"From planning and activation to creative and measurement, AI is now firmly on marketers' daily to do list. But new global research from MiQ suggests that action is not translating into impact. Nearly three-quarters (72%) of marketers plan to apply AI in more ways over the next 12 months. But less than half (45%) are confident in their ability to use it successfully. UK marketers are bucking the global trend: more than half (53%) say they're fully confident in their understanding of AI, especially when it comes to using it for insights and intelligence. But that still leaves nearly half the country's marketers not feeling fully up to speed. Little wonder that 41% say they want more training."
"The AI Confidence Curve report, surveying 3,169 marketers across 16 countries, reveals that most teams are still in the testing, rather than the transformational phase when it comes to AI, says Alex Deats, chief strategy officer UK, from programmatic media firm MiQ: "Our research paints a picture of an industry in transition - keen to advance but without all the skillsets and strategies to really push AI to its full potential. Usage currently outpaces readiness by 27 percentage points - that's a massive opportunity gap that needs to be unlocked.""
AI is now an everyday tool across planning, activation, creative and measurement, but adoption currently outpaces marketers' readiness. A survey of 3,169 marketers across 16 countries found 72% plan to expand AI use within 12 months while only 45% feel confident using it successfully. In the UK, 53% report full confidence, particularly for insights and intelligence, yet nearly half remain not fully up to speed and 41% seek more training. Most teams remain in testing rather than transformational phases, producing a 27 percentage-point gap between usage and readiness. The UK is shifting toward video-first, channel-led planning.
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