Most brands are experimenting with AI. Far fewer have made it work.
The AI Marketing Maturity Study 2026, conducted by MMA in collaboration with EY as Knowledge Partner, and Powered by Mobavenue, benchmarks where brands and marketers stand across Creative & Content, Measurement & Insights, Media & Personalisation, Propensity Modelling, Dashboards, and Customer & Sales Journeys.
It reveals who is moving from experimentation to always-on AI adoption, and what is actually driving measurable business impact.
Built on conversations with 60+ senior leaders, CMOs, CTOs, Digital Heads, VP-Marketing, and AI in Marketing practitioners, the study goes beyond media use cases to spotlight AI applications delivering real, measurable outcomes across CPG, FMCG, BFSI, Technology, SaaS Martech, Real Estate, and more.
