A new global study from Contentful and Atlantic Insights reveals that the most valuable marketers today combine data-driven insights with creative instincts.
What Is Evidence-Based Creativity?
The phrase “evidence-based creativity” captures a shift in how marketing works in the AI era. Marketers are no longer judged purely on bold ideas or clever campaigns. They are expected to back those ideas with data, test them at speed, and measure impact with clear metrics.
According to the report When Machines Make Marketers More Human, based on interviews and surveys with senior marketing leaders worldwide, almost half (46%) said data analysis and interpretation is now the most important skill in marketing. Digital experience design (40%) and personalisation strategy (37%) also rank highly.
Why Marketers Need Both Creativity and Data Skills
The findings highlight a profession at a crossroads. Marketing leaders are under pressure to deliver breakthrough ideas, but those ideas must prove their worth.
- 33% of marketers see campaign testing and optimisation as a top skill.
- 34% of successful marketers define their work through ROI and measurable results.
- 45% of organisations are already investing in AI training for their teams.
Elizabeth Maxson, Chief Marketing Officer at Contentful, said:
“The fear that AI will erase marketing jobs is misplaced. The bigger danger is failing to use AI strategically. Teams that blend creativity with analytics — and tools that support that balance — are already seeing meaningful results.”
The Rise of the “Full-Stack Marketer”
The report introduces the concept of a full-stack marketer: someone who can move seamlessly between creative ideas and technical execution.
These marketers are already working with AI copilots, integrating technology stacks, and experimenting with generative AI for everyday content.
- 49% use AI copilots in productivity apps.
- 48% create content with generative AI.
- 45% of organisations are funding AI-focused training.
Alice McKown, Publisher of The Atlantic, said:
“Marketing has always been about creativity, but there’s now a need to think like engineers. Tomorrow’s leaders won’t be labelled creative or analytical. They’ll have to be both.”
The AI Optimism Gap
Investment in AI is strong — 74% of marketers are funding AI tools and 34% are allocating at least $500,000 over the next three years. Yet many are struggling to unlock value.
- Two-thirds of marketers say their technology stack isn’t yet helping them “do more with less.”
- 89% already use AI tools, but only 18% say this has reduced their reliance on developers or data teams.
This mismatch between ambition and delivery is described as the “optimism-execution gap.”
Regional Differences in AI Marketing
The report also shows distinct regional approaches:
- Europe, Middle East & Africa (EMEA): cautious adoption, with 58% testing tools selectively and 32% prioritising governance, compliance, and brand voice.
- United States: faster experimentation, with 37% focused on campaign optimisation (compared to 26% in EMEA). American marketers measure success through content quality (45%) and flexibility (39%), while Europeans lean toward efficiency (43%).
What This Means for the Future of Marketing
The research points to a clear conclusion: marketing success in the AI era won’t come from creative talent alone, nor from technical skills in isolation. The new superpower is evidence-based creativity — pairing imagination with proof, and making AI a partner in the process.
For organisations, that means investing in training, building data literacy, and encouraging teams to experiment while staying accountable. For individual marketers, it means developing a dual skillset: creative intuition sharpened by data.