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Vendor reportHubSpot, 2026

61% of marketers say a distinct brand point of view is a necessary part of an AI strategy

Positioning & messaging

61%

of marketers call taste and a brand point of view a necessary part of an AI strategy

Reader Note:
Self-reported. This is an agreement question, so it measures whether marketers accept a proposition the report is also arguing - and that proposition is the report's central thesis, which makes the framing leading. Nothing here tests whether a documented point of view produced better results. The report carries a second, unrelated 61% about AI being the biggest disruption in twenty years.
Evidence:
Self-reported behaviour
Vendor interest:
Moderate — This comes from a company with a commercial interest in this market, so it is not a neutral source.
Sample:
HubSpot surveyed 1,505 marketers in September 2025 across North America, Europe, Asia and Australia, spanning seniority levels and industries; fieldwork run in collaboration with the research firm Datalily. The report does not disclose how the sample splits by region, industry or seniority, so every published figure is a single global average. It does report cuts by company size - small business, mid-market and enterprise.

Good for

A rough sense of size and direction, and deciding what to look at first.

Not for

  • Exact numbers, or saying that one thing caused another.
  • This comes from a company with a commercial interest in this market, so it is not a neutral source.
  • This is an aggregated or average number that covers very different cases. Real results in a particular segment may differ.
  • The source says how much it looked at, but not how any of it was chosen.

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