UK marketers struggle with brand differentiation as AI rises
Nearly a third of UK marketers report finding it difficult to set their brand apart as the marketplace becomes more competitive and AI-generated content increases.
According to research from Optimizely involving 100 UK marketers, differentiating brands is currently their foremost challenge as companies prepare for 2026. The study shines a light on the issues professionals in the sector are facing, as well as the opportunities they see for growth and advancement through technology.
Key challenges
Brand differentiation was named by 31% of respondents as their primary concern. Competition in the market and the proliferation of AI-generated content have made it increasingly challenging for marketers to communicate what makes their brands unique.
The research also identified a number of other pressing challenges. Maintaining customer trust and engagement was cited by 26% of participants, while 24% mentioned scaling personalisation effectively. Budget constraints are a factor as well, with 22% of marketers naming budget cuts as their biggest challenge. Meanwhile, 18% of respondents pointed to slow decision-making from senior leaders, and 11% highlighted proving return on investment (ROI) as a significant hurdle.
Opportunities with AI
Despite these obstacles, marketers are looking towards technology-and specifically artificial intelligence-for solutions. 41% of those surveyed believe that better integration of AI with marketing tools represents the greatest opportunity for the coming year. The research also indicates that 34% are focusing on creating more consistent and engaging customer experiences, and 30% are looking to streamline workflows as a way of saving time and resources. Additional respondents are exploring increased experimentation (28%) and the use of real-time data (25%) to improve campaign performance and decision-making processes.
Improvements in personalisation
Customer feedback suggests that efforts to improve personalisation are having a measurable impact. Optimizely's latest consumer research shows that customer satisfaction with personalised emails increased by 6% in 2025 compared to 2024. Website personalisation satisfaction has also risen, growing from 59% to 62% over the same period. These statistics suggest that the sector's increased emphasis on optimisation and consistency is yielding results, although there remains room for more improvement, particularly to ensure comparable standards across all digital channels.
Commenting on the findings, Tara Corey, SVP of Marketing at Optimizely, said:
"Marketers today are under a huge amount of pressure to stand out in a market that is oversaturated, and they're often doing so with limited budgets and stretched teams. That's exactly where optimisation can make a real impact. The more marketers can bring their content, AI, and experimentation into one seamless workflow, the more marketers can shift from chasing attention to creating lasting impact."
Changing approaches
The challenges cited in the research indicate a shift in how marketing professionals are approaching their work. As complexity rises and financial resources diminish, teams are being forced to reconsider operational processes and to adopt new methods to maintain customer engagement. The growing integration of AI technologies and emphasis on workflow efficiency reflects a broader move toward greater resourcefulness and effectiveness in campaign execution.
Findings from the report also highlight a trend towards experimentation and data-driven strategies, as teams seek to validate their approaches and demonstrate tangible results despite budgetary and operational pressures.
The research underlines the balancing act facing UK marketers: continuing to innovate and stand out in a crowded marketplace against the challenges of constrained budgets, increased use of AI-generated content, and evolving consumer expectations.
