered important. High-quality context and credible media are a competitive advantage even in the age of AI.
Overall, clear potential is seen in AI, but its use is approached with caution, and a responsible attitude is called for and the role of humans is emphasised.
The target group of the survey was Sanoma’s corporate customers (entrepreneurs and marketing decision-makers/participants in companies), with 141 respondents participating in the study. The study was conducted by IROResearch Oy on behalf of Sanoma Media Finland. The data collection period was 28 April–15 May 2026.
