German Companies Embrace AI as Top Marketing Trend Amid Skill Shortages

A recent Bitkom survey of 180 German companies reveals that artificial intelligence (AI) is viewed as the foremost marketing trend, with 84% of respondents expecting it to dominate the sector by 2027. This reflects a shift in marketing strategy, where 67% of companies believe future marketing success is unattainable without AI integration. Additionally, over half (51%) report that generative AI already manages significant creative marketing tasks, underscoring AI's growing role in shaping campaigns.

However, challenges persist, as 52% of firms acknowledge a current lack of necessary skills to fully utilize AI in marketing. Alongside AI, data-driven marketing remains highly relevant, with 62% of companies prioritizing it and 39% emphasizing personalized content. Marketing automation is even more prominent, considered important by 76% of participants, and currently implemented internally by 43% of companies.

Dr. Florian Bayer, a digital marketing expert at Bitkom, highlighted the pressure on marketing departments to deliver personalized content efficiently across multiple channels. He noted that AI not only supports this demand but also alleviates workloads, helping marketing evolve from a purely creative endeavor into a data- and technology-driven core business function.

While AI adoption in marketing surges, broader risks related to AI remain a concern for German enterprises. According to the Allianz Risk Barometer 2026, AI has risen sharply in perceived risk, moving from 10th to 2nd place, with 32% of experts cautioning about its operational, legal, and reputational threats. Despite this, almost half of respondents see AI's benefits outweighing its risks.

Overall, German companies recognize AI's transformative impact on marketing strategy but face skills shortages and cautious risk awareness. The integration of AI, data-driven insights, and automation is set to redefine marketing functions by 2027, positioning AI as indispensable for competitive success in the sector.