UK health & beauty marketers to ramp up AI in 2026

UK health and beauty marketers plan to expand their use of artificial intelligence in 2026 while also increasing hiring, creative investment and influencer marketing, according to research by marketing agency Impression.

The survey of 1,000 UK marketing professionals working in health and beauty found broad adoption of AI for tasks such as data analysis, content creation and personalisation. It also found limited uncertainty about how to apply the technology over the next year.

Impression said the study covered respondents from middle management to C-suite roles at companies with annual revenue ranging from under GBP £1 million to over GBP £500 million.

AI Adoption

The research found that 70% of health and beauty marketers reported an increase in website traffic over the last year. Impression linked the finding to concerns in the sector about how AI-driven search features and large language models might affect traffic levels.

Looking ahead, the largest share of respondents said they would use AI for data analysis over the next 12 months. Content creation ranked second, followed by personalisation, according to the study. Only 5% said they were unsure how they would use AI in 2026.

The results point to a practical approach to AI inside marketing teams, where leaders weigh automation and efficiency against the need for brand differentiation and regulatory caution. Health and beauty brands face additional scrutiny around claims, safety and consumer trust. Many also operate across multiple channels where measurement and attribution remain difficult.

Human Input

The research suggested that AI uptake has not reduced activity in areas that rely on human judgement and relationships. More than two-thirds of brands said they currently work with influencers. A further 20% said they plan to work with influencers over the next 12 months.

The study also pointed to continued demand for in-house talent. It found that 63% of brands plan to grow their marketing teams in 2026. It also found that 60% intend to increase investment in creative.

Respondents also identified skills and hiring as a key operational issue. Impression said marketers named finding the right talent and skills as the second greatest challenge they expect to face this year.

Marketing leaders have been evaluating where AI fits into workflows that include brand strategy, performance marketing, creative development and customer experience. Many companies now treat AI tools as part of the marketing stack, alongside analytics, customer data platforms, personalisation tools and media buying systems. The survey results suggest health and beauty teams expect to formalise this mix rather than switch away from people-led work.

Executive View

Impression said respondents viewed AI as a way to change how work gets done, rather than remove roles altogether.

"AI isn't replacing roles entirely; it's elevating them by taking over execution tasks. Future success will rely on brands expertly harnessing AI and automation to reduce delivery costs and gain efficiency. This strategic use allows our faulty, old human brains to concentrate more on what the technology can't replicate (yet): deep creativity and essential problem-solving. Deployed in the right way, the human marketer remains an indispensable powerhouse behind effective campaigns," said Mikey Emery, Commercial Director, Impression.

Budget Outlook

The survey also reported optimism about growth across revenue and marketing spend. Impression said 67% of health and beauty marketers expect to increase their marketing budget in 2026. It also said 78% expect revenue to grow for their business over the next year.

Marketing budgets in the sector often track product launch cycles, retail distribution shifts and changing consumer demand. Health and beauty brands have also faced pricing pressure and shifting media costs, alongside growing competition from challenger brands that rely on social platforms and creator partnerships.

The findings indicate that many teams expect to invest in both technology and talent at the same time. AI usage plans focused heavily on analysis, which often sits behind decisions on channel mix, audience targeting and measurement. Content creation and personalisation also ranked high, areas where brands often experiment with automation but still require oversight for brand safety and compliance.

Impression said it expects marketers to expand AI use across day-to-day execution in 2026, while keeping human input in strategy, creativity and problem solving.