Censuswide has published its annual Voice of a CMO report, providing a deep dive into the state of marketing today.
Surveying 500 CMOs and over 2,000 UK consumers, the report reveals how marketing leaders are embracing AI, approaching activism in a tense geopolitical climate and pivoting from short-term wins to long-term brand building, despite ongoing budget pressures.
AI adoption outpaces consumer comfort
AI is now firmly embedded in marketing operations:
- Over 99% of CMOs report using some form of AI
- 89% deploy generative AI for social content, ad creative, and image generation
- 78% use traditional AI for workflow automation, forecasting, and social listening
Nearly three in five marketers (58%) say AI has exceeded expectations, citing higher-quality content, greater efficiency, and enhanced creativity. Yet consumer comfort lags, as only 38% feel comfortable with brands using AI to create social media content, even as 58% of CMOs actively do so.
The report highlights concern around AI from CMOs. 47% of CMOs worry about data security, 43% a lack of original content, and 42% are concerned about over-reliance on AI.
Year on year, AI adoption and output quality are improving, with marketers noting better personalisation, insights into customer profiles and creative opportunities.
Social media leads brand discovery
Brand discovery has traditionally relied on word of mouth, but the report reveals social media now leads the way.
- 40% of UK consumers say they discover new brands primarily via social platforms
- Recommendations from friends/family and online search follow closely at 37% each
- Engagement is especially high among Gen Z and Millennials, with only 2–5% reporting they don’t use social platforms for brand interaction
CMOs are responding by maintaining a presence across Facebook, Instagram, TikTok, YouTube, and X, ensuring they meet consumers where they are already active.
Activism matters, but requires strategic care
Consumers are divided on whether brands should take a stand on social and political issues:
- 50% expect or want brands to engage on these topics, and the remaining 50% do not
- Among those who want or expect it, the most important issues are human rights/ethical supply chains, mental health and sustainability
Similarly, CMOs are approaching activism cautiously:
- 37% are ‘active and vocal’ on social media
- 29% are ‘selective and strategic’
- 11% are ‘supportive but subtle’
Their priorities align with consumers; with the top three issues they are most comfortable speaking about ranked in the same order.
Interestingly, almost all CMOs agree that sustainability (96%) and diversity, equity, and inclusion (95%) are vital to brand identity. Yet only 25% feel comfortable taking a public stance on DEI.
It’s clear that CMOs are acutely aware of backlash. Nearly a quarter (24%) say the prospect is always on their mind, and 40% worry about it most of the time. A third believe it negatively impacts creativity, with the biggest perceived threat being campaigns ‘causing offence or missing the mark’.
Year on year, the frequency of CMOs concerns has increased and it’s hardly surprising. The media has been flooded with global brands in that very situation.
“We’re approaching 2026 in this climate, so now is a good time to take a look at your crisis comms,” advises Brandnation’s Global Head of Brand and Strategy, Jeremy Page. “Take steps to update your tone, factor in quality as well as creativity with an approach that’s more corporate not corporate.”
Budgets and measurement show a shift to brand equity
Despite 89% of CMOs reporting budget pressures, 85% still expect marketing budgets to rise next year.
Significantly, there’s a shift from short-term sales focus to long-term brand building:
- Brand awareness is now the primary metric CMOs track (62%), shifting from sales in 2024 (46%)
- Market research strengthens stakeholder buy-in: nearly 70% of CMOs using research report full leadership support, compared with 45% who don’t
This demonstrates the growing recognition that sustained brand equity drives long-term business growth.
The key insights for marketers in 2026
- AI as a tool: Use AI to enhance creativity and efficiency, starting with low-risk projects.
- Credible activism: Align with values, provide evidence and anticipate backlash.
- Data-driven decisions: Leverage market research to gain leadership support and budget approval.
- Social-first discovery: Engage where your audience already searches and shares.
- Long-term brand focus: Prioritise brand equity and awareness over short-term sales.
Censuswide’s ‘Voice of a CMO’ report paints a picture of an industry adapting to rapid social, technological, political and economic changes. AI is embedded in operations, activism is polarising yet important and brand building has returned to the top of the agenda. To thrive today, marketers will need deft storytelling and solid metrics across the media spectrum.
To receive the full report, head here.
Ready to put these insights into action?
At Brandnation, we help marketers drive long-term brand growth through insight-driven creative campaigns amplified across PR, influencer marketing, social media and performance marketing.
To find out how we can help your brand thrive in 2026, get in touch.
About the author
Natalie Clement | Digital
Marketing Executive
With international experience as a digital marketer, writer, and editor, Natalie has worked across sectors including lifestyle, technology, and tourism.
