ISBA: 99% of brands are using GenAI, few see benefits

Client marketing body ISBA has published the results of its 2026 Gen AI Survey, revealing that while UK advertisers are increasingly using generative AI, many are still working out how to turn adoption into meaningful business impact.

The survey, which is based on 200 responses from advertisers, shows that while nearly all (99%) brands are engaging with GenAI, just 14% report a significant impact to business results.

The research points to a clear distinction between using Gen AI for efficiency and using it to drive effectiveness. While efficiency gains remain an important starting point, the survey suggests advertisers that view GenAI through the lens of effectiveness are more likely to report meaningful impact and changes to agency relationships, ways of working, scopes and team structures.

It found that two-thirds (65%) of individuals are using GenAI regularly, with 28% saying that it has meaningfully impacted their day-to-day work.

Among advertisers prioritising effectiveness as their primary objective for GenAI adoption, however, that figure rises to 55%, suggesting the greatest returns are being seen by organisations focused on improving marketing outcomes rather than efficiency.

At the organisational level, meanwhile, those prioritising effectiveness are twice as likely to report a significant impact to business results.

The survey also found that policy comprehension among individuals has improved significantly year-on-year as organisations continue to build their GenAI governance frameworks to ensure responsible adoption.

In addition, there has been an impact on agency relationships and operating models. Rather than making agencies less important, relationships are evolving as advertisers consider how best to structure teams, scopes and ways of working around new capabilities.

In fact, as AI takes on more routine and executional tasks, ISBA expects greater value to be placed on strategy, creative effectiveness, integration, governance and commercial expertise.

ISBA director of agency services Nick Louisson said: “The pursuit of greater marketing effectiveness is an enduring exercise in innovation and continuous improvement, with GenAI challenging us to consider what are the true drivers of business growth.

“The next year will bring to life many great examples of how leading advertisers are discovering new and improved ways to connect with consumers.”

The findings will be explored in more detail at ISBA’s Gen AI Survey Results 2026 webinar on Thursday July 23, where Nick Louisson will present the key findings and discuss what they mean for advertisers. You can see more information and register to attend here.

ISBA: 99% of brands are using GenAI, few see benefits

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