AI

Where does competitive advantage come from in an AI world? New analysis from Marketing + Media Alliance covering 13,000+ Cannes delegates across Global, DACH, and Türkiye perspectives. Five strategic premiums. One framework.

At Cannes Lions 2026, 13,000+ marketing leaders from 92 countries gathered to answer one question: Where does creative excellence come from when AI handles capacity?

Yapay zeka çağında rekabet avantajı nereden geliyor? Marketing + Media Alliance yeni analizi: 13.000'den fazla Cannes delegesinin Global, DACH ve Türkiye perspektifiyle. Beş stratejik üstünlük. Bir çerçeve.

Cannes Lions 2026'de 92 ülkeden 13.000'den fazla pazarlama lideri aynı soruyu sormak için toplandı: Yapay zeka kapasiteyi ele aldığında yaratıcı mükemmellik nereden geliyor?

A commentary on the AI Adoption Study 25, examining why Türkiye leads the region in AI awareness yet a third of its marketing leaders report no clear vision or roadmap.

The State of AI in Marketing 2026 is a joint report by MMA and Decision Lab, surveying 143 marketing professionals across five Southeast Asian markets in early 2026. It finds that while 57% of organisations have reached advanced AI adoption, the real gap now lies in scaled integration, talent capability, and risk governance rather than access to tools. The report closes with practical implications to help marketers move from experimentation to disciplined, organisation-wide AI integration.

MMA AI Adoption Study 25 | South Africa, conducted by MMA Academy and Kantar Insight, provides a focused view of how organizations in South Africa are adopting AI across Marketing and Customer Experience (CX).

MMA AI Adoption Study 25 | MENA, conducted by MMA Academy and Kantar Insight, provides a focused view of how organizations in MENA are adopting AI across Marketing and Customer Experience (CX).

MMA AI Adoption Study 25 | Türkiye, conducted by MMA Academy and Kantar Insight, provides a focused view of how organizations in Türkiye are adopting AI across Marketing and Customer Experience (CX).

MMA AI Adoption Study 25 | MEA is a joint study by MMA Academy and Kantar Insight exploring how organizations apply AI in Marketing and Customer Experience (CX) across Türkiye, MENA, and South Africa.

In today’s rapidly evolving marketing landscape, staying ahead requires collaboration and insights from industry leaders. That’s why ShopBack and the Modern Marketing Association (MMA) have joined forces to bring you this groundbreaking report.

Packed with data-driven strategies and real-world applications, this report explores cutting-edge trends and actionable tactics to help you navigate the future of marketing with confidence.