Artificial intelligence is quickly becoming a focal point of modern advertising, powering everything from media planning to creative optimisation. A new global report from programmatic media partner MiQ shows that while 72% of marketers plan to apply AI in more ways over the next 12 months, only 45% feel confident in their ability to apply it successfully. In short, while adoption is rising fast, marketers are signalling an uneasiness in how best to put it to work.
The UK, however, is bucking the trend. More than half (53%) of UK marketers say they’re “fully confident” in their understanding of AI, particularly when it comes to using it to extract insight and intelligence (51%). But it’s not all smooth sailing, confidence dips when it comes to leveraging AI to drive efficiencies (47%), and when relying on bespoke tools developed internally (48%) or offered by partners and vendors (46%).
The AI Confidence Curve report, surveying 3,169 marketers across 16 countries, sought to understand usage and readiness levels around different aspects of AI in advertising. Responses paint a picture of an industry in transition, eager to advance, yet still developing the skills and systems needed to have AI fulfil its potential.
“We discovered that, globally, most marketers are bunched together at the early stages of a confidence curve,” commented Jordan Bitterman, Chief Marketing Officer, MiQ. “We’re at the start of a journey that will ultimately see us all move up the curve as we apply AI to more of our mission-critical work. Usage currently outpaces readiness by 27 percentage points, and we see that as pure opportunity to be unlocked.”
Alfie Atkinson, CEO MiQ UK, added, “The UK already has a head start when it comes to AI confidence, with more than half of marketers feeling assured in their understanding of the technology. But the real opportunity now lies in turning that confidence into impact.
“Our report shows that confidence drops when AI moves from theory to practice, when it’s expected to drive efficiencies or integrate into everyday workflows. Real progress
won’t come from adding more tools. The aspiration is to continue to rethink how people work, train teams to thrive alongside AI, and embed it in our daily workflows to build a culture where intelligence and collaboration drive performance.”
UK marketers pick YouTube as their priority channel
Overall, the UK is leading the charge in embracing video-first, channel-led strategies. More than one-third (36%) of UK marketers plan primarily by channel (such as YouTube, CTV, mobile and DOOH) compared with a global average of 28%. Far fewer UK marketers plan around either a purchase journey (20%) or funnel (20%).
YouTube emerged as the UK’s most heavily invested-in advertising platform, with half (50%) of UK advertisers and marketers buying it as a standalone channel. It sits well ahead of other media, with social platforms (45%) and digital video (41%) the next most popular, while one in three (32%) UK marketers are buying programmatic display media.
The rise of ‘business outcome’ metrics
Despite advances in AI and analytics, many UK marketers continue to rely on engagement-based metrics to define success. Nearly half (48%) say KPIs such as CTR, email opens, and social engagement remain central to how performance is measured. Confidence in measurement also lags, with only 37% saying they track the right objectives and 43% confident their budgets are allocated effectively.
Even so, the UK stands out for showing early signs of a shift toward business outcomes. Customer retention (43%) now ranks as the second most-used success metric, just ahead of conversions (41%), making the UK the only market in the study where retention takes precedence.
Moreover, despite GDPR restrictions, UK marketers are remarkably confident in their ability to track and optimise against in-store visits, with 51% rating their abilities as “very good” in this area. Comparatively, they’re less sure about their capabilities in measuring ROAS (45%).
Despite concerns, optimism remains high as adoption accelerates. To increase confidence and move along the curve, the report highlights a number of ways marketers can move forward with purpose, including: adopting partner-agnostic solutions; integrating AI into performance measurement; investing in AI literacy across teams; and preserving human expertise in key roles.
MiQ partnered with Censuswide in September 2025 to survey a pool of 3,169 marketers across 16 different countries.
“Every marketer is trying to find the balance between learning and leading with AI,” Bitterman added. “The ones who advance fastest will treat confidence as a capability, something built every day through connection, curiosity, and collaboration.”
Read the full MiQ AI Confidence Curve report to learn how marketers can close the readiness gap and turn adoption into confident, measurable progress.
