B
Evidence Grade B
Graded
not independently verified
Safe to Cite
Current
62%
62% -- marketers expecting genai pivotal brand role for Senior marketers (2026)
Attribution:
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Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
62%
Unit
Percentage
Data Vintage
2026
Entity
Sample Size
800
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
95
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Kantar
Primary
Tier A
https://campaignme.com/marketers-have-money-for-ai-visibility-but-uncertain-about-right-data-to-deli… ↗
Source Article
Marketers have money for AI visibility, but uncertain about right data to deliver growth: report
Marketers are rapidly increasing investment in AI assistants, even though consumers remain cautious about the recommendations they provide. This is according to Kantar’s Media Reactions 2026 study, based on interviews with more than 800 senior marketers and 23,000 consumers. Almost two-thirds (62 pe…
Original Research
Kantar
· Original study ↗
Methodology
Kantar Media Reactions 2026 study; interviews with more than 800 senior marketers and 23,000 consumers
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Senior marketers: 62% marketers expecting genai pivotal brand role. Source: Kantar (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/genai-brand-role-marketers-2026
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<blockquote cite="https://lighthousedata.io/data/genai-brand-role-marketers-2026" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>62%</strong> -- marketers expecting genai pivotal brand role for Senior marketers<br><small>Source: Kantar (2026) · <a href="https://lighthousedata.io/data/genai-brand-role-marketers-2026" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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