Across the UK's marketing departments, the conversation around AI has evolved. It’s no longer a question of ‘if’ we should use it - the UK is already a global leader in AI adoption. And according to our latest AI confidence curve report, the energy on the ground is palpable: 51% of British brand marketers now feel fully confident in their ability to use AI to uncover audience intelligence.
However, now we’re in 2026, the real excitement lies in how brands are moving from discovery to impact. 53% of marketers are still fine-tuning their efficiency, but this is far from being a barrier. In fact, it’s the industry’s biggest opportunity. For brands focused on ROI, market share, and customer lifetime value, the path along the AI confidence curve is becoming clearer and more promising.
1. Bridging the insight-to-action gap
The next great leap for UK brands is in the last mile of execution. Our research shows that while brand leaders have mastered the art of uncovering granular audience data, there’s a massive opportunity to better align that data with media placement.
Currently, 38% of UK brands are leading the charge by trusting AI to optimise their channel selection.
For brands with ambitious growth goals, this is the ultimate competitive edge. By connecting world-class audience insights directly to AI-driven channel optimisation, you remove the manual bottlenecks. It means your budget is being invested with surgical precision in the exact moments and places your customers are ready to engage.
2. Unlocking true efficiency through partnership
One of the most optimistic trends for 2026 is the shift towards purpose-built specialism. While 48% of brand leads have expressed a healthy realism regarding generic, ’all-in-one’ internal tools, this is driving a wave of smarter innovation.
Brands are increasingly finding success by partnering with specialist, third-party AI experts. This strategic shift is helping 44% of the market overcome the data onboarding hurdle, allowing brand teams to:
- Protect brand-owned data while still leveraging its full power.
- Focus on high-level strategy and storytelling, rather than tech troubleshooting.
- Achieve day-one ROI with tools designed specifically for media performance.
3. From clicks to consumer mindsets
Perhaps the most promising shift for brand objectives is the evolution of measurement. While nearly half the market still relies on traditional metrics like CTR, the 2026 roadmap is moving towards consumer mode planning.
AI now allows brands to go beyond tracking a simple click, to understanding the intent behind it. Whether a customer is in research, browse or purchase mode, AI provides the capability to meet them with the right message at the right time. For brands focused on customer experience and conversion, this means moving from digital noise to meaningful connections.
4. 2026: the year of precision growth
UK brands are perfectly positioned to lead the global AI revolution. We have the confidence, the data, and the ambition. The final step is simply connecting our brilliant insights to our media execution.
By embracing AI not just as a research tool, but as a performance engine, brand leaders can ensure their 2026 strategy is defined by more than just innovation - it will be defined by impact.
Ready to confidently jump into 2026?
As an industry, we’re only at the start of the AI confidence curve. We’re beginning to realise the potential of AI, but it’s still challenging to use it effectively. To continue our journey along the AI confidence curve and push performance forward, marketing leaders now need to invest in AI and lean into purpose-built tools.
