Marketers would invest additional working time in creativity
A recent survey of marketing managers from Germany and Switzerland shows how technologies such as AI are already influencing day-to-day work in the industry. Despite the widespread discussion about personalization and automation, the creative part of marketing remains central.
According to the study by Adobe and Techconsult, around 51 percent of respondents spend more than a quarter of their working time on creative tasks, with 22 percent even spending more than half of their time on this. If marketers had an extra hour a day, 36 percent would use it for creative work, while around 24 percent would invest more time in strategic tasks.
Planning, content and meetings
Nevertheless, everyday life in marketing remains characterized by multitasking: strategy development, content production, analysis and meetings account for over 70% of the daily workload. Particularly striking is the high level of openness among respondents to the use of AI to automate tasks such as reporting (20%), social media planning (19%) and content creation (16%).
Open for automation
The survey also shows that marketers see AI as a tool that makes their work easier and better. There is a great deal of openness to the use of AI - across all areas of activity. Reporting and performance analysis (20 percent), social media planning and posting (19 percent) and content creation (16 percent) are mentioned most frequently. However, classic fields such as email marketing (14%), lead generation and customer communication (10% each) and media planning (9%) are also considered suitable candidates for automation.
The survey was designed and conducted by Techconsult on behalf of Adobe. In April 2025, 206 German and Swiss marketing managers from a wide range of industries were asked about their day-to-day work.
