The 2027 UK State of Marketing Report.
Marketing got harder this year, yet UK businesses are feeling more confident about adapting.
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The top 3 findings from this year’s report.
A preview of what UK businesses told us. Get the report for the full detail behind each one.
74%
feel confident they can adapt as marketing keeps evolving.
Marketing is tougher, but confidence is growing.
Marketing is getting harder, with tighter budgets putting pressure on teams. But businesses are adapting, with growing confidence in their strategy and stronger satisfaction with marketing.
See which channels marketers rate highest, and where satisfaction is falling.
19%
of AI users say it helps their business drive sales.
AI is boosting output, but not yet sales.
AI adoption and trust are growing, but the biggest gains remain focused on efficiency. Teams are producing more and generating ideas faster, without yet seeing the same impact on sales.
See how AI is reshaping marketing roles and which platforms lead adoption.
84%
with an SEO strategy have adapted it for AI search.
AI search is evolving faster than measurement.
Businesses are adapting SEO for AI-generated search and tracking brand visibility. But measurement is lagging, with AI visibility yet to become a core part of performance reporting.
Explore the SEO tactics and metrics UK businesses rely on today.
What else is inside the 2027 report?
Inside the report, you’ll discover:
- The biggest challenges marketers face: Budget, resources and time top the list, and 62% say they feel overwhelmed by the pace of change. See how the top five challenges have shifted since last year.
- Satisfaction by channel: Find out why the channels with clearer results are rising, and why paid search is the outlier.
- AI in everyday marketing: Which platforms businesses use, the tasks they use them for, the benefits they see, and the barriers for the 40% who don’t use AI yet.
- SEO and AI search: The tactics, the metrics and the gap between them, including why traditional SEO fundamentals still matter alongside generative engine optimisation.
- Marketing budgets by company size: Benchmarks from under £1,000 to £120,000 or more, plus which businesses plan to spend more in 2027 and where.
- Looking ahead to 2027: Three priorities (getting found, getting trusted, getting chosen), the video marketing gap, and ChatGPT ads, one to watch.
Digital marketing expertise for what’s next.
From search and paid media to websites, content, video and AI, we help businesses adapt as digital marketing continues to evolve. Our teams combine strategic insight with expertise across SEO, paid search, social media, digital PR, content and website performance to help businesses reach the right audiences, improve visibility and turn marketing activity into measurable growth, while also strengthening how brands are discovered across Google, Bing and emerging AI-powered search experiences.
