Key Findings
What the data really tells us
AI Spread Thin Without Depth of Use
AI is spread thin without depth of use. More than half (52%) of respondents say it is fully integrated across marketing channels, and 28% describe it as widespread. Yet true transformation remains limited, with personalisation often confined to product recommendations or simple triggers.
Campaign execution lags behind AI ambition
Only 15% of respondents are able to launch a campaign in less than a week, while not one respondent reported being able to launch in less than a day. Despite widespread AI adoption, nearly a third (31%) of say it still takes them more than a month to launch a campaign.
Measuring impact is the biggest obstacle
A significant 73% of respondents struggle to measure campaign impact effectively, while 61% cite resource dependencies and 55% point to lack of real-time customer data. These challenges prevent AI from delivering its promised agility.
Agility is important, but not always prioritised
Only 17% of leaders say reducing execution time is “critical” to competitiveness. More than half (53%) describe it as merely “somewhat important,” suggesting speed is often sacrificed in favour of compliance, governance, or brand management.
Of respondents say AI is fully integrated across their marketing channels - yet 0% can launch a campaign in less than a day
Positionless Marketing is the next frontier
91% of respondents expect Positionless Marketing to bring greater independence, with 61% pointing to faster execution. Most are either experimenting (45%) or moving in that direction (41%), though only 13% say they operate fully in this way today.
