2025 may be remembered as the year marketing technology fully took hold in the banking industry. According to the latest ABA survey of bank marketers, adoption of marketing tech tools—including AI—has surged, and so has confidence in their value.
Key findings include:
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Widespread Adoption: 73% of banks now use some form of martech. Usage of marketing automation, analytics platforms, and AI tools all jumped significantly year-over-year.
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AI Takes Off: AI-powered marketing tools saw the sharpest rise—usage nearly doubled from 17% to 30%.
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Data-Driven Marketing: Over half of banks (52%) now regularly analyze customer data to identify sales and service opportunities.
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Increased Tech Fluency: Marketers report growing comfort with tools like CRMs and automation platforms, though most still see room for improvement.
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Strong Belief in ROI: 60% of marketers believe that martech, analytics, and AI will significantly improve marketing performance—up from 44% last year.
As marketing tools become more accessible and effective, the role of the bank marketer is evolving. Today’s successful marketers must be data-savvy, tech-literate, and ready to harness AI to stay competitive.
