Kantar reports only 57% of advertisers are confident in their media mix. That is down from 64% a year ago. Only 51% feel they get actionable intelligence for marketing goals. Half are confident in balancing brand building and performance marketing. Cross-channel work now drives 43% of campaign performance. That was 18% before 2014. Marketers plan to raise spending on micro-creators by 66% in 2027. Nano-creators will see a 61% spending boost. Two-thirds expect generative AI to play a major role in recommendations. Three-quarters plan to increase investment in AI assistants next year. Only 23% of consumers trust AI recommendations. The study surveyed 806 senior marketers and 23,452 consumers.

• 57% confident in media mix
• 64% confident in 2025
• 51% get actionable intelligence
• 60% confident in brand-performance balance in 2025