What is the most used AI-marketing tool now?

Why is “the most used AI marketing tool” suddenly hard to answer?

The answer has become harder because marketers now mix general AI assistants, creative tools and AI built directly into marketing software.

A marketer might use ChatGPT to research a campaign, Claude to work through positioning, Canva AI to make the creative and HubSpot Breeze to run part of the workflow. Asking which one is “most used” can therefore mean several things: which AI has the most marketers using it, which one gets opened most often, or which marketing-specific platform has the deepest adoption.

For this article, we care mainly about the first question: which AI tool is actually used by the largest share of marketers today?

That gives us something we can test across independent surveys. We can then check whether web usage, enterprise adoption and specialist marketing software point in the same direction.

Do independent marketer surveys still put ChatGPT first?

Yes. ChatGPT is currently the most widely used AI tool among marketers, and its lead shows up across several independent 2026 surveys.

Social Media Examiner surveyed 681 marketers and found 81% using ChatGPT, ahead of Claude at 65% and Gemini at 60%. The Marketing Meetup surveyed 1,248 marketers and also put ChatGPT first at 68%, followed by Claude at 49%.

Brafton's international survey produced an even bigger gap. Among marketers already using AI, 84.7% used ChatGPT, compared with 43.5% for Gemini. The Product Marketer reached almost the same ChatGPT number, with 84% of more than 300 product marketers saying they used it.

The useful finding here is the consistency. These surveys cover different audiences, from product marketers to small businesses and broader marketing teams, yet ChatGPT comes first every time. Across the four studies we reviewed, its reported usage ranges from 68% to 84.7%.

2026 survey	Sample	ChatGPT usage	Closest competitor
Social Media Examiner	681 marketers	81%	Claude, 65%
The Marketing Meetup	1,248 marketers	68%	Claude, 49%
Brafton	132 AI users from 163 marketers	84.7%	Gemini, 43.5%
The Product Marketer	300+ product marketers	84%	Claude and Gemini, 62%

Is ChatGPT losing its lead right now?

ChatGPT is losing some share of the AI market, but marketers are still using it far more widely than any single competitor.

Social Media Examiner found ChatGPT usage falling from a 90% peak in its 2025 study to 81% in 2026. During the same broad period, Claude climbed from 18% in the report's 2024 data to 65%, while Gemini moved from 33% to 60%.

The wider AI market shows the same shift. Similarweb estimated that ChatGPT's share of worldwide generative-AI website visits had fallen from roughly three-quarters of the market a year earlier to a little over half by late spring 2026. Gemini had moved into the high-20% range, while Claude was approaching 9%.

ChatGPT's absolute audience was still expanding at enormous scale. Sensor Tower reported in 2026 that ChatGPT became the fastest mobile application to reach one billion monthly active users.

So the current picture is straightforward: competitors are growing faster, which is shrinking ChatGPT's percentage share, while ChatGPT itself continues to add a huge number of users. Its old level of dominance is fading faster than its actual usage.

Is Claude replacing ChatGPT for serious marketers?

Claude has become unusually important to experienced marketers, although most of those users still keep ChatGPT in their stack.

The clearest evidence comes from Social Media Examiner. Claude reached 65% usage in its 2026 survey, still below ChatGPT's 81%. Yet when marketers had to choose the single AI platform most important to them, Claude came first at 42%, just ahead of ChatGPT at 39%.

Experience makes the difference even more interesting. Claude was used by 46% of marketers with less than one year of AI experience, compared with 76% of marketers who had been using AI for at least three years.

Brafton's respondents also give us a useful check. Nobody in that survey reported using Claude as their only AI tool. Among the 111 respondents whose teams used ChatGPT, only 23 relied on ChatGPT alone.

Claude increasingly looks like the tool power users add once their AI workflows become more demanding. ChatGPT still has much broader reach, while Claude is converting a surprisingly large share of its smaller user base into people who consider it their main platform.

Does Claude already beat ChatGPT in B2B marketing?

Claude currently has a stronger claim than ChatGPT to being the favorite AI platform among B2B marketers, even though ChatGPT still reaches more marketers overall.

Social Media Examiner asked respondents to name their most important AI platform and found a striking split. Among B2B marketers, 48% picked Claude and only 30% picked ChatGPT. Among B2C marketers, the ranking flipped: 44% chose ChatGPT and 32% chose Claude.

An 18-point Claude lead inside B2B is large enough to take seriously. It also fits the experience data we saw above, where Claude usage increased sharply among marketers who had spent several years working with AI.

One survey is not enough to turn that into an industry-wide market-share estimate. But it does show something pretty clearly: ChatGPT's overall lead hides a major split inside the profession. Claude is already extremely strong among B2B marketers who rely heavily on research, long-form work and more complex reasoning.

Most important AI platform	B2B marketers	B2C marketers
Claude	48%	32%
ChatGPT	30%	44%

Is Gemini actually a bigger threat to ChatGPT than Claude?

Gemini is currently the bigger threat to ChatGPT's mass distribution, while Claude has built the stronger position among marketers who actively prefer one tool over another.

Similarweb's traffic data makes the distribution gap obvious. Gemini had reached roughly 27% to 28% of worldwide generative-AI web visits by late spring 2026, around three times Claude's share. Most of the market share ChatGPT lost over the preceding year went to Gemini.

Marketing surveys tell a different story. Social Media Examiner found Gemini usage already at 60%, close to Claude's 65%, but only 11% of respondents called Gemini their most important AI platform. Claude received 42%.

Google also has a distribution advantage that Anthropic cannot easily copy. Gemini can reach users through Android, Search, Workspace and Google's other products without needing every user to develop a separate Claude habit.

That leaves ChatGPT facing two very different competitors these days. Gemini can reach an enormous population almost automatically. Claude is proving much better at becoming the tool some experienced marketers deliberately choose as their favorite.

Is Microsoft Copilot more widely used inside big companies?

Microsoft Copilot becomes much more competitive as companies get larger, largely because employers can deploy it through Microsoft 365.

The general marketing surveys still place Copilot well behind ChatGPT. Social Media Examiner found 26% usage, while The Marketing Meetup reported only 11%. Brafton was the outlier, with Microsoft Copilot at 42.7%, almost level with Gemini's 43.5%.

Company size helps explain that gap. Marketing AI Institute's research found that employer-provided Copilot licenses became more common as revenue increased. At companies generating more than $1 billion annually, 63% of respondents said their employer provided Copilot, compared with 37% who received ChatGPT.

The pattern moved the other way in smaller companies, where ChatGPT was much more common.

Copilot's strongest route into marketing comes through software companies already pay Microsoft for. That can create huge enterprise usage without making Copilot the tool an individual marketer would choose first.

Could Canva AI, HubSpot Breeze or Jasper actually be number one?

None of the big purpose-built or embedded marketing AI products has enough comparable public data to take the overall number-one position from ChatGPT.

Canva is the hardest one to dismiss because its total reach is enormous. Canva now reports more than 265 million monthly active users, and its AI features inside Magic Studio have generated billions of uses. Yet The Marketing Meetup found only 22% of marketers explicitly reporting Canva AI usage, compared with 68% for ChatGPT.

HubSpot gives us a different kind of scale. The company reported more than 306,000 customers and said more than 55% of its Professional-and-above customers were using agents or Breeze Assistant by mid-2026. That is deep adoption among existing HubSpot customers, although it tells us little about the percentage of all marketers who use Breeze.

Jasper is even more clearly focused on marketing. The company says it has more than 125,000 customers globally, over 900 enterprise customers and roughly one-fifth of the Fortune 500. Those are substantial numbers for a specialist AI product, but they remain much smaller than the audience reached by ChatGPT.

We cannot produce a credible league table where ChatGPT's users, Canva's monthly users, HubSpot's customer accounts and Jasper's customers are treated as equivalent measurements. Among dedicated or embedded marketing tools, Canva has the strongest broad-reach case. Across all AI tools marketers actually use, ChatGPT remains comfortably ahead.

Platform	Useful current scale measure	What it tells us
Canva	265M+ platform MAUs; 22% Canva AI usage in The Marketing Meetup survey	Huge creative reach and meaningful explicit AI adoption
HubSpot Breeze / agents	55%+ adoption among HubSpot Pro+ customers	Very deep usage inside an existing CRM and marketing platform
Jasper	125K+ global customers and 900+ enterprise customers	Large specialist marketing-AI footprint

What are marketers using AI for most these days?

Marketers currently use AI most for brainstorming, writing and research, which strongly favors broad assistants such as ChatGPT and Claude.

The Marketing Meetup found brainstorming to be the most common use case at 70%, followed by writing at 62% and research at 60%. Data analysis reached 42%, while strategy was at 29%.

Social Media Examiner found the same concentration from another angle. Among marketers creating or improving content with AI, 95% used it for written content. Images came next at 67%, followed by video at 37% and audio at 21%.

Brafton's research also put content creation first, with 55% calling it their primary AI use case.

The interesting change lately is how far usage has moved beyond simply asking AI to write copy. A marketer can now use ChatGPT or Claude to research competitors, brainstorm a campaign, interrogate a spreadsheet, work through positioning, draft the landing page and prepare an internal summary in the same conversation.

That breadth helps explain why general AI assistants still beat specialist marketing tools in adoption surveys. They appear at more points in the marketer's working day.

Are AI agents already changing which marketing tool is used most?

AI agents are still too early to change the ranking of the most-used marketing tools, although adoption is moving quickly.

Social Media Examiner found that only 11% of marketers had autonomous AI agents in their regular workflow. Another 24% were experimenting with them, while 44% said they planned to adopt agents.

The appetite for automation is much larger than actual agent usage. In the same study, 77% of marketers wanted to learn how to automate repetitive tasks and 75% wanted to build AI workflows.

HubSpot provides one of the clearer examples of this transition happening inside a real marketing platform. More than half of its Professional-and-above customers were already using Breeze Assistant or agents according to the company's 2026 disclosures.

For now, opening ChatGPT and asking it to help remains far more common than delegating an entire marketing process to an autonomous agent. That could change the ranking later because the winning product may eventually be the one sitting inside the workflow and doing the work automatically.

Does “most used” tell us which AI marketing tool is actually best?

No. ChatGPT's usage lead tells us which tool has become the broadest habit among marketers, while the best tool depends heavily on the job being done.

Social Media Examiner found that 86% of marketers said AI saves them time and the same percentage said it improves productivity. Only 30%, however, reported significant measurable results from AI. Another 39% said they were getting benefits they could not properly measure.

McKinsey found a similar gap in its 2026 research involving 521 marketers and advertisers. Close to 60% were using AI several times a week, but fewer than 10% had started capturing value across their entire marketing workflow. Only 28% said their companies were fundamentally redesigning marketing around AI.

That leaves plenty of room for tools with smaller audiences to be better at specific jobs. Claude is currently winning unusually strong preference among B2B marketers. Canva has a huge advantage for visual production. HubSpot can connect AI directly to CRM data and marketing operations. Jasper is built around enterprise marketing workflows, brand controls and governance.

Usage tells us where the strongest habit is. It cannot tell us which product will create the most revenue or save the most hours for a particular marketing team.

What is the most used AI marketing tool right now?

ChatGPT is currently the most used AI marketing tool, and the available 2026 evidence supports that answer by a wide margin.

We reviewed four independent marketer surveys, and every one put ChatGPT first. Reported adoption ranged from 68% to 84.7%. The result also holds across quite different groups, including product marketers, B2B and B2C marketers, small businesses and international marketing teams.

The gap is narrowing. As seen above, Claude has already passed ChatGPT as the single most important AI platform in one large marketer survey and performs particularly well among B2B and experienced users. Gemini is taking a much larger share of global AI traffic, while Copilot becomes increasingly relevant inside big Microsoft-heavy organizations.

Still, none of those changes has overturned the usage ranking yet.

If someone asks today which AI tool marketers use the most, ChatGPT is the clearest answer. The more interesting change underneath is that marketers increasingly use ChatGPT alongside another AI rather than relying on it alone. That makes ChatGPT the current default, while the fight over which tool becomes indispensable next is still very much open.