New analysis reveals entrepreneurs aren’t utilizing generative AI as a lot as they may very well be. Advertising functions rank surprisingly low on the checklist of common AI makes use of.
“The Prime-100 Gen AI Use Case” report by Marc Zao-Sanders reveals that whereas individuals more and more use AI for private help, advertising duties like creating adverts and social media content material fall close to the underside of the checklist.
Private Makes use of Dominate Whereas Advertising Purposes Path
The analysis analyzed how individuals use Gen AI based mostly on on-line discussions.
The findings present a shift from technical to emotional functions over the previous yr.
The highest three makes use of are actually:
- Remedy and companionship
- Life group
- Discovering function
Screenshot from: hbr.org/2025/04/how-people-are-really-using-gen-ai-in-2025, April 2025.Zao-Sanders observes:
“The findings underscore a marked transition from primarily technical and productivity-driven use instances towards functions centered on private well-being, life group, and existential exploration.”
In the meantime, advertising makes use of rank a lot decrease:
- Advert/advertising copy (#64)
- Writing weblog posts (#97)
- Social media copy (#98)
- Social media methods (#99)
This hole reveals entrepreneurs haven’t absolutely tapped into Gen AI’s potential.
Why the Adoption Hole Exists
Why aren’t entrepreneurs utilizing Gen AI extra? A number of causes clarify this.
Many entrepreneurs could have misjudged how individuals use AI, Zao-Sanders suggests within the report:
“Most consultants anticipated AI would show itself first in technical areas. Whereas it’s doing a lot there, this analysis suggests AI could assist us as a lot or extra with our human whims and wishes.”
The analysis additionally reveals customers have gotten higher at writing prompts. In addition they higher perceive AI’s limits.
Studying from Prime-Ranked Purposes
Entrepreneurs can be taught from what makes the highest AI makes use of so common:
- Emotional connection: Folks worth AI that feels private and supportive. Advertising instruments may very well be extra conversational and empathetic.
- Life group: Folks use AI to construction duties. Advertising instruments may focus extra on organizing workflows relatively than simply creating content material.
- Enhanced studying: Customers worth AI as a studying device. Advertising functions may spotlight how they assist construct abilities.
Screenshot from: hbr.org/2025/04/how-people-are-really-using-gen-ai-in-2025, April 2025.One marketing-related use that ranked increased was “Generate concepts” at #6. This means brainstorming is perhaps a greater entry level than completed content material.
Listed here are some quotes pulled from the report on how entrepreneurs are utilizing gen AI instruments:
“I exploit it to find out a sure industries ache factors, then educate it on what I promote, then have it create lists, PowerPoint templates, and chilly emails/name scripts that particularly name out how my product solves them.”
“Case research. I simply enter a number of bullet factors of what we did, a few hyperlinks, and metrics we wish to give attention to. Accomplished. [Reports] used to take days to make. Now it’s 95% full in 2 minutes.”
“I report a Zoom name the place I focus on every of the factors. We ship the video of the Zoom to have it transcribed into Phrase. Then I paste it into ChatGPT with a immediate like: ‘convert this dialog into an 800 phrase weblog for advertising to (x goal market)’”
Sensible Steps for Entrepreneurs
Primarily based on these findings, right here’s what entrepreneurs can do:
- Concentrate on the private advantages of AI instruments, not simply productiveness.
- Examine good prompts. The report consists of examples of efficient prompts you may adapt.
- Join private and work makes use of. Instruments that assist in each contexts are extra common.
- Customers fear about knowledge privateness. Be clear about the way you defend their info.
Wanting Forward
Report creator Marc Zao-Sanders concludes:
“Final yr, I made the proper however relatively insipidly secure prediction that AI will proceed to develop, as will our functions of it. I make precisely the identical prediction now.”
Now’s the right time for entrepreneurs to find out about and incorporate these instruments into their every day work.
Whereas advertising could also be one of many much less generally used areas for generative AI instruments, because of this you’re not falling behind, as others would possibly declare.
By learning what makes prime AI functions profitable, you may develop higher AI methods on your advertising wants.
The full report (PDF hyperlink) gives detailed insights into real-world AI use, providing steerage for enhancing your strategy.
See the screenshot under for an entire checklist of the highest 100 gen AI use instances.
Screenshot from: hbr.org/2025/04/how-people-are-really-using-gen-ai-in-2025, April 2025.Featured Picture: Krot_Studio/Shutterstock
