Team structure & skillsIdea28%of organizations are fundamentally rewiring marketing teams and workflows for AI (March 2026)Only 28% of organizations are fundamentally rewiring teams and workflows for AI, rather than just adding tools on top
Workflow & automationTrend24–56%of marketing tasks are currently performed using AI or ML, rising to over half in three years according to US CMOs (2026 survey)US marketers are using AI for about a quarter of their marketing tasks now and expect to use it for more than half of activities in three years
Workflow & automationTrend90%of surveyed CPG brands said AI will deliver long-term value in their influencer marketing programs90% of brands are confident AI will deliver long-term value in influencer marketing
Workflow & automationIdeaDevelopers mostly use AI for low-risk tasks, with search for answers leading at 54.1% and deployment and monitoring trailing at 6.2%Search for answers54.1%Generating content or synthetic data35.8%Learning new concepts or technologies33.1%+10≤30.8%Share of developers currently using AI for most of each workflow task (%)Workflow task% of respondentsSearch for answers54.1%Generating content or synthetic data35.8%Learning new concepts or technologies33.1%Documenting code30.8%Creating or maintaining documentation24.8%Learning about a codebase20.8%Debugging or fixing code20.7%Testing code17.9%Writing code16.9%Predictive analytics11%Project planning10.8%Committing and reviewing code10.2%Open full graphDevelopers mostly use AI for low-risk tasks, with search for answers leading at 54.1% and deployment and monitoring trailing at 6.2%
Vendor & agency managementTrendCreative strategy is the top thing marketers want from an influencer partnerCreative strategy is the top thing marketers want from an influencer partner
Vendor & agency managementTrendBrand safety and compliance topped agencies’ creator marketing challengesTop Challenges for Agencies in Creator Marketing ProgramsChallengeAgencies (%)Ensuring creator suitability, risk mitigation, or legal compliance36%Managing expectations from clients35%Finding the right opportunities for clients32%Demonstrating measurable impact or ROI32%Fueling creative and content supply chain for clients29%Open full graphBrand safety and compliance topped agencies’ creator marketing challenges
Workflow & automationTrend85% of organisations increased AI investment in the past year and 91% plan to increase it again85% of organisations increased AI investment in the past year and 91% plan to increase it again
Budget allocationTrend38%Share of teams planning to increase investment in AI chatbots next year — the top channel for planned spend growthAI chatbots are the top channel for planned increased investment next year: 38% of teams are betting on this source of traffic
Workflow & automationTrend10%of organisations are realising significant ROI from agentic AI in Deloitte’s 2025 survey of 1,854 EMEA executivesOnly 10% of organisations are seeing significant ROI from agentic AI
Workflow & automationTrend77% of brands say AI-assisted influencer campaigns perform betterBetter results77%Same results18%Worse/don't know5%Share of brands reporting better, same, or worse campaign performance with AI-assisted influencer campaignsOutcomeShare of brands (%)Better results77%Same results18%Worse/don't know5%77% of brands say AI-assisted influencer campaigns perform better
Workflow & automationIdeaOnly 4.4% say AI handles complex tasks very wellVery well at handling complex tasks4.4%Good, but not great at handling complex tasks25.2%Neither good or bad at handling complex tasks14.1%+3≤22%Developer ratings of how well AI coding tools handle complex tasks (%)RatingShare of respondents (%)Very well at handling complex tasks4.4%Good, but not great at handling complex tasks25.2%Neither good or bad at handling complex tasks14.1%Bad at handling complex tasks22%Very poor at handling complex tasks17.6%I don't use AI tools for complex tasks / I don't know16.8%Open full graphOnly 4.4% say AI handles complex tasks very well
Workflow & automationTrend36% of marketing-event respondents are building agentic AI products, and 81% are past explorationBuilding agentic AI products36%Piloting agents in a function or two26%Running agents in production across the business20%Still exploring, not deployed yet19%Share of marketers at each stage of agentic AI adoptionAdoption stageShare of respondents (%)Building agentic AI products36%Piloting agents in a function or two26%Running agents in production across the business20%Still exploring, not deployed yet19%36% of marketing-event respondents are building agentic AI products, and 81% are past exploration
Workflow & automationTrend69% of brands said they favor fully automating influencer marketing with AIStrongly agree35%Somewhat agree34%Neither agree nor disagree15%Somewhat disagree9%Strongly disagree6%Favour of fully automating influencer marketing with AI: BrandsResponseShare of respondents (%)Strongly agree35%Somewhat agree34%Neither agree nor disagree15%Somewhat disagree9%Strongly disagree6%69% of brands said they favor fully automating influencer marketing with AI
Workflow & automationIdea44%share of marketers used AI-generated insights for audience targeting in 202544% of marketers used AI-generated insights for audience targeting last year, more than used custom research (31%)
Vendor & agency managementTrend62%of CMOs identify finding the right external people as their biggest talent challenge62% of CMOs say finding the right external people is their biggest talent challenge
Workflow & automationIdea13%Share of teams using advanced techniques to hyper-personalize their marketingOnly 13% of teams hyper-personalize marketing using advanced techniques
Workflow & automationTrend90% of CMOs are experimenting with AI but fewer than 10% have scaled it or realized value across marketing workflows90% of CMOs are experimenting with AI but fewer than 10% have scaled it or realized value across marketing workflows
Workflow & automationTrend14%average increase in sales productivity reported from using AI in marketing by US companies (2026 survey)US marketers report about 14% higher sales productivity from using AI in marketing
Workflow & automationIdea42.3%of wrong AI answers were overridden with incentives and item-level feedback in Study 3 versus 20.0% in the control groupIncentives and feedback more than doubled rejection of wrong AI advice
Workflow & automationIdeaIn AI chatbots, tone mattered more for trust than speed or efficiencyIn AI chatbots, tone mattered more for trust than speed or efficiency
Workflow & automationTrendAI has already tripled copy output and cut image costs from about €45 to €4–6AI has already tripled copy output and cut image costs from about €45 to €4–6
Workflow & automationTrendIn AI-assisted influencer marketing higher engagement and better targeting were the top gains, each named by 37% of brandsHigher engagement rates37%More efficient targeting37%Faster turnaround time33%Better ROI/Cost efficiency30%Share of brands reporting each improved outcome from using AIOutcomeShare of brands (%)Higher engagement rates37%More efficient targeting37%Faster turnaround time33%Better ROI/Cost efficiency30%In AI-assisted influencer marketing higher engagement and better targeting were the top gains, each named by 37% of brands
Vendor & agency managementTrend48%of enterprise agencies saw increased client demand to integrate influencer content across other paid channels48% of enterprise agencies saw increased client demand to integrate influencer content across other paid channels
Workflow & automationIdea40%of marketers use AI tools for performance reporting and analysisOnly 40% of marketers use AI tools for performance reporting and analysis
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