Forty-two percent of marketers say their budgets increased because of AI, and a third say it is also driving a significant rise in headcount, according to a new survey from Semrush. The study, “AI Myths Marketers Believed and What the Data Actually Shows,” found that the impact of AI is less about cutting costs and more about reshaping how marketing organizations invest and operate. That shift is particularly clear in how budgets are changing. AI has increased budgets for just under 42% of marketers, while only about 16% report decreases. Another 28% say it has had no meaningful impact so far, and a smaller group says it is still too early to tell. That says AI is not triggering widespread cost reduction. Instead, it is creating pressure to invest, experiment and expand capabilities. The trend is even more obvious when you look at how budgets are being reallocated. More than 40% of marketers say AI has already driven major changes in where their money goes, with another 28% reporting smaller shifts.…