The marketing world keeps changing fast. Censuswide asked more than 500 Chief Marketing Officers and over 2,000 regular people in the UK what they think. Their Voice of a CMO report came out recently. It shows what will matter most in 2026. Things like AI, social media, standing up for causes, and building a strong brand name. Let’s look at the big points. Some surprised even the pros.
AI Is Everywhere in Marketing – But People Feel Funny About It
How Bosses Use AI Right Now
Almost every CMO – 99 percent – uses AI for work already. Not tomorrow, today. They do different things with it.
- 89 percent make social posts, ads, and pictures with generative AI.
- 78 percent run older AI for boring jobs, guessing sales, and watching what people say online.
These tools save time. Content looks better. Teams get new ideas quick. One coffee brand told me they cut ad-making from two weeks to two days. Crazy, right?
Shoppers Are Not So Sure
Here’s the catch. Only 38 percent of normal folks feel okay when brands use AI for social posts. Yet 58 percent of CMOs do it anyway. That gap is huge.
Bosses worry too. Almost half (47 percent) fear hackers stealing data. 43 percent say AI stuff looks the same as everything else. 42 percent don’t want to need AI for every little thing.
Still, most agree AI helps understand buyers better and makes ads fit each person. It’s a tool, not the whole toolbox.
Quick Take
AI runs the show behind the scenes. But tell people when you use it. Or they might get mad.
Social Media Wins for Finding New Brands
Friends Used to Tell Friends – Now It’s TikTok
Old days, you heard about cool stuff from your buddy. Not anymore. Now 40 percent of UK people find new brands on social media first. That beats friends or family (37 percent) and Google search (37 percent).
Young people do it even more. Gen Z and Millennials live on Instagram, TikTok, YouTube, Facebook, and X. One girl I know bought special socks because a dog wore them in a reel. True story.
Brands rush to be there. They post fun clips, answer fast, run little shops inside the apps. Skip this and you miss the party.
Quick Take
Hang out where your crowd already scrolls. Simple.
Speaking Up on Big Issues – Good or Trouble?
Half Want Brands to Talk, Half Want Quiet
People split clean down the middle. Half say brands should speak on big topics. Half say stay out of it.
The ones who want talk care most about:
- Human rights and fair work
- Mental health
- Green planet stuff
Bosses move slow. Only 37 percent shout loud on social about causes. 29 percent pick battles carefully.
Almost all CMOs (96 percent) say being green is part of who they are. Same for treating everyone fair (95 percent). But only 25 percent feel safe talking loud about fairness stuff. Backlash scares them.
Remember that beer ad a couple years back? Sales dropped hard after some got upset. Nobody wants that again.
Jeremy Page from Brandnation says keep a plan ready if things blow up. Have answers before tweets start flying.
Quick Take
If you talk, mean it. Show proof. And have a phone tree for bad days.
Money Is Tight, But Brand Matters More Than Quick Sales
Budgets Grow Even When Cash Feels Short
89 percent of CMOs say money feels tight. Yet 85 percent expect bigger budgets next year. Funny how that works.
They spend different now. In 2024, many chased fast sales. In 2026, 62 percent watch brand awareness most. Only 46 percent did last year.
Building a name people trust wins long games. Think Nike or Apple. People buy because they like the vibe, not just the lowest price.
One shoe company spent less on flash sales. They told stories instead. Two years later, folks pay full price happy.
Quick Take
Spend to be remembered, not just to sell today.
Five Things to Remember for 2026
- Use AI for boring or safe jobs first. Let humans keep the soul.
- Only speak on causes if you walk the talk. Show receipts.
- Ask real people what they think. Numbers help bosses say yes to money.
- Live on social. Post where eyes already are.
- Build the brand slow and steady. Short wins fade fast.
Wrapping It Up
Next year mixes cool tech with old-school trust. AI helps make stuff quick and cheap. But people still want real humans behind the brand. Social feeds are the new shop windows. Speaking up can help or hurt – pick fights wise. And even when wallets feel thin, smart bosses bet on name over quick bucks.
One CMO told me over coffee last week: “We survived 2025 by listening more than shouting.” Sounds simple. Might be the trick for 2026 too.
The world spins fast. Stay real. Stay close to buyers. Mix new tools with honest talk. That combo looks like the winner.
