A. Guttmann
Research Lead covering media
Artificial intelligence (AI) use in marketing in the UK - statistics & facts
The most powerful voice expressing an opinion about using artificial intelligence (AI) in marketing coming from the United Kingdom is the one of Mark Read, the chief executive of the world鈥檚 largest marketing services holding WPP, headquartered in London. In a 2023 interview, Read called AI 鈥渇undamental to WPP鈥檚 business in the future鈥 and stressed that WPP had been investing in it for several years and that it had a track of helping WPP win new business. The UK marketing industry mirrors this embracing attitude. During an early 2023 survey, one in three marketers stated they had were already using AI in their work; another 24 percent were testing it. A different survey carried out shortly before Google鈥檚 July 2024 announcement that it would not be deprecating third-party cookies after all, revealed that the leading use of AI in UK marketing was improved targeting and content personalization. With cookies not going anywhere, this might fall lower on the priority list. However, other applications, such as content generation and help with testing, will be unaffected.
