Sonar Group's 2025 Australian Marketers Benchmarking Report has revealed a notable rise in marketer confidence, with a 15-point increase from 56% in 2024 to 71% in 2025. The report highlights a shift towards smarter and more sustainable growth strategies, despite ongoing budget pressures.

The adoption of artificial intelligence (AI) among marketers has seen a significant rise, increasing from 20% in 2023 to 70% in 2025. AI is being utilised in various applications, including content creation, workflow optimisation, and insight generation. Marketing automation has emerged as the top investment priority, surpassing customer relationship management (CRM), with 58% of respondents prioritising it in 2025.

The report indicates that 76% of marketers expect their budgets to either hold steady or increase, although inflation may offset some of these gains. Additionally, 70% of marketers anticipate their team sizes to grow or remain the same, with a focus on upskilling in AI, data, and personalisation.

Marketing is increasingly perceived as a value driver or cost centre, with 72% of respondents indicating this perception, up from 64% last year. Retail marketers exhibit the highest confidence, with 82% expressing a positive outlook for the year ahead.

Financial services marketers demonstrate a high intent to invest in AI, with 75% compared to the average of 48%. Not-for-profits are concentrating on upskilling in generative AI (86%), personalisation (86%), and data and analytics (57%).

The report is based on responses from senior marketing leaders, with over 82% holding roles such as Chief Marketing Officer (CMO), Chief Experience Officer (CXO), Marketing Director, or Head of Marketing, Brand, or Digital. Respondents come from various industries, including retail, financial services, technology, and not-for-profit, within mid-sized organisations of 201–500 employees.

Managing Director and Co-Founder at Sonar Group, Scott Heron, said: "It’s great to see some confidence re-entering the market, and that is showing in the way clients are approaching their marketing activities. The optimism is real, but it’s not naive - marketers know the stakes are high and they’re making smarter and more strategic moves in response.

"What’s interesting is the sentiment we’re seeing around emerging tech like AI. Two years ago, it was met with uncertainty and scepticism because of so many unknowns - now, it is being used to enable marketers and enhance performance. It's no longer a side project, it’s becoming increasingly embedded in the day-to-day of marketing teams and is fundamentally reshaping how brands operate...With foundations in place, it’s now about building intelligent operations to fuel the next phase of growth in Australia’s marketing landscape."