The share of marketing tasks automated by artificial intelligence is projected to rise from approximately 16 percent today to 36 percent by 2028, according to a survey published by Gartner in May 2026. The survey gathered responses from marketing leaders about their expectations for AI-driven automation across campaign management, content production, audience targeting, and performance analysis.
The Gartner research also cited projections that 40 percent of enterprise applications will embed AI agents by the end of 2026, a development that would accelerate autonomous decision-making across marketing and sales technology stacks.
A separate finding from Deloitte, referenced in the report, found that 74 percent of enterprise organizations plan to deploy agentic AI systems, but only 21 percent have established governance frameworks considered mature enough to oversee autonomous AI operations.
The gap between adoption intent and governance readiness is a common pattern in enterprise technology deployments, where technical rollouts often precede the development of internal policy and oversight structures.
Gartner recommended that marketing technology leaders build governance frameworks in parallel with AI deployments rather than treating compliance and oversight as steps to be addressed after systems go live.
Source: Gartner -- https://www.gartner.com/en/newsroom/press-releases/2026-05-11-gartner-survey-reveals-marketing-leaders-expect-ai-automation-of-marketing-work-to-double-to-36-percent-by-2028