Maybe* today launched the first edition of The Big AI Secret, a landmark whitepaper exposing the truth behind marketing’s rush to embrace artificial intelligence.
The study, titled "Exploring the Confidence Gap in Using Artificial Intelligence: Insights from 1,000 Marketers," reveals a striking paradox: while AI experimentation is nearly universal, confidence remains alarmingly low. Based on candid interviews with more than 1,000 senior marketers, the findings show that although teams are eager to explore AI’s potential, most have yet to feel in control of it.
The main finding: Everyone's using AI, but only a few trust it. The research found that 92% of marketers have trialled AI tools in the past 12 months, yet only 8% describe themselves as “fully confident” using them. This gap between curiosity and confidence is what Maybe* calls The Big AI Secret, the unspoken truth that while AI is already embedded in daily work, few organisations are using it strategically or sustainably.
“Marketers are clearly excited about AI, but practical barriers are getting in the way of impact,” said Polly Barnfield OBE, CEO of Maybe*.
“Our research shows teams drowning in tools and data, unsure what to trust or how to measure success. AI is supposed to make life easier, not harder, and that’s where the confidence gap emerges. The Big AI Secret is that confidence, not capability, is the real barrier to AI success.”
“Marketers are clearly excited about AI, but practical barriers are getting in the way of impact,” said Polly Barnfield OBE, CEO of Maybe*.
“Our research shows teams drowning in tools and data, unsure what to trust or how to measure success. AI is supposed to make life easier, not harder, and that’s where the confidence gap emerges. The Big AI Secret is that confidence, not capability, is the real barrier to AI success.”
The confidence gap in numbers:
- 92% of marketers have experimented with AI.
- Just 8% feel fully confident using it.
- 61% say AI has increased their workload.
- 47% admit they’re not measuring the right metrics to prove ROI.
- Only 12% report consistent commercial outcomes from their AI efforts.
These numbers highlight an industry eager to innovate but hampered by confusion, complexity, and a lack of strategic clarity.
- 92% of marketers have experimented with AI.
- Just 8% feel fully confident using it.
- 61% say AI has increased their workload.
- 47% admit they’re not measuring the right metrics to prove ROI.
- Only 12% report consistent commercial outcomes from their AI efforts.
These numbers highlight an industry eager to innovate but hampered by confusion, complexity, and a lack of strategic clarity.
Where marketers are seeing results, the whitepaper also shares success stories from teams that are beginning to close the confidence gap, as well as marketers achieving measurable ROI through focused strategy, team training, and outcome-based deployment.
“When AI works as part of your team doing the heavy lifting but staying under your control, results follow fast,” said Barnfield. “Businesses don’t need more hype; they need help cutting through the noise. The goal is AI that marketers can trust, measure, and master.”
“When AI works as part of your team doing the heavy lifting but staying under your control, results follow fast,” said Barnfield. “Businesses don’t need more hype; they need help cutting through the noise. The goal is AI that marketers can trust, measure, and master.”
A new benchmark for marketing’s AI era. This first edition of The Big AI Secret marks the beginning of a quarterly series that explores how businesses are actually utilising AI, rather than just what they claim in public. Future editions will track progress on confidence, ROI, and readiness across all business sectors.
The full whitepaper, AI Confidence Gap: What 1,000 Marketers Told Us About the Future of Work with AI, is available now at
👉 www.maybetech.com/ai-research
The full whitepaper, AI Confidence Gap: What 1,000 Marketers Told Us About the Future of Work with AI, is available now at
👉 www.maybetech.com/ai-research
CEO Polly Barnfield OBE is available for interviews.
About Maybe*
The Maybe* platform enables teams to utilise AI Agents effectively within tools like Slack and Teams, and is connected to over 2,000 business platforms. Built on the insights from more than 1,000 business leaders, Maybe* turns expertise, data, and workflows into AI Agents that get work done. Over the past 9 months, we have interviewed over 1000 agency owners and marketers for The Big AI Secret.
Media Contact: press@maybetech.com
www.maybetech.com
The Maybe* platform enables teams to utilise AI Agents effectively within tools like Slack and Teams, and is connected to over 2,000 business platforms. Built on the insights from more than 1,000 business leaders, Maybe* turns expertise, data, and workflows into AI Agents that get work done. Over the past 9 months, we have interviewed over 1000 agency owners and marketers for The Big AI Secret.
Media Contact: press@maybetech.com
www.maybetech.com