ISPA SNAPSHOT SURVEY
AI for Marketing and Communications
Marketing and AI tell a strong success story for survey respondents
BY MERRICK JOHNSON
AI for Marketing & Communications
In which areas is your company using AI to support marketing and communications?
Brainstorming ideas or campaigns Email marketing
Website copy or content Social media content Creating spa menus
44 %
43 % 41 % 41 %
46 %
Graphic design or image creation 31 %
Analyzing marketing performance Advertising copy or campaigns
Personalizing marketing messages
26 % 25 %
28 %
Audience or customer research 18 %
Public relations / media communications 15 %
Video content 11 %
Not using AI for marketing
14 %
WITH 86 PERCENT OF RESPONDENTS using AI for at least one marketing function, AI and marketing are now closely linked. For brainstorming ideas or campaigns, 46 percent of respondents report using AI to help develop new and innovative ways to market their spa.
The August 2026 ISPA Snapshot Survey suggests the industry is well-established in AI marketing practices and has moved beyond an initial adoption threshold. This is supported by the fact 55 percent of members describe themselves as at least somewhat comfortable with artificial intelligence tools in their day-to-day work.
Additionally, with 47 percent of respondents using AI multiple times a day for work-related tasks, respondents indicate AI proficiency is becoming more important in spa marketing practices.
MARKETING USES OF AI“ AI tools have made it possible to customize guest communication more efficiently by translating what I want to say into code that fits our communication templates.”— ISPA MEMBER, SNAPSHOT SURVEY RESPONDENT
Survey respondents report several effective uses of AI. One member notes AI has been useful in drafting service descriptions and emails to guests. Canva AI helps another create flyers and promotional materials.
Several respondents discussed how AI aided them in creating monthly promotions and accompanying materials.
“ We create weekly e-newsletters, and AI has been great for planning the entire month around related topics while tying in our promotions and social media.”— ISPA MEMBER, SNAPSHOT SURVEY RESPONDENT
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