Intelligence & Trends

Marketers have spent years perfecting how media is bought and targeted, and in a world where that precision has become table stakes, it’s no longer where the biggest gains are found. Far less attention and investment has gone into the creative that runs through that media, and that’s where the unclaimed value now sits.

Data, Insights, Outlook 2026 is a quarterly thematic series edition from Marketing + Media Alliance Indonesia that captures the signals shaping marketing & advertising across the year. Each edition draws from Member Insights contributed by MMA Indonesia members and turns those perspectives into a curated view of the forces influencing business, brands, consumers and growth - as highlights.

At Cannes Lions 2026, 13,000+ marketing leaders from 92 countries gathered around a single question: Where does creative advantage come from once AI handles capacity?

This report argues that the advantage has migrated. It is no longer a technology problem. AI compresses production and testing, but it cannot decide what is worth making, how a brand should behave, or which investment deserves to scale.

Yapay zeka kapasiteyi devralınca rekabet avantajı nerede kalıyor? Marketing + Media Alliance, Cannes Lions 2026'yı Global, MEA ve Türkiye merceğinden okuyor.

Cannes Lions 2026'da 92 ülkeden 13.000'i aşkın pazarlama lideri tek bir sorunun etrafında toplandı: Yapay zeka kapasiteyi devraldığında yaratıcı avantaj 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.

Data, Insights, Outlook 2026 is a quarterly thematic series edition from Marketing + Media Alliance Indonesia that captures the signals shaping marketing & advertising across the year. Each edition draws from Member Insights contributed by MMA Indonesia members and turns those perspectives into a curated view of the forces influencing business, brands, consumers and growth - as highlights.