Only 28% of organizations are fundamentally rewiring teams and workflows for AI, rather than just adding tools on top

Team structure & skills

28%

of organizations are fundamentally rewiring marketing teams and workflows for AI (March 2026)

Reader Note:: From the McKinsey Global Survey on marketers, one of several surveys the article draws on (footnote 4). The same article reports, from two earlier surveys, that 90% of CMOs are experimenting with AI use cases while fewer than 10% have scaled it or captured value across workflows - McKinsey Global Survey on marketing technology, August 2025, and the Global Survey on the state of AI 2025, neither with a disclosed sample size (footnote 3).
Evidence:: Self-reported behaviour
Vendor interest:: High — This comes from a company with a commercial interest in this market, so it is not a neutral source.
Sample:: Mixed source. The article combines several McKinsey surveys and case examples, including an AI Discovery Survey (August 2025, n=1,927), a McKinsey Global Survey on marketers (March 2026, n=521), and a McKinsey Global Survey on marketing executives (May 2026, n=26). Selection details are not disclosed in the article.

Good for

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

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.
The source says how much it looked at, but not how any of it was chosen.
The source never says how this number was measured.

Most brands run creator marketing from a central team setting tools and strategy for the entire organization

Operating model of influencer marketing programs, by brand cohort
Operating model	Mid-market brands (%)	Enterprise brands (%)
A central team sets strategy and tools for the entire organization	57%	59%
Each brand or division manages its program independently	29%	25%
Regional teams manage programs independently of HQ	9%	13%
Not sure / does not apply	5%	2%

72%

of brands said they manage creator marketing in house in some capacity

14%

average increase in sales productivity reported from using AI in marketing by US companies (2026 survey)

Our Substack turns the data behind these cards into full breakdowns: what changed, why, and what to do about it.

10%

of organisations are realising significant ROI from agentic AI in Deloitte’s 2025 survey of 1,854 EMEA executives

90% of CMOs are experimenting with AI but fewer than 10% have scaled it or realized value across marketing workflows

24–56%

of marketing tasks are currently performed using AI or ML, rising to over half in three years according to US CMOs (2026 survey)