Research notes
Marketing and AI research, summarised
New studies on AI and marketing land every week. We read the ones that matter for Australian marketing teams and summarise each in a few minutes: the key findings, who was asked, what it means for your business and what to do next – with a link to every source so you can check the numbers yourself.
- Research note · Bain & Company
Bain: nearly every marketing team uses AI, but only 6% see real results
Bain & Company’s 2026 research found that while nearly every marketing team now uses AI, only 6% see significant performance impact. The leaders aren’t using better tools – they redesign how work gets done, set a clear AI roadmap and build AI into the marketing platforms they already run.Read the note - Research note · WPP Media
WPP Media: three in four Australians use AI search to help them buy
WPP Media’s research found around three in four Australians now use AI search to help make purchase decisions, and one in four AI-assisted buyers changed their mind about what to buy. Brands that AI tools can’t find or trust are being left off shortlists before anyone visits a website.Read the note - Research note · Ahrefs
Ahrefs: only 2.7% of marketers trust AI content without human review
Ahrefs’ 2026 survey found 93% of marketers now use AI to create content, but only 2.7% trust it without human review. AI makes content faster to produce; people still decide whether it’s accurate, on brand and worth publishing.Read the note - Research note · Dentsu Creative
Dentsu: 92% of APAC CMOs want agencies to be open about how they use AI
Dentsu Creative’s 2026 CMO report found 92% of APAC CMOs want more transparency about how agencies use AI, and 93% expect agencies to show how AI improves impact. CMOs want speed and results from AI – and to know where it’s been used.Read the note