AI is no silver bullet, say senior marketers on three continents

According to the study, the number one challenge for top marketers in 2026 is a lack of understanding and knowledge of how AI will fundamentally change the way businesses operate (30%). 

While numerous AI pilots have been launched, only a small fraction have reached a productive, fully integrated operational phase (12%).  

Current expectations for AI agents focus primarily on process efficiency – including automated content creation, A/B testing and optimisation, automated email delivery, and customer service automation – rather than advanced, data-driven optimisation. 

The conclusion of the report regarding artificial intelligence in marketing is that, right now, AI is no silver bullet. 

Tension between knowledge and pace of technology 

The shift toward GenAI-based search (Artificial Intelligence Optimisation and Generative Engine Optimisation) is proving to be game-changing, with content once again evaluated on depth, contextual relevance and user intent in ‘zero-click’ environments.  

Challenges persist in areas such as retail media, where limited in-house expertise, unclear value contribution and restricted access to retailers’ critical data assets continue to hinder progress – underscoring a broader tension between linear organisational development and the exponential pace of technological change. 

Customer centricity remains a leading priority 

Customer centricity also continues to be a leading strategic priority for many organisations (43%). Yet execution clearly lags, with only around a third reporting that they are ‘somewhat satisfied’. This highlights a persistent gap between ambitious strategies and operational reality. 

Another strategic focus in 2026 is the shift toward sales and performance marketing in the lower funnel, closely linked with increased use of AI. At the same time, only 22% of companies position themselves as ‘AI and automation pioneers’, while most (53%) operate as ‘balanced growth marketers’ in the mainstream. 

Despite economic uncertainty, inflationary pressure and geopolitical risks, marketing budgets remain resilient, with approximately 75% of companies reporting stable or increasing spending. 

Comments Ralf Strauss, Chairman of the European Marketing Confederation: “While technology develops exponentially, organisations remain pretty flat in their development. The bottleneck is in the know-how of most companies. 

“The revolution and journey towards data- and AI-driven customer interaction has just started, requiring true cross-functional collaboration.” 

You can download the full ‘European Marketing Agenda 2026’ document here.