Why Does AI Adoption Start with Marketing? The First Step for Businesses in Georgia

Artificial intelligence technologies are increasingly becoming part of companies’ agendas, but the path to adoption tends to follow a similar pattern — marketing is often the first area where AI is introduced. This trend is clearly visible in Georgia as well. According to data from Geostat, among the companies that already use AI, the highest share — 35% — applies it in marketing and sales. In comparison, human resource management accounts for only 19%, business administration for 22%, and logistics and production for just 16–17%.

It is important to note that these figures represent a very small segment — only those few companies that are currently using AI at all. BTU’s 2025 research shows that the use of AI in Georgia is still concentrated in a limited number of larger firms, and overall integration remains low across the private sector. Yet among those few adopters, marketing is almost always the entry point.

This makes sense: marketing is heavily driven by data analysis, behavioral prediction, and automation — all areas where AI delivers fast, visible value. Additionally, many off-the-shelf tools and platforms are available, making it easier even for small businesses to adopt AI — whether for ad optimization, content generation, or social media analytics.

BTU’s research highlights that a large share of Georgia’s AI-focused startups are also working in this space. For instance, Brandwise is developing automated content generation and social media analytics tools; DataMind focuses on business automation and reporting; while DM’s AI builds smart chatbots for customer communication. In short, much of the local startup activity is clustered in the same areas where business demand is highest.

But if AI adoption begins in marketing, where is it headed next? Globally, the second wave is already underway, with growing adoption in finance, customer support, logistics, and production automation. In Georgia, this next wave is still emerging, but BTU’s research suggests the shift is starting. For example, building personalization and decision automation platforms for banks and fintech companies.

Still, adoption in these fields requires greater resources and deeper system integration — a challenge for many small and medium-sized enterprises. There is also a shortage of relevant expertise, particularly outside of marketing, which further slows broader diffusion.

For now, it is clear that AI in Georgia begins with marketing — where implementation is simpler, and impact is more immediate. But the growing diversity of startups and rising interest in the technology indicate that in the coming years, artificial intelligence will gradually expand into more complex and strategic functions such as finance, analytics, and operations.

The full study — “AI Sector in Georgia: Current Trends and Future Potential” — is available at the following link.