Marketers shift from AI experiment to implementation

Mediaocean has released its 2026 H2 Market Report on marketer attitudes to AI. The study found that marketers are moving from experimentation to implementation.

Based on a survey of 312 marketing professionals, the report found that AI remains the top consumer trend watched by the sector for the fourth consecutive reporting period.

Three-quarters of respondents identified AI as the most important consumer trend to watch, keeping it ahead of other market themes even as views of its practical role became more measured.

Half of marketers now use AI for data analysis, according to Mediaocean. Use in creative development and personalisation rose by more than 50% year on year, pointing to broader adoption in day-to-day marketing work.

At the same time, fewer marketers now see AI as a force for major workflow transformation. The share holding that view fell to 19% from 28% in 2025, suggesting a shift from broad expectations towards narrower use cases with clearer business value.

Spending plans

Budget intentions suggest marketers are still prepared to back AI with new spending. Some 60% of respondents said they plan to increase investment in AI media in the second half of the year, making it the fastest-growing spend category in the study.

Connected TV also remained resilient, with 89% of marketers planning to maintain or increase investment in CTV, indicating that the format continues to hold a central place in media planning.

The research also points to changes in how marketing teams manage transactions and workflows. More than a third of respondents said they are moving away from spreadsheet-based processes in favour of API-led automation and direct-to-publisher transactions.

That adds to evidence that parts of the advertising market are trying to reduce manual operational work while testing AI in planning, measurement and creative functions.

Practical focus

The survey suggests marketers are becoming more selective about where AI fits within their organisations. Rather than treating the technology as a catch-all solution, respondents appear to be focusing on specific tasks such as analysis, content development and personalisation.

This shift is notable because AI has dominated industry discussion for several reporting periods. Mediaocean's latest findings suggest the conversation is now less about whether to adopt AI and more about where it can be applied in measurable ways.

The report is the tenth edition of Mediaocean's twice-yearly research series, which the company said has gathered insights from more than 6,400 respondents since it began.

The latest edition surveyed professionals across brands, agencies, media companies and technology providers. That mix gives the findings relevance across several parts of the advertising supply chain, from campaign planning to media execution and measurement.

Background material separately put the broader respondent base for the series at more than 6,100. The latest survey itself was conducted in May among 312 marketing professionals.

For media owners, agencies and ad technology groups, the findings offer a snapshot of how buyers are allocating attention and budget. Strong stated support for CTV suggests established digital video channels continue to attract investment even as newer AI-linked products draw spending.

For software and workflow providers, the move away from spreadsheets may be as significant as the headline AI figures. If marketers continue replacing manual processes with automated links to publishers and platforms, that could change how campaigns are booked, tracked and reconciled.

The report does not present AI adoption as a simple story of rising enthusiasm. Instead, the lower share of respondents expecting major workflow transformation suggests some marketers are recalibrating expectations after an earlier period of heavier rhetoric around the technology.

That does not mean interest is fading. Growing use in analysis and creative tasks, alongside plans to increase spending on AI media, points to continued momentum in areas where marketers believe the tools fit existing business processes.

Aaron Goldman, Chief Marketing Officer at Mediaocean, commented on the shift in the market's thinking.

"Over the last few years, the industry conversation has focused on whether marketers should adopt AI. But that debate is over. The question now is how AI gets operationalized across planning, activation, measurement, and optimization. What this research shows is that marketers are moving beyond experimentation and looking for practical ways to connect intelligence with execution. This is an opportunity to create more connected systems that help teams move faster, make better decisions, and drive stronger outcomes," said Goldman.