This study examined how Swedish digital marketers use AI and its impact on their workflow, as well as the limitations of adopting AI for digital marketing. Semi-structured interviews were performed with Swedish digital marketing professionals, and a thematic analysis was conducted to identify themes and patterns that appeared in the data collection. 

The software used by participants varied, but all seven utilized ChatGPT. Five used Google Ads and Google Analytics, three used Adobe software (including Adobe Firefly and Photoshop), and two used Midjourney. Other software was also used independently by participants.

The findings indicate that AI has enhanced perceived productivity and proved valuable to marketers. Those who employed AI technology reported more effective work sessions and shorter work completion times. However, the study also identified significant limitations of AI in digital marketing. These limitations include AI's inability to match human creativity, which limits the development of creative brand storylines, campaign designs, and content production. Additionally, issues with the tone and accuracy of generative AI content highlight the need to maintain authenticity and reliability in marketing communications. Marketers expressed concerns about the accuracy and quality of AI-generated information and sought clearer guidelines and regulations regarding the use of AI tools.