Responses from the Bulgarian AISMark survey show that AI is already a general-purpose assistant, but its use for specialised marketing work remains less common.
As part of the AISMark project, Net-Zero Lab along with the Faculty of Economics and Business Administration at Sofia University surveyed 121 students, academic staff and professionals in May 2026. Information search is the most common AI-supported activity, selected by 83.5% of respondents.
Content creation follows at 59.5%, while 57.0% use AI for data analysis and interpretation. Studying support and administrative tasks are selected by 55.4% each, and 52.9% use AI for support with academic literature. Only 29.8% select marketing-related tasks.
Students use AI especially for studying support (71.7%). Professionals report the broadest practical use and 45.9% select marketing-related tasks. The corresponding share is 26.4% among students and 16.1% among academic staff.
The pattern shows that frequent use does not automatically mean advanced use. AI is most often helping with familiar, general tasks rather than complex marketing decisions. Practical cases, real datasets and opportunities to evaluate AI-generated outputs could help users move from convenience-based use toward more specialised and responsible applications.
Source: Bulgarian AISMark survey, May 2026. Multiple responses were allowed for the activity question, so the percentages do not sum to 100%. The findings are not nationally representative.