When everyone has access to the same AI tools, the same automation, the same playbook, the only durable differentiator left is brand. Performance commoditises. Brand compounds.
42% of UK marketing leaders increased brand-marketing investment in the last twelve months — the highest figure recorded since equivalent surveying began in 2014.
AI-mediated discovery rewards strong brands. LLM unprompted brand recall is emerging as a real internal metric for sophisticated UK brands.
By Kasim Javed, CEO and Founder of Creative Marketing Group.