Nearly 40% of Marketers Using AI Report Increased Conversions and Inquiries: Survey on the State of AI in Marketing

In recent years, the rapid spread of generative AI tools such as ChatGPT and Gemini has begun to significantly transform workflows and strategies in web marketing.

Previously, tasks such as market analysis, content creation, ad operations, and performance measurement were primarily conducted manually. However, an increasing number of companies are now delegating parts of these processes to AI, aiming to improve both efficiency and results.

To better understand how AI is being used in web marketing, we conducted a survey targeting individuals who have experience in website management or digital marketing roles within companies. The survey explored how AI is being applied, what results have been achieved, and what challenges remain.

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Survey Overview: "Survey on the Current State and Outcomes of AI Utilization in Web Marketing"

Survey Method: Online survey

Survey Period: April 28 to May 8, 2026

Target Respondents: Individuals (male and female) who, in a pre-survey, answered "Yes" to having experience in website operation, management, or digital marketing within a company

Number of Respondents: 702 in pre-survey / 25 in main survey

Conducting Organization: NEXER Co., Ltd.

Survey Questions:

Question 1: Does your company use AI (including generative AI) in web marketing initiatives?

Question 2: When did your company begin using AI in web marketing?

Question 3: Which AI tools are you using in web marketing? (Multiple answers allowed)

Question 4: To what extent do you plan to use AI in web marketing in the future?

Question 5: Which web marketing tasks are you currently using AI for? (Multiple answers allowed)

Question 6: Which task shows the highest effectiveness (or perceived usefulness) with AI?

Question 7: Are there any tasks where you previously used AI but saw no benefit, or are currently not using AI? (Multiple answers allowed)

Question 8: After implementing AI in web marketing, which outcome best describes your experience?

Question 9: To what extent have conversion rates or inquiry volumes increased?

Question 10: To what extent have operational workloads been reduced?

Question 11: Please describe the most successful AI-driven web marketing initiative.

Question 12: What factors contributed to the success of your AI-powered web marketing? (Multiple answers allowed)

Question 13: What challenges do you face in using AI for web marketing? (Multiple answers allowed)

Question 14: In which areas would you like to strengthen AI usage in web marketing in the future? (Multiple answers allowed)

Question 15: How do you plan to invest in AI for web marketing going forward?

Question 16: How important do you think AI in web marketing will become in the future?

Over Half of Companies Now Use AI in Marketing; 72.0% Including Those Considering Adoption

Combining "actively using" and "using in some tasks," 52.0% of companies are already leveraging AI in web marketing, indicating that over half have adopted AI.

Additionally, 20.0% are currently considering adoption, bringing the total—including those planning—to 72.0%.

Although generative AI has only become widespread in recent years, AI use in web marketing is no longer limited to a few pioneering companies but is spreading across the entire industry.

Most Commonly Used Task: "Data Analysis"

"Data analysis" was the most frequently used task, at 53.8%. This was followed by "SEO," "content creation," and "customer management/follow-up," each at 38.5%.

While AI-generated content often grabs headlines, the actual situation shows broad adoption, particularly in data analysis.

Task with Highest Perceived Effectiveness: "Market Research and Competitive Analysis" (23.1%)

The highest perceived effectiveness was reported for "market research and competitive analysis (information gathering)" at 23.1%.

Interestingly, "data analysis," which led in usage (53.8%), ranked lower in perceived effectiveness at 15.4%, indicating a gap between "tasks being used" and "tasks delivering results."

Nearly 70% Report Some Form of Improvement After AI Adoption

Combining "reduced workload," "increased conversions/inquiries," and "both," 69.3% of respondents reported some form of improvement, meaning nearly 70% of AI users perceive enhanced outcomes.

Notably, about 40% reported an increase in conversions or inquiries, suggesting AI is not only improving efficiency but also directly boosting performance.

Moreover, 0.0% reported negative outcomes, indicating that while results vary, AI adoption rarely leads to significant negative consequences.

Increase in Inquiries: "10% to less than 30%" Most Common (60.0%)

The most common increase in conversions and inquiries was "10% to less than 30%" (60.0%), with 20.0% reporting "30% to less than 50%."

While not extreme, these figures suggest AI is delivering measurable improvements in lead generation and conversions.

Workload Reduction: "10% to less than 30%" Most Common (42.9%)

For workload reduction, "10% to less than 30%" was the most common response (42.9%).

While not revolutionary, this indicates steady progress in efficiency gains.

A notable number also reported reductions of "30% to less than 50%," showing AI is contributing to improved productivity in daily operations.

Biggest Challenge: "Lack of Internal Understanding" (46.2%)

The most frequently cited challenge was "lack of internal understanding" at 46.2%.

Rather than tool accuracy or budget, the main bottleneck appears to be organizational readiness—companies are not fully embracing AI as a strategic priority.

36.0% Plan to Increase AI Investment

"Planning to increase investment" was the top response at 36.0%.

More than one in three web marketing professionals intend to increase their AI investment, reflecting growing confidence in AI's value.

80.0% Believe AI Will Become Important in the Future

"Will become very important" (48.0%) and "will become somewhat important" (32.0%) combined to 80.0%, indicating a strong consensus on AI's growing importance.

Even among those not currently using AI or facing challenges, 80% still believe it will become important, signaling that AI adoption in web marketing is becoming an industry-wide expectation.

Reasons for "Will Become Important":

・Competitors are already using AI (Male, 70s)

・Other companies are adopting AI (Male, 40s)

・AI use directly impacts corporate performance (Male, 60s)

・Without AI, efficiency improvements are difficult