New research from the Chartered Institute of Marketing (CIM) shows organisations are using AI to transform teams and drive growth, but success will depend on how well brands build trust and capability. The new research report, ‘Marketing Leadership in the age of AI: Exploring the Marketing Team of the Future,’ warns that a rush toward short-term efficiency is triggering an ‘AI trust penalty’ among consumers.
Based on primary research from YouGov involving 2,073 consumers and 500 marketing leaders, the study identifies that organisations are increasingly turning to AI to improve efficiency, accelerate performance and unlock new capabilities. 60% of UK businesses expect to achieve returns on their AI investments by 2030, rising to almost all (99%) large organisations.
From cost-saving to capability-building
While 19% of marketing decision makers at large UK businesses say their companies are exploring workforce changes as part of AI adoption, the report debates a broader shift toward transformation rather than simple replacement:
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Human expertise: Marketing leaders are urged to view AI as an opportunity to redefine roles and blend efficiency with trust, and technology with human expertise
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The ‘newsroom’ model: New team structures are now possible – with the marketing team of the future could resemble a newsroom, with AI acting as an army of junior researchers while human marketers serve as editors and arbiters of brand suitability.
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The skills gap: Smaller businesses face the steepest climb; 41% of firms with 10-49 employees lack a formal AI skills strategy, despite expectations for AI-driven ROI.
Trust emerging as a competitive advantage
The research highlights that while AI is viewed as a ‘marketing supercharger’ to drive growth and efficiency, success is increasingly dependent on maintaining brand authenticity.
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The trust penalty: Consumer trust in a brand declines by 63% when AI-generated content feels inauthentic.
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Youth scepticism: Among 18–24-year-olds, 79% say trust decreases specifically when AI content feels poorly executed or lacks creative oversight.
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Brand accountability: Consumers hold brands, not technology providers, responsible for AI errors. 69% of respondents hold the brand accountable for false or harmful content, compared to just 33% who blame the AI developer. 73% of consumers believe AI-driven advertising should be more tightly regulated.
Commenting on the report, Chris Daly, Chief Executive of the Chartered Institute of Marketing (CIM), said: “Marketing leaders are being pulled in two directions, they face pressure to not only cut costs and move faster but protect their brand and customers.”
“Some organisations view AI mainly as a way to save money but if it risks damaging trust or pushing customers away, then they’re not really a saving at all. We see the opportunity with AI in using it to support people, helping marketers do better work, not just faster work.”
Building the skills to succeed in an AI-driven future
The research reveals a widening readiness divide within the industry based on business size. While the majority of medium and large organisations are already proactively investing in capability and have a formal AI skills strategy in place, smaller businesses are behind. A significant proportion of these smaller firms are still in the early stages of developing their approach to AI adoption and may require additional industry support to close the gap.
This disparity creates a critical opportunity for organisations to move beyond experimentation and invest in the robust skills, governance, and professional frameworks required to thrive. By prioritising these foundations now, businesses can ensure their AI integration is both ethical and effective.
Looking ahead: What does an AI native marketing team look like?
This report marks the beginning of a broader programme of research, thought leadership and industry engagement by CIM to establish the skills and standards needed for effective AI adoption. Central to this effort is CIM’s Global Professional Marketing Framework (GPMF), which supports organisations in building the skills and governance required to navigate this shift.
CIM is now inviting the wider industry to join a conversation focused on a singular question: What does an AI-native marketing team look like in 2028?
