PRIZMA Co., Ltd. (https://www.prizma-link.com/) has conducted a survey titled 'Survey on the Actual State of AI Utilization and LLMO Countermeasures in Marketing' targeting 1,032 individuals responsible for marketing operations.

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"In the coming AI era, how should we deliver our company's information effectively?" — Many marketing professionals may be struggling with this question.

This survey is a fixed-point study based on the same questions as a previous survey conducted in December 2025, capturing market changes approximately six months later.

The white paper, which includes not only the survey data but also comprehensive analysis and insights, is available for free download below.

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Survey Theme: Survey on the Actual State of AI Utilization and LLMO Countermeasures in Marketing

Survey Period: July 2, 2026 (Thu) – July 6, 2026 (Mon)

Survey Method: Internet survey via PRIZMA's PR research platform "PRIZMA"

Number of Respondents: 1,032

Survey Target: Monitors who responded as being responsible for marketing duties at the time of the survey

Survey Conducted by: PRIZMA Co., Ltd.

Monitor Provider: Sacrisa

More than doubled in just six months! AI-powered information gathering now used by over 40% of marketers, becoming the top method

First, we asked about information-gathering methods related to marketing strategies. Comparing the results with similar survey data collected in December 2025, we observed significant changes in how marketers gather information.

[Changes in Marketing Strategy Information Gathering Methods (December 2025 vs. July 2026)] ■ Use of AI tools for search and AIO (AI summarization and response functions) ・December 2025: 22.6% ・July 2026: 44.6% (★ More than doubled)

The highest response in this survey was for 'using AI tools for search and AIO (AI summarization and response functions)' at 44.6%. Just six months ago, AI tool usage for information gathering was only around 20% of respondents, but it has now surged to 44.6%—nearly doubling—and has become the most widely used method among marketers. This suggests a strong preference for AI tools that deliver desired information in a compact, pre-summarized format.

In other words, as marketers increasingly adopt AI, companies relying solely on traditional advertising or SEO may risk being excluded from marketers' information networks. From this perspective, AI countermeasures have become essential.

Other popular methods include 'industry-specific media and news sites (36.6%)', 'webinars and conferences (34.7%)', and 'requesting materials (white papers or reports) (31.6%)', all of which ranked higher compared to six months ago. This indicates that marketers are no longer relying solely on internal information but are proactively seeking valuable external insights through media, events, and specialized documents.

Therefore, for companies providing information, consistently engaging in 'multifaceted and active external information dissemination'—such as media exposure, hosting webinars, and publishing materials (white papers)—has become an essential condition for being selected by information-sensitive marketers.

A dramatic shift: from over half saying 'not using AI' to over 90% now incorporating AI into daily operations

Next, we examined the specific status of AI utilization in marketing operations.

Comparing the results with data from the December 2025 survey, it became clear that on-site adoption has advanced significantly.

[Status of AI Utilization in Operations (December 2025 vs. July 2026)]

Percentage of respondents who answered 'already using extensively' or 'using partially' ・December 2025: 44.4% ・July 2026: 94.0%

When combining those who said they are 'already using extensively (45.4%)' and 'using partially (48.6%)', over 90% reported incorporating AI into their operations.

In the December 2025 survey, over half of respondents answered 'not using AI,' but in this survey, that number has dropped to less than 10%.

AI has now far surpassed the phase of being a tool companies 'hesitate to adopt' and has become an 'everyday essential tool' that supports daily operations, indispensable in the workplace.

ChatGPT is the most recommended AI tool

So, which tools are actually being used and supported in the field? We asked marketing professionals who use AI in their work, 'Which AI tool do you recommend the most?'

The AI tools most supported by marketers in the field are 'ChatGPT (37.7%)' and 'Gemini (22.0%)', forming a two-way dominance and capturing a majority.

Notably, 'Adobe Firefly (7.8%)' for image generation and 'Gamma (7.3%)' for efficient slide creation follow closely. This reveals that marketers are wisely selecting tools that directly support practical marketing tasks—not just daily writing and research, but also banner creation and proposal document preparation.

As AI tools become increasingly integrated into daily operations, we also asked where professionals obtain the latest AI-related information.

The highest response was for 'official release notes,' but communities and YouTube also ranked highly.

Precisely because marketers constantly pursue the latest trends, they are proactively absorbing practical know-how—'actionable insights that can be immediately applied to real marketing strategies'—from communities and videos, while also capturing first-hand information directly from developers.

FACT BOX

  • Source: PR TIMES
  • Category: Survey