AI marketing stacks reshape creativity across global markets

A new report by Omniscient Digital reveals significant shifts in global adoption of artificial intelligence tools across marketing sectors, with varying approaches and tool preferences in countries including Australia, the United States, India, Brazil, Mexico, Germany, France, the Philippines, and Indonesia.

The report highlights the United States as one of the most active markets for AI-driven marketing solutions, with 31.1 million monthly searches for ChatGPT. American marketers were observed to widely utilise a combination of tools, building comprehensive AI workflows integrating platforms such as Canva (15.8 million searches), Grammarly (3.5 million), and Character AI (2.6 million). This layered approach, building what the report calls "complete AI stacks," is representative of broader integration trends across the market.

Similar patterns are emerging in the United Kingdom, with increasing use of personalisation and productivity tools. The report notes that the popularity of Grammarly and Character AI in the UK points to a preference for solutions that enhance both tone and persona-driven content.

Alex Birkett, Co-Founder of Omniscient Digital, commented on the scale of the change, stating: "AI usage on marketing teams isn't just a fun toy anymore. It's a global restructuring of how marketing teams operate. These tools are pushing boundaries in operations, creativity, and innovation."

Australia, according to the research, is emerging as a design-driven and AI-aware market. Australian marketers logged 2.4 million monthly searches for ChatGPT, 8.6 million for Canva, 2.4 million for Quillbot, and 700,000 for Grammarly. Canva, which has its origins in Sydney, is flagged as a prominent tool for rapid, AI-driven visual content production both within the country and internationally. Marketers often build streamlined stacks tailored for creativity and efficiency, employing ChatGPT for ideation, Canva for design, Quillbot for text refinement, and Grammarly for content polishing. Tools like DeepL are also gaining in importance given Australia's multicultural society and expanding regional marketing focus.

Jason Wong, a Melbourne-based marketing lead, said: "AI isn't replacing creativity here—it's speeding it up."

India appears to be at the forefront of AI adoption within the Global South, with a combined 57 million monthly searches for platforms including ChatGPT (41.1 million), Canva (8.6 million), Remove.bg (4.9 million), and Quillbot (2.4 million). The report details how Indian marketers leverage ChatGPT for multilingual content, rapid idea generation, and campaign scoping, while using Canva for quick design and Remove.bg for editing visual assets. Quillbot is widely used to support nuanced content editing required in India's linguistically diverse market.

Priya Mishra, an independent MarTech consultant based in Bangalore, provided perspective on this shift: "India isn't just adapting to AI—it's driving it. We're seeing startups, enterprises, and freelancers alike plug AI into daily workflows. AI has leveled the playing field—great marketing no longer depends solely on large budgets, but on smart tool adoption."

Brazil and Mexico are highlighted for their emphasis on visual content creation, as demonstrated by Brazil's 13.3 million monthly searches for Canva, followed by ChatGPT (14.3 million) and Character AI (1.6 million). In Mexico, Canva (9.3 million) surpasses ChatGPT (7.5 million), indicating a regional preference for design-led marketing technologies. These platforms enable the production of visually engaging, locally relevant materials tailored to the region's extensive Spanish- and Portuguese-speaking audiences.

Carlos Ríos, a creative strategist based in São Paulo, observed: "Canva is the gateway drug for AI in Latin America. Once a designer or marketer realizes how fast you can mock up a campaign in Canva using AI, there's no going back."

In Europe, the report identifies Germany and France as markets driven by localisation needs. DeepL, an AI-powered translation tool, secures 3.3 million monthly searches in Germany and is also widely used in France, supporting marketers as they develop multilingual campaigns with high degrees of accuracy. Additional tools such as ChatGPT (7.1 million searches in Germany) and Canva assist with broader campaign development, helping adapt content across the continent's diverse languages and regulatory landscape.

Marie Dupont, Marketing Lead at a Berlin-based technology firm, stated: "In Europe, nuance matters. DeepL allows us to speak our audience's language—literally."

The Philippines and Indonesia, according to Omniscient Digital, are also increasing their use of generative and editing tools. The Philippines registers 13.3 million searches for ChatGPT, with strong results for Quillbot (4.5 million) and Grammarly (700,000), reflecting widespread adoption for large-scale content production and refinement. Indonesia records 12.7 million ChatGPT searches, and growing engagement with tools like Canva (2.4 million), Grammarly (1.6 million), and DeepL, suggesting marketers are turning to AI to address both scale and linguistic diversity.

The report introduces an "AI stack" mentality, with marketers now combining products into modular systems tailored to specific requirements. Strategies often begin with idea generation using ChatGPT, move to Canva for design, use Grammarly for editing, Quillbot for content variation, and DeepL for translation as required. This approach is seen as increasingly standardised and scalable.

According to Omniscient Digital, the findings indicate that use of AI tools is now integral to marketing efforts worldwide, with variations in stacks shaped by language demands, campaign types, audience expectations, and organisational structure. The report suggests that for agencies and brands, monitoring local AI adoption trends will be as important as traditional media planning strategies in the coming years.