New research from Mediaocean‘s 2026 H1 Advertising Outlook Report shows that while marketers are moving from AI experimentation to execution, fragmented systems slow progress across planning, activation, and measurement.
AI maturity is becoming a central focus, as marketers shift from experimentation to execution, citing data quality or access issues (42 per cent) and difficulty connecting AI insights across systems (41 per cent) as the biggest barriers to scaling AI effectively.
Based on insights from hundreds of marketers, the bi-annual report shows AI evolving from an experimental capability into a core force shaping modern advertising, while also exposing critical gaps in how systems, data, and workflows are connected.
For the third consecutive period, Gen AI ranks as the most important consumer trend, cited by 70 per cent of marketers, underscoring its growing influence on how people discover content, engage with brands, and make decisions. While enthusiasm for AI remains high, adoption patterns reveal a steep maturity curve.
Even though 43 per cent of marketers are using AI for data analysis and 43 per cent for market research, adoption drops as AI moves closer to execution, with 33 per cent using AI for creative development and only 19 per cent for campaign orchestration.
Mediaocean’s also found that media investment is rebounding selectively, with planned spend increases concentrated in CTV and digital video (63 per cent respectively), social platforms (61 per cent) and AI-driven media/ads on AI agents (54 per cent) while traditional channels such as print and linear TV continue to face pressure.
The report also points to a growing orchestration challenge as media channels proliferate, and AI becomes more deeply embedded in marketing workflows. While 86 per cent of marketers say cross-channel orchestration is important, only 10 per cent report having fully unified ad tech systems in place, creating friction not just in scaling AI, but in coordinating planning, activation, measurement, and optimisation across increasingly complex media environments.
“Marketers know AI can drive better outcomes, but fragmented systems make it difficult to carry insights from planning through to activation and optimisation. This report shows AI adoption moving beyond data analysis and market research into execution workflows like creative development and campaign optimisation, which makes the cost of disconnected systems much higher,” Innovid’s VP of client success APAC Michael Serratore said.
“We’ve built Orchestration agents to close this gap. Our focus is continuing to scale the connective tissue that turns isolated AI capabilities into unified campaign execution, so insights don’t get lost between platforms or systems,” Serratore added.
Marketers are shifting from channel-level optimisation to system-level intelligence, with 39 per cent prioritising AI and 39 per cent prioritising cross-platform orchestration, signaling a move away from siloed point solutions toward more connected and adaptive infrastructures.
“As AI becomes more deeply woven into the media lifecycle, the advantage won’t come from adopting even more tools—it will come from orchestrating them,” Mediaocean’s CMO Aaron Goldman said.
“This research shows marketers are ready to move from experimentation to execution, but fragmented systems are slowing progress. Smarter, more connected foundations are what turn AI insights into action at scale”.
The 2026 H1 Advertising Outlook is the ninth installment in Mediaocean’s bi-annual research series, drawing on insights from more than 6,100 total respondents. The latest findings are based on surveys conducted in November 2025 across brands, agencies, media companies, and technology providers.
