ARF Finds Marketer Confidence in AI Outputs Reaches 93%

Sep 16, 2026
Advertising Research Foundation research finds rising confidence, testing and training as marketers use AI across creative work, media buying, analytics and measurement.

The Advertising Research Foundation (ARF) said in a press release that marketer confidence in AI generated outputs reached 93% in May 2026. The figure rose from 82% in November 2025 among marketers using AI.

The share conducting extensive testing reached 64%. Formal AI training programs increased from 50% to 70% between the two survey periods.

Marketers use AI for creative work, media buying, customer engagement, analytics, campaign measurement, synthetic data and generated personas. No single AI system dominates across these functions, while data privacy, inaccurate outputs and brand safety remain leading concerns.

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