Survey: Claude use among marketers rose to 72% as ChatGPT dipped
AI for agencies · 19 Oct 2026 · By the Cofoundr team
Media software company Basis published its annual AI survey of 184 marketing and advertising professionals. ChatGPT use was 74.5 percent, down from 88.6 percent a year earlier, while Claude rose from 17.9 percent to 72.3 percent.
The key points
- 61.4 percent said they use AI daily and 51.1 percent said their organization runs AI agents.
- Only 6.5 percent measure AI returns against defined benchmarks.
- The sample is small, self-reported and from a company that sells a related platform, so treat the figures as indicative.
What it means for agencies
Most agencies now use more than one AI tool, and few measure whether it pays off. A simple benchmark, such as time saved per client report, would put you ahead of most of the survey.
Source: PPC Land. This is our own summary. Read the original for the full detail, and check Meta's current documentation before changing client accounts.