Are You Missing a Competitive Advantage Through AI?

75% of marketers say AI gives them a competitive advantage – but are New Zealand companies taking full advantage of these transformative technologies?

New research from The State of AI in Marketing 2025 (CoSchedule) reveals a stark reality: AI isn’t just a buzzword. It’s a strategic imperative. For Kiwi businesses, adoption of AI tools could mean the difference between leading your industry or scrambling to catch up. Let’s unpack why.

Why AI = Competitive Advantage

The report found that 74.6% of marketers globally credit AI with enhancing their strategic edge.

For NZ businesses, this translates to five game-changing opportunities:

1 Smarter, Faster Decision-Making

84% of marketers report AI improves the speed of delivering high-quality content.

AI tools like predictive analytics and generative content platforms allow NZ teams to analyze customer data in real time, adapt campaigns faster than competitors, and dominate niche markets (e.g., tourism, agriculture tech).

Challenge: Bridging the technical skills gap (37.98% of marketers cite lack of expertise).
Opportunity: Invest in no-code AI tools (93% of marketing software now includes AI features) to democratize access for non-technical teams.

2 Cost Efficiency That Scales

43.46% of marketers report cost reductions from AI.

Automation slashes repetitive tasks (e.g., email campaigns, social scheduling), freeing budgets and time for high-impact initiatives.

Challenge: Upfront implementation costs (33.17% barrier).
Opportunity: Start small. Use AI for narrow use cases (e.g., SEO optimization tools, adopted by 31.67% of marketers) to demonstrate ROI before scaling.

3 Out-Innovate Competitors

Content remains king in marketing, and AI is rapidly reshaping how content is produced. With 85% of marketers already using AI tools for content creation, it’s clear that this technology is revolutionising the way high-quality material is generated at scale. AI-driven content not only speeds up production but also enhances personalisation, ensuring that every piece resonates with the target audience.

NZ’s smaller market size is no longer a limitation. AI-powered content tools let Kiwi brands produce localized and globalized content at scale, rivalling larger international players.

The Challenge:
However, the integration of AI in content creation is not without its pitfalls. Marketers must maintain a balance between automated efficiency and the creative, human touch that defines truly engaging content. There’s also the risk of over-reliance on automation, which might lead to generic messaging if not carefully managed. It requires a thoughtful strategy to harness the best of both worlds.

The Opportunity:
By integrating AI into your content strategy, your marketing team can save valuable time—on average more than 5+ hours per week—and boost productivity by over 83%. This means more time can be devoted to strategic planning and innovation, ultimately leading to campaigns that are both efficient and deeply engaging. NZ marketers can leverage AI to produce tailored content that speaks directly to local nuances while maintaining global standards of excellence.

4 Data-Driven Decision Making for Market Dominance

AI doesn’t just automate tasks—it empowers marketers with actionable insights. With AI users being 25%+ more likely to report success than non-users, the technology proves its mettle in transforming raw data into strategic gold. For NZ businesses, harnessing these insights means better understanding customer behaviour, predicting market trends, and fine-tuning strategies in real time.

The Challenge:
Yet, extracting meaningful insights from AI-driven data analytics can be daunting. The sheer volume of data requires sophisticated tools and skilled analysts to interpret and act on the information effectively. Moreover, ensuring that data privacy is upheld while leveraging customer data remains a critical concern.

The Opportunity:
Overcoming these challenges can yield a significant competitive edge. With AI, marketers can make informed, data-backed decisions that enhance campaign performance and drive growth. For example, 93% of marketers reported that new AI features have been added to their tech stacks, illustrating the rapid pace of innovation. By investing in advanced analytics and upskilling teams, NZ businesses can harness AI to unlock unprecedented levels of efficiency and customer engagement.

5 Future-Proofing Your Marketing Strategy

The research indicates a clear trend: AI integration is set to ramp up dramatically. With 9 out of 10 marketers planning to increase their AI usage in the next few years, and nearly 60% expecting to boost their AI spending in 2025, the future of marketing is unequivocally AI-driven. This forward-looking perspective underscores the urgency for NZ businesses to not only adopt AI now but to continually innovate and evolve their digital strategies.

The Challenge:
Adapting to a rapidly evolving technological landscape is challenging. There is a continuous need to update systems, invest in new tools, and train teams to stay abreast of the latest advancements. Resistance to change within organizations and the inertia of established processes can slow down the pace of AI adoption.

The Opportunity:
For those who adopt AI now, there are many benefits. Future-proofing your strategy with AI means staying ahead of the curve and maintaining a competitive edge long-term. It opens doors to innovation, allowing your business to experiment with new marketing channels, refine customer experiences, and ultimately, secure a leadership position in the marketplace. In essence, embracing AI now is an investment in your company's future success.

The Risks of Waiting

While 59.32% of companies plan to increase AI spending in 2025, hesitation could leave NZ businesses vulnerable:

Lagging in Personalization: 42.02% of marketers say AI improves customer personalisation – a critical factor in NZ’s loyalty-driven markets.
Missed Productivity Gains: 83.82% of AI users report increased productivity. Without AI, local teams risk burnout from manual workflows.
Talent Retention Issues: 84% of teams maintained or grew headcount post-AI adoption. Forward-thinking NZ firms can attract top talent by offering AI-augmented roles.

How to Start Winning with AI

Prioritize High-ROI Tools First

Focus on solutions already proven in the report:

AI writing tools (85% adoption) for blog posts and social media.
Predictive analytics (46.04% adoption) to forecast NZ consumer trends.
Chatbots (50% adoption) for 24/7 customer service across time zones.

Upskill Your Team – Now

Only 3.98% of companies are unwilling to adopt AI.

Train marketers on ethical AI use, data governance, and prompt engineering. As one survey participant noted: “AI doesn’t replace what we do – it expands our capacity.”

Measure and Iterate

Track metrics like time saved (5+ hours/week for 48.81% of teams) and content performance (64% say AI content performs equal or better than manual work).

Conclusion

In 2025, when 9 out of 10 marketers plan to ramp up AI integration, New Zealand businesses have a choice: lead with AI or risk irrelevance.

AI tools not only streamline processes but also offer predictive insights that empower smarter decision-making. This positions your business to seize market opportunities faster and more effectively. By proactively investing in AI, NZ companies can transform potential barriers into competitive advantages—turning challenges into a roadmap for growth.

The tools are here, the data is clear, and the edge is yours to claim.