Indian marketers face confidence gap despite growing AI adoption

A new report from MiQ highlights a significant gap between the readiness and intended use of artificial intelligence (AI) among marketers in India, providing fresh insights into the challenges facing the sector as adoption accelerates.

Confidence shortfall

The AI Confidence Curve report, based on feedback from 3,169 marketers across 16 countries and including 200 Indian respondents, reveals that while 79% of marketers in India plan to increase their use of AI over the next year, only 46% feel confident in their team's ability to use it effectively to achieve key performance indicators. This 33-point gap mirrors the broader global trend, where 72% of marketers intend to use AI more, but only 45% express confidence in their abilities.

"We discovered that most marketers are bunched together at the early stages of a confidence curve," said Jordan Bitterman, Chief Marketing Officer at MiQ. "We're at the start of a journey that will ultimately see us all move up the curve as we apply AI to more of our mission-critical work. Usage currently outpaces readiness by 27 percentage points, and we see that as pure opportunity. To close the gap, industry leaders must tap into tools and training."

Training barriers

The study finds that insufficient training and expertise are the most commonly cited barriers to effective AI adoption. Among Indian marketers, 69% say a lack of expertise and adequate training is the top challenge, while 54% report that the role of AI in marketing is still not well understood within their organisations.

Globally, 38% of marketers say lack of training holds them back from using AI, while 42% mention restrictions on data sharing and 44% cite difficulties in tracking results against key goals. Among those who report a lack of confidence, two in five say their organisation does not adequately understand AI or large language models.

Practical usage

Marketers are already deploying AI for tasks such as content creation (40%), marketing optimisation (38%), and social media management (38%). In India, the use of AI tools is especially pronounced in social media management, visual design, and content creation, reflecting the popularity of generative AI tools. Google's Performance Max is used by 69% of Indian marketers, while Canva is used by 66%.

Senior marketers point to a continuing need to build education, measurement, and workflow systems that enable more confident and consistent AI usage. Both junior and senior marketers-38%-say they have not received adequate training on available AI tools.

Measurement focus

The report identifies ongoing reliance on older metrics as a further obstacle. In India, 62% of marketers still focus on engagement metrics such as click-through rates and social media engagement, with 57% tracking website statistics. These measures fail to capture the broader business impacts that AI can deliver.

Indian marketers also demonstrate a propensity for consumer mindset and activity-based targeting, with 45% planning campaigns based on digital behaviour-higher than any other market. Preferred platforms include YouTube (80%), social media (61%), and digital video (58%).

Next steps

The report recommends several actions to close the readiness gap. These include adopting partner-agnostic solutions for integrated data insight, connecting AI systems directly to campaign KPIs for measurable impact, and embedding ongoing AI literacy and training into daily marketing practices. Retaining human expertise to interpret, refine, and maintain accountability in campaigns is also emphasised.

"India's marketing and adtech ecosystem is moving from curiosity to confidence in the way it approaches AI. While adoption is accelerating, the real impact will come from building the right skills, systems, and mindsets. At MiQ, we're focused on bridging this readiness gap - empowering marketers to turn innovation into measurable outcomes through education, experimentation, and data-led insights. Within our India Centre of Excellence, this confidence is being built from the ground up - through hands-on innovation and continuous upskilling. As AI redefines how businesses operate, we're developing the next generation of talent and technology that makes AI adoption not just possible, but purposeful" said Ramya Parashar, COO, MiQ CoE.

Despite the challenges outlined in the report, marketers in India and globally remain optimistic about the transformational potential of AI. As industry education and training efforts grow, the readiness gap may narrow and lead to greater confidence in AI-enabled marketing efforts.