Introduction

AI is reshaping sales and marketing, but while adoption grows fast, proper training isn’t keeping up. The gap is risky.

The problem it solves

Many sales and marketing teams use AI daily, yet most lack role-specific training. This leads to misuse, uneven results, and governance risks.

Quick Summary

AI tools and agents are becoming central to how sales and marketing teams work. In the US and UK, 68% of professionals already use AI, with half using AI agents that handle multi-step tasks. Adoption is highest in the UK and among sales teams. The most common uses include content creation, analytics, sales operations, and customer management.

But training lags far behind. Only 17% of professionals have received job-specific AI instruction, while most are self-teaching, relying on generic lessons, or working without any training at all. This mismatch creates risks, especially as nearly half admit to using unapproved tools, raising brand safety and compliance concerns.

The research shows AI has boosted productivity and decision-making for many, but the benefits aren’t consistent. Some report higher efficiency and freed-up time, while others find it adds complexity. Skepticism often comes from lack of training, unclear guidance, and privacy worries. Professionals want role-specific examples, self-paced modules, workshops, and peer learning opportunities to close the gap.

Without better training and governance, AI will remain uneven in impact. Companies need to go beyond “AI 101” and equip teams with role-based skills that match the complexity of today’s tools and responsibilities.

Key Takeaways

• 68% of sales and marketing professionals use AI, but only 17% have proper role-specific training
• AI is most often used for content creation, analytics, sales operations, and advertising
• Nearly half use unapproved AI tools, creating governance and compliance risks
• Most workers want flexible, ongoing training with real-world use cases
• AI improves productivity for many but still delivers uneven results
• Clear policies and measurable outcomes are key to scaling safe and effective AI use

What to do

• Invest in role-specific AI training tailored to marketing and sales tasks
• Provide ongoing updates and workshops as AI tools evolve
• Set clear governance: approved tools, privacy rules, and usage guidelines
• Track productivity, revenue, and customer experience to measure impact
• Encourage peer learning and knowledge-sharing to spread best practices
• Convert skeptics with practical, hands-on examples that match daily work

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