CASE STUDY
What other ways are businesses using AI in marketing?
Beyond understanding customer behaviour and demand, AI is powering a whole range of marketing activities. Campaign monitoring and optimisation is a notable use; AI can track performance minute by minute, adjust spend and personalise content for different audience segments.
Businesses are also using AI to automate repetitive tasks, such as resizing images or generating reports and boost efficiency across teams. In fact, most marketers( 86 %) are reclaiming the equivalent of a full workday every two weeks, saving at least four hours per week thanks to GenAI tools. Approximately 14 % are saving 10 + hours a week.
Another often time-consuming headache for marketers is ensuring all branded content remains consistent and on-message, especially at high volumes and across global markets. AI tools like Canva’ s Magic Studio at Scale are tackling this by enabling marketers to produce personalised, on-brand content at speed across every channel. With a click of a button, an entire set of social media assets can be re-sized and translated, ready for publishing across multiple countries.
The common thread is that AI is becoming deeply woven into the fabric of marketing, supporting teams at every stage of the journey.
As AI gets smarter, what can we expect to see in marketing?
We’ re at a point where it’ s no longer about‘ if’ we should use AI; it’ s‘ how’. Teams are moving from experimenting with isolated AI tools to integrating them throughout their creative processes to enhance the quality of their work.
I believe AI literacy will also become a must-have skill. Our research shows that 87 % of marketers see it as essential within the next two to four years.
Personalisation will reach new heights, with campaigns tailored not just to broad segments but to individuals at scale. We’ ll also see more sophisticated use of autonomous agents, enabling marketers to monitor, measure and optimise campaigns in real-time.
I think the most exciting part is the opportunity for innovation. As the technical barriers fall away, marketers will be able to push creative boundaries and connect with audiences in ways we have only just started to comprehend.
What challenges do marketers face in today’ s world?
There is a clear decision fatigue amid today’ s saturated AI tool market, with 64 % of marketers saying they feel overwhelmed by the choices. Integrating new technology into existing workflows is not always straightforward, and measuring the impact of AI initiatives during this experiential time can be difficult and costly. Many marketers feel the pressure to keep up with the pace of change while ensuring that creativity and brand consistency are not lost in the process.
Trust also plays a key role in this: while most teams are open to experimenting with AI, there are still concerns around data privacy, brand safety and maintaining a human touch. However, it is evident that marketers are meeting these challenges head-on, embracing AI not as a replacement but as an enabler. With the right balance of technology and human insight, there is huge potential ahead.
What’ s next for Canva?
Right now we’ re building on our strengths; making design smarter, more accessible and more impactful for everyone, in every organisation. With the launch of Visual Suite 2.0 and the demand we’ re seeing from enterprise leaders for more visual collaboration tools, we’ re redefining what it means to design and collaborate by bringing everything from documents, presentations and websites into one seamless workflow.
We’ re continuing to double down on AI integration, with new tools that simplify everything from data visualisation to content creation. The aim is to take away the technical barriers and help anyone, from a solo entrepreneur to a large enterprise, produce material that looks and feels professional.
Tell me about your career.
I’ m Canva’ s Head of Sales and Success EMEA where I oversee the whole EMEA sales teams and lead Enterprise Sales for Canva across the region, helping some of the world’ s top brands scale visual communication and unlock growth through design. I’ m based in London, where our European HQ is located.
I joined Canva back in 2021. Prior to this, I worked at companies including Meta, where I was the Head of Sales for EMEA; Miro, where I played a key role in growing the company’ s presence in the UK; and Olapic. Alongside my in-house roles focused on sales and success, I’ m also an active investor, entrepreneur and mentor outside of work. x
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