Summary
The report reveals that while AI is widely adopted, its immediate productivity benefits are still moderate, and marketers are looking to diversify their efforts across platforms, with an increasing reliance on influencers and user-generated content (UGC).
AI Adoption vs. Efficiency:
82% of marketers are now using AI tools in their daily processes, primarily for analytics and content creation.
However, only 35% report seeing significant productivity gains. The report suggests this could be due to knowledge gaps, ingrained work behaviors, or the fact that AI is better framed as a complementary tool rather than a wholesale replacement for human labor.
Influencer Marketing is Growing:
67% of marketers plan to boost their influencer budgets in 2026.
The primary goal is brand awareness, driven by the rise of short-form video. Influencers are valued for their innate understanding of these evolving mediums.
Platform and Content Priorities:
Instagram remains the leading platform of focus, followed, surprisingly, by LinkedIn, reflecting its rising relevance for professional networking and community building.
Marketers are looking to diversify their resources across more platforms. The need for cross-channel efficiency highlights the essential role of technology like automation and AI scheduling.
Short-form video is the main content focus, and increasing engagement is the top overall metric priority, ahead of lead generation.
UGC and Reddit's Rise: The report also noted the growing attention to Reddit, as its content is increasingly being cited by AI chatbots, making it a new focal point for marketers seeking content visibility.