Marketers are directing more budget toward operational AI capabilities, according to Mediaocean's 2026 H2 Market Report, summarized by Mumbrella. The findings reflect a shift from isolated experiments to production use in data analysis, creative development, and personalization.
The report found that 75% of marketers named AI the most important consumer trend. Adoption of AI for data analysis reached 50%, and usage for creative development and personalisation rose more than 50% year over year.
Workflow transformation perceptions slip
Despite the spending increases, the share of marketers who said AI is causing a major transformation in their workflows fell from 28% to 19%. The drop may signal longer procurement cycles or a focus on incremental efficiency gains rather than wholesale restructuring, industry observers note.
Budget shifts toward AI Media and CTV
Sixty percent of marketers plan to increase spend in AI Media, and 89% plan to maintain or increase investment in connected TV (CTV). Another 35% are moving away from spreadsheet-based workflows toward API-driven automation and direct-to-publisher transactions. These patterns underscore a dual push toward programmatic, AI-driven media buying and streaming channels, increasing demand for cross-channel attribution and real-time optimisation.
Why this matters for marketers
The findings confirm that AI is no longer a test project but a core budget line. Teams that build skills in AI-driven campaign orchestration, data analysis, and API-based automation will be better positioned as the industry shifts from manual workflows to integrated, real-time systems. AI for Marketing Managers offers practical training on these capabilities.
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