SHORT ANSWER
AI is now routine in marketing, but results lag behind use. 75% of marketers have adopted AI (Salesforce, 2026) and CMOs put 15.3% of marketing budgets into AI (Gartner, 2026), yet only 30% report mature AI readiness. Consumers move faster in some places: 57% of US consumers say they would let an AI agent check out for them; 13% have.
I collect these figures from Market Radar, the research product of Adin.AI. Every number below is copied as the original study states it, with the organisation, the study, the sample where it is given, and the date Market Radar last checked it. Where a figure is what people say they will do rather than what they do, it is marked as intent. Several studies come from companies that sell commerce, AI or finance products; the source line names them so you can judge.
How marketers use AI
| Figure | Finding and source |
|---|---|
| 75% | 75% of marketers have adopted AI, yet 84% still run generic campaigns.Source: Salesforce, State of Marketing, 10th ed., 19 Feb 2026 (n=4,450 marketing decision makers; vendor-run). Via Market Radar, data as of 26 Sep 2026. |
| 24.2% | US marketing leaders say AI is used in 24.2% of marketing activities in 2026, up from 8.6% in 2022, and expect 55.9% within three years.Source: The CMO Survey (Duke Fuqua, Deloitte, AMA), 2026 Topline Report (n=191, fieldwork 7-29 Jan 2026). Via Market Radar, data as of 5 Oct 2026. |
| 89% vs 37% | 89% of organisations report regular AI use in at least one function in 2026, but only 37% attribute any EBIT impact to AI.Source: McKinsey & Company, The state of AI in 2026: On the road to ROI (n=1,719, fieldwork 4 May-8 Jun 2026). Via Market Radar, data as of 5 Oct 2026. |
| 30% | While 70% of CMOs say becoming an AI leader is a critical goal for 2026, only 30% report mature or fully developed AI readiness capabilities.Source: Gartner, 2026 CMO Spend Survey, press release 11 May 2026 (n=401, Jan-Mar 2026). Via Market Radar, data as of 5 Oct 2026. |
| 12% | Only 12% of marketing teams currently possess the necessary expertise to effectively leverage AI.Source: WFA, Marketing transformation research, 2026 (80 senior marketers across 57 companies). Via Market Radar, data as of 5 Oct 2026. |
| 70% | 70% of senior marketers already use GenAI to work more efficiently.Source: Kantar, Media Reactions 2025 / The state of GenAI in media and advertising (n=974 senior marketers, 30 markets, May-Aug 2025). Via Market Radar, data as of 5 Oct 2026. |
| 27% | 27% of CMOs said their organisation had limited or no generative AI adoption in marketing campaigns; 77% of adopters used it for creative development.Source: Gartner, survey of marketing leaders, 18 Feb 2025 (n=418). Via Market Radar, data as of 26 Sep 2026. |
| 82/100 | Being visible in AI assistant answers is the top audience-insight demand among US brand marketers, scoring 82 of 100. Market Radar score.Source: Market Radar (Adin.AI), Marketing Trends Demand Strength score (audience-insight demand among US brand marketers). Via Market Radar, data as of 5 Oct 2026. |
Budgets and AI investment
| Figure | Finding and source |
|---|---|
| 15.3% | CMOs are allocating an average of 15.3% of marketing budgets to AI initiatives.Source: Gartner, 2026 CMO Spend Survey, press release 11 May 2026 (n=401, Jan-Mar 2026). Via Market Radar, data as of 5 Oct 2026. |
| 7.7% | Marketing budgets are flat at 7.7% of company revenue, and 59% of CMOs say they lack the budget to execute their strategy.Source: Gartner, 2025 CMO Spend Survey, 12 May 2025 (n=402 marketing leaders). Via Market Radar, data as of 26 Sep 2026. |
| 16% to 36% | Marketing leaders expect AI-driven automation of marketing work to more than double, from 16% in 2026 to 36% by 2028. Intent (what people say they will do).Source: Gartner, CMO survey, press release 11 May 2026 (n=402, Aug-Oct 2025). Via Market Radar, data as of 5 Oct 2026. |
| 75% vs 16.5% | 75% of retail and consumer products executives call AI a top strategic priority, but only 16.5% can quantify a return.Source: Deloitte, State of AI Adoption in Retail and CPG: 2026 Executive Survey, 18 Jun 2026 (n=200 executives). Via Market Radar, data as of 26 Sep 2026. |
AI in creative and content
| Figure | Finding and source |
|---|---|
| 96% | 96% of major brands already use generative or agentic AI in marketing.Source: World Federation of Advertisers, State of AI in Marketing 2026, 30 Sep 2026 (54 senior respondents from 46 brand owners). Via Market Radar, data as of 11 Oct 2026. |
| 78% | 78% of global brands are using AI-generated or AI-enhanced content in consumer-facing marketing.Source: WFA + ICAS, AI labelling research, 2026 (27 multinational brands). Via Market Radar, data as of 5 Oct 2026. |
| 83% | 83% of US ad executives say their company has deployed AI in the creative process, up from 60% in the 2024 study.Source: IAB, The AI Ad Gap Widens, 2026 (n=104 US ad executives, Oct 2025-Jan 2026). Via Market Radar, data as of 5 Oct 2026. |
How consumers use AI
| Figure | Finding and source |
|---|---|
| 61.8% | 61.8% of US adults aged 18-64 used generative AI in 2026, up from 44.6% in 2024.Source: Federal Reserve Bank of St. Louis, Real-Time Population Survey (Bick, Blandin, Deming), 2026 (US adults 18-64; n not stated). Via Market Radar, data as of 5 Oct 2026. |
| 71% | 71% of people aged 16-74 in Norway used generative AI in the last three months in 2026, up from 57% a year earlier.Source: Statistics Norway (SSB), Table 14365: Use of artificial intelligence in the last three months, 2026 (official ICT household survey). Via Market Radar, data as of 5 Oct 2026. |
| 2.2% | Only 2.2% of PNC customer households paid for a generative AI subscription in May 2026.Source: PNC Economics Research, Consumer Health Check, June 2026 (PNC customer households, card data; not all US households). Via Market Radar, data as of 5 Oct 2026. |
| 63% | 63% of UK consumers have used a gen AI app and 10% use one daily, yet 27% of AI users do not realise answers can be inaccurate.Source: Deloitte UK, Digital Consumer Trends 2026 (n=4,150 UK consumers, May 2026). Via Market Radar, data as of 26 Sep 2026. |
| 38% | 38% of smartphone users expect to be using agentic AI by 2030 for tasks such as scheduling, bookings and purchases. Intent (what people say they will do).Source: Ericsson ConsumerLab, An agentic life, Sep 2026 (43,000+ smartphone users in 27 markets; vendor-run). Via Market Radar, data as of 26 Sep 2026. |
AI shopping and AI agents
| Figure | Finding and source |
|---|---|
| 57% vs 13% | 57% of US consumers say they would let an AI agent check out for them; 13% have. Intent and behaviour come from different studies. Intent (what people say they will do).Source: Intent: Omnisend, Adyen, KPMG; Behaviour: Omnisend, Checkout.com (as compiled by Market Radar). Via Market Radar, data as of 7 Oct 2026. |
| $3 trillion to $5 trillion | Agentic commerce could orchestrate $3 trillion to $5 trillion globally by 2030, and $900 billion to $1 trillion of US retail revenue. Forecast.Source: McKinsey & Company, QuantumBlack, The agentic commerce opportunity, 17 Oct 2025. Via Market Radar, data as of 26 Sep 2026. |
| 90% | 90% of frequent AI users in North America would be open to switching from a preferred brand if their assistant offered a better alternative. Intent (what people say they will do).Source: Accenture, Agentic commerce: Make your brand unmissable, 28 Apr 2026 (Accenture consumer survey, Sep 2025). Via Market Radar, data as of 26 Sep 2026. |
| 35% | Shopping-related generative AI use grew 35% between February and November 2025, and more than 60% of consumers express high trust in GenAI results.Source: BCG, Global Consumer Radar, Consumers Trust AI to Buy Better, 2 Jan 2026 (9,000+ respondents in nine countries). Via Market Radar, data as of 26 Sep 2026. |
| 693.4% | Traffic from generative AI tools to US retail sites rose 693.4% year on year over the 2025 holiday season, from a modest base.Source: Adobe Analytics, Holiday Shopping Season Drove a Record $257.8 Billion Online, 7 Jan 2026. Via Market Radar, data as of 26 Sep 2026. |
| 9x | Shoppers arriving from AI search channels such as ChatGPT and Perplexity converted nine times more often than those from social media in holiday 2025.Source: Salesforce, Holiday Season Rakes in Record $1.29T for Retailers, 8 Jan 2026. Via Market Radar, data as of 26 Sep 2026. |
| 65% vs one-third | 65% of shoppers will use AI for at least one shopping task, but only one-third trusted an agent to buy for them. Intent (what people say they will do).Source: Shopify, 2026 Global Holiday Retail Report, 6 Oct 2026 (18,000 shoppers in nine countries, Sapio Research; vendor). Via Market Radar, data as of 11 Oct 2026. |
| 65% | When an AI tool shows several options, 65% of shoppers click the brand they already know first; 11% pick the cheapest.Source: Bazaarvoice and Kiri Masters, 15 Sep 2026 (3,600+ Influenster community members, US and EMEA). Via Market Radar, data as of 11 Oct 2026. |
| 15% | Only 15% of merchants have the structured data that makes their products, prices and policies readable by AI agents.Source: Visa Acceptance Solutions, 2026 Global Digital Shopping Index: The Agentic Commerce Deep Dive (PYMNTS Intelligence, n=1,185 merchants in US, Brazil, UAE, Mar 2026). Via Market Radar, data as of 11 Oct 2026. |
Holiday retail and Black Friday 2026
| Figure | Finding and source |
|---|---|
| 130% | Adobe expects AI traffic to US retail sites to rise 130% this holiday season, with Black Friday up 95%. Forecast.Source: Adobe Analytics holiday forecast, 28 Sep 2026. Via Market Radar, data as of 11 Oct 2026. |
| $275.1 billion | Adobe expects US online holiday sales of $275.1 billion from 1 Nov to 31 Dec 2026, up 6.7%, with Black Friday at $12.9 billion, up 9.2%. Forecast.Source: Adobe Analytics holiday forecast, 28 Sep 2026. Via Market Radar, data as of 11 Oct 2026. |
| 4% | Only 4% of US consumers expect to buy gifts through AI tools, against 60% in store. Intent (what people say they will do).Source: PwC, 2026 Holiday Outlook, 8 Sep 2026 (n=4,093 US consumers, 15-26 Jun 2026). Via Market Radar, data as of 11 Oct 2026. |
| 24% | 24% of US online shoppers plan to start holiday shopping on AI platforms, up from 17% in 2025. Intent (what people say they will do).Source: Bain & Company, holiday retail forecast, 3 Sep 2026 (survey of more than 1,100 US consumers). Via Market Radar, data as of 11 Oct 2026. |
| 40% vs 5% | In Great Britain, 40% would let AI find the best price for Black Friday, but only 5% would let it complete a purchase. Intent (what people say they will do).Source: YouGov, UK Mega Sales Report 2026 (n=2,039 adults in Great Britain, 13 Jul-11 Aug 2026). Via Market Radar, data as of 11 Oct 2026. |
Regional differences
| Figure | Finding and source |
|---|---|
| 64% vs 0.129% | 64% of UK adults say they use AI tools to choose beauty products, yet ChatGPT drives just 0.129% of visits to the top 3 UK beauty sites.Source: Survey: Boots, 2026 Beauty & Wellness Trends Report; traffic: Similarweb pilot series, United Kingdom, Jun-Aug 2026. Via Market Radar, data as of 7 Oct 2026. |
| 15% | Only 15% of adults in Great Britain have used AI to shop, second from bottom of 19 markets.Source: YouGov, UK Mega Sales Report 2026 (n=2,039 adults in Great Britain, 13 Jul-11 Aug 2026; part of 19-market study). Via Market Radar, data as of 11 Oct 2026. |
| 61% | Across Europe, 61% of consumers already use AI for product discovery, while fully autonomous purchasing remains limited.Source: EuroCommerce with McKinsey & Company, European retailers face a €240 to 320 billion AI opportunity, 10 Jun 2026 (industry association report). Via Market Radar, data as of 11 Oct 2026. |
Sector by sector: beauty, fashion, food, telco, finance
| Figure | Finding and source |
|---|---|
| 49% | Beauty. 49% of consumers already receive beauty recommendations from generative AI, and e-commerce beauty sales grow six times faster than in-store.Source: NielsenIQ (NIQ), State of Beauty 2026, 31 Mar 2026 (POS data, 52 markets, and consumer panels). Via Market Radar, data as of 26 Sep 2026. |
| 75% | Beauty. About 75% of highly engaged US beauty buyers (Optimizers) use AI for research, and about one in four treat it as a primary source.Source: BCG + WWD, State of Beauty 2026, 13 May 2026 (survey of about 5,000 US adults). Via Market Radar, data as of 26 Sep 2026. |
| 40% | Fashion. 40% of younger consumers (Gen Z and Gen Alpha) already use AI to shop for fashion.Source: BCG with Women's Wear Daily, Future of Fashion Report, 29 Oct 2025 (9,000+ consumer responses). Via Market Radar, data as of 26 Sep 2026. |
| 31% | Food & beverage. Among US consumers who use generative AI to discover products, 31% use it for grocery purchases.Source: McKinsey & Company, State of Food and Beverage, 8 Apr 2026. Via Market Radar, data as of 26 Sep 2026. |
| 77% | Telco. Up to 77% of consumers feel no loyalty to their telecom provider, and annual churn runs at around 22%.Source: Deloitte, 2026 Global Telecommunications Industry Outlook, Feb 2026 (third-party consumer data cited by Deloitte). Via Market Radar, data as of 26 Sep 2026. |
| 49% | Finance. 49% of consumers used AI to support savings and investment decisions in the past six months; 14% have let AI select a provider for them.Source: EY, second Global AI Sentiment Survey, 24 Apr 2026 (n=18,152 people in 23 countries). Via Market Radar, data as of 26 Sep 2026. |
| 83% | Finance. 83% of US banking customers would feel anxious about an AI agent acting on their finances without their approval. Intent (what people say they will do).Source: Deloitte, Bank customers' trust in gen AI, 27 Aug 2026 (almost 2,600 US banking customers). Via Market Radar, data as of 26 Sep 2026. |
How to read these numbers
Intent and behaviour are not the same thing. The gap between what people say about AI and what they are measured doing is often the most useful number in a study: in the UK, 64% of adults say they use AI tools to choose beauty products, while ChatGPT drives 0.129% of visits to the top three UK beauty sites. Read a single figure as a signal, and check the original study before you put it in a plan.
Questions
How many marketers use AI in 2026?
75% of marketers have adopted AI, according to Salesforce’s 2026 State of Marketing (n=4,450), and the World Federation of Advertisers found that 96% of major brands use generative or agentic AI in marketing. Use is high; only 30% of CMOs report mature AI readiness (Gartner, 2026).
How much of the marketing budget goes to AI?
CMOs allocate an average of 15.3% of their marketing budgets to AI initiatives, according to Gartner’s 2026 CMO Spend Survey (n=401). Total marketing budgets stayed flat at 7.7% of company revenue in Gartner’s 2025 survey.
Do consumers let AI shop for them?
Mostly not yet. 57% of US consumers say they would let an AI agent check out for them, but 13% have. Shopify’s 2026 holiday report found 65% of shoppers will use AI for at least one shopping task, while only one-third trusted an agent to buy for them.
Source & disclosureThese figures come from Market Radar, the research product of Adin.AI, the company I co-founded. Every figure links to its original source. With a Market Radar membership, you can start using it right away. I update this page every month.