The State of AI in Marketing 2026 - SEA Research Report
The State of AI in Marketing 2026 is a joint report by the Marketing + Media Alliance (MMA) and Decision Lab, drawing on an online survey of 143 MMA members across Southeast Asia, conducted between January and April 2026 across a broad range of industries. It gives marketers an evidence-based view of where AI in marketing is heading, and what the next stage of maturity demands.
The report is written for marketing leaders across Southeast Asia responsible for turning AI adoption into commercial advantage.
Key highlight points:
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AI adoption is becoming standard: 57% of organisations have already reached advanced AI maturity. The question is no longer whether to adopt AI, but how deeply to integrate it into marketing.
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Competitive advantage comes from scaled integration: Leaders apply AI across functions rather than owning more tools, and build proficiency through hands-on practice.
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Capability and risk management are becoming critical: 78% of marketers identify skills and training as their biggest challenge, while leading organisations are investing in governance alongside AI adoption to ensure responsible and sustainable growth.
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The outlook is deeper, broader, and better funded: 42% of advanced organisations expect to increase their marketing budgets in 2026, reflecting growing confidence in AI's long-term role across marketing.