UK marketers report strong confidence in their AI skills, yet many still struggle to apply tools effectively. As reported by MarketingWeek, a new survey of over 3,000 marketers by MiQ found 53% of UK respondents say they are “fully confident” in their understanding of AI. That rate beats the global average of 49%.
Skills vs. Application
The survey shows a clear split between understanding and doing. While 51% of UK marketers say they’re confident they can extract insight with AI tools (vs. 45% globally), only 45% feel sure they can apply those tools successfully. That leaves a 27-point “confidence gap” where ambition outpaces capability.
Key issues:
- 38% say their training is insufficient.
- 40% say their organisation struggles to share data with AI tools.
- Only 37% track the right objectives for their AI efforts.
Metrics Still Stuck in the Past
Despite the push into AI, many marketers rely on traditional metrics. Nearly half (48%) still focus on click-through rates, email opens and social engagement as their main performance measures. By contrast, the UK is the only surveyed market where customer retention now ranks ahead of conversions (43% vs. 41%).
What This Means for You
If you work in marketing, here’s what to watch:
- Confidence alone won’t deliver results. Confirm that your team can use AI tools, not just understand them.
- Training and data infrastructure matter. Without them, AI initiatives stall.
- Revisit your metrics. Make sure your KPIs reflect business outcomes, not just surface engagement.
- Push for internal alignment. Tools, data and workflows must align with your AI ambitions.
Looking Ahead
The UK may have a head start in AI confidence, but the real progress will come when that confidence turns into impact. Alfie Atkinson, CEO of MiQ UK, says the opportunity lies in training teams to thrive with AI, embedding tools into workflows and creating a culture of intelligence and collaboration.
