Most brands are experimenting with AI. Far fewer have made it work.
The AI Marketing Maturity Study 2026, conducted by MMA in collaboration with EY as Knowledge Partner, and Powered by Mobavenue, benchmarks where brands and marketers stand across Creative & Content, Measurement & Insights, Media & Personalisation, Propensity Modelling, Dashboards, and Customer & Sales Journeys.
It reveals who is moving from experimentation to always-on AI adoption, and what is actually driving measurable business impact.
Built on conversations with 60+ senior leaders, CMOs, CTOs, Digital Heads, VP-Marketing, and AI in Marketing practitioners, the study goes beyond media use cases to spotlight AI applications delivering real, measurable outcomes across CPG, FMCG, BFSI, Technology, SaaS Martech, Real Estate, and more.
How this report helps you
A practical benchmark — not just a research deck. This study is designed to help marketers move from AI experimentation to strategic, always-on adoption that drives business impact.
- Benchmark your AI maturity across key marketing functions and identify where you stand relative to peers.
- Spot the gaps holding back adoption, organisational alignment, or return on AI investment.
- See how peers are applying AI across the full marketing value chain — from creative to commerce.
- Move from experimentation to execution with a clearer view of what always-on AI adoption looks like in practice.
- Shape your AI roadmap with sharper priorities and next steps grounded in real industry data.
Key Findings: Where AI Is, and Isn’t delivering
Across the four pillars, 84–88% of adopters are already reporting medium to high business impact.
The 5 Signals Are Clear
- Creative is the entry point: Most evolved use case, yet 65% still rely on stand-alone AI tools
- Measurement is the pressure point: Demand for real-time, trusted insights is pushing 50% to build in-house capabilities
- Propensity is the maturity marker: With 57% full-stack integration, it best signals emerging AI maturity
- Journeys are in transition: 54% have full stacks, but customer and sales use cases remain agency-supported
- AI has moved from promise to performance: Across all four pillars, 85% report medium to high business impact
