Median UK marketing team runs 11 AI tools in production in Q2 2026 — down from 17 a year ago. Consolidation driven by embedded AI inside owned martech, not retreat.
Dominant in-production categories: generative content (78%), AI media platforms (74%), AI brief and creative production (47%), AI search/GEO monitoring (41%), AI-native email/CRM (38%), agent-driven analytics/MMM (23%).
64% of new AI capability added in the last 12 months arrived embedded inside platforms the brand already paid for — not from new standalone vendors.
Updated quarterly with deployment-weighted UK panel data.