Small and medium-sized businesses are gaining a significant competitive edge by adopting artificial intelligence, reclaiming the equivalent of a full workday each week. According to a new survey from marketing technology firm ActiveCampaign, AI-powered systems are not only saving time but also reducing operational costs by thousands of dollars monthly. The report, titled “13 Hours Back Each Week,” was commissioned by ActiveCampaign and conducted by Talker Research between May and June of 2025. It surveyed 1,000 marketers to shed light on how AI is reshaping marketing for businesses with tighter margins.
The growing gap in AI adoption and benefits
The study found that marketers who use AI save an average of 13 hours per person each week, which is roughly one-third of a typical 40-hour workweek. These time savings are accompanied by an average cost reduction of $4,739 per month per team. However, the benefits are not distributed evenly and depend heavily on the frequency of use. Teams that use AI daily report saving nearly 15 hours a week and more than $5,000 monthly. In contrast, infrequent users see more modest savings of around 9 hours and $3,900 per month.
This gap extends to confidence and competitive positioning. Overall, 77% of users say AI gives them more confidence in their work, and 75% believe it helps them compete with much larger brands. Among daily users, this belief is even stronger, with 89% stating that AI helps them compete with larger players, compared to just 61% of infrequent users. The survey identified five categories of adopters, from beginners to experts, with experts making up roughly 15% of respondents. These expert users are over 14 times more likely to apply AI across their entire marketing process.
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While overall adoption is high, with 82% of marketers having used AI for at least one task, the report highlights a major opportunity for growth. Only 23% of teams say they use it throughout the full campaign cycle, from planning to execution and measurement. This indicates that most businesses have yet to unlock the full value of their investment in these technologies.
A full-cycle approach
To better understand how businesses can deepen their use of AI, ActiveCampaign frames modern marketing around three core stages: Imagine, Activate, and Validate. The “Imagine” phase involves using AI to generate ideas and tailor campaigns. “Activate” is where content is created and distributed. In the “Validate” phase, teams analyze results to measure performance. The research shows that most marketers start with AI for brainstorming in the Imagine phase, but far fewer use it for measurement. Only a little over half of users apply AI to review campaign performance, meaning many are missing out on real-time feedback that could improve future results.
A surprising takeaway from the study is the importance of transparency. Businesses that openly explain how and why they use AI report stronger positive reactions from their customers. Among marketers who share this information openly, 64% say the response from customers has been very positive. Those who do not are more likely to see neutral or mixed reactions, suggesting that customers welcome the technology when its purpose is to improve their experience.
