Censuswide Study Reveals UK CMOs Juggling Consumer Relations Amid AI Utilization and Brand Activism

According to recent findings, 89% of Chief Marketing Officers (CMOs) are integrating Generative AI into their strategies, while 78% utilize traditional AI. Despite this significant uptake of AI technologies, consumer comfort with the use of Generative AI remains notably low.

The landscape is increasingly polarized: half of UK consumers (50%) expect brands to take a public stand on social or political issues, while the other half does not share this sentiment. This divergence presents a challenge for marketers striving to resonate with their audience without alienating others.

Furthermore, a staggering 96% of CMOs regard environmental sustainability as an essential aspect of their brand identity. Similarly, 95% believe that diversity, equity, and inclusion (DEI) are crucial to their branding efforts. Nonetheless, CMOs are exercising caution, with 24% expressing that the fear of brand backlash weighs heavily on their minds as they craft marketing campaigns.

An interesting correlation was discovered regarding market research use among CMOs: those who implement this tool for measurement are significantly more likely to have fully engaged stakeholders in their marketing efforts (69% compared to 45% of those who do not use market research).

It is worth noting that the data comes from a Censuswide survey involving 500 CMOs aged 25 and older, representing various company sizes within both B2B and B2C sectors, alongside a national survey of 2,001 adults in the UK.

International market research consultancy, Censuswide, has recently released the 2025 edition of “The Voice of the UK CMO Report,” focusing on three pivotal themes:

       AI

       Brand discovery, activism, and backlash

       Budgets and measurement

The findings reveal a trend: CMOs are welcoming AI with enthusiasm, incorporating both traditional and Generative AI into their marketing workflows to enhance productivity and generate content at scale.

However, a contrasting sentiment exists among consumers, who exhibit hesitance toward AI-driven customer interactions. While 58% of CMOs deploy Generative AI for managing social media, only 38% of consumers feel comfortable with brands employing AI in this manner. The research indicates that consumers are significantly more likely to have mixed feelings about AI (31%) than they are to express excitement and optimism (16%).

When it comes to brand activism, UK consumers are divided, with 50% preferring that brands take a stance on critical social or political matters while the other 50% do not. This creates a balancing act for CMOs: they must navigate the expectations of half their audience wanting activism and the other half possibly feeling estranged by it. Understanding customer preferences is particularly crucial, especially for younger demographics who increasingly anticipate brands to take active stances on important issues.

Brand ethics are also pivotal in the realm of B2B purchasing decisions, as professionals in the B2B sector often consider a company’s values while selecting partners. CMOs are acutely aware of this, with the vast majority (96%) recognizing environmental sustainability as an integral part of their brand image, and 95% echoing the importance of DEI, aligning their public identities with consumer inclinations.

High proportions of CMOs face the challenge of attracting (71%) and retaining (61%) clientele in a landscape where a single misstep can alienate substantial customer segments. As such, 24% of CMOs continuously contemplate the specter of brand backlash when devising their marketing strategies.

In terms of brand discovery methods for UK consumers, social media currently dominates, accounting for 40% of brand interactions. This is closely followed by personal recommendations from friends or family (37%) and online searches (37%). Notably, this trend is even more pronounced among younger consumers such as Gen Z and Millennials, with only 2% of Gen Z and 5% of Millennials reporting they do not use social media to connect with brands.

Regarding budgets and performance measurement, the report highlights an increasing focus among CMOs on tracking multiple success metrics in marketing execution. A notable shift has occurred: the primary metric tracked by CMOs transitioned from sales in 2024 (46%) to brand awareness in 2025 (62%).

Nicky Marks, Managing Director of Censuswide, commented:

“Our latest report aims to furnish CMOs with clear insight into the contemporary marketing landscape, enabling them to assess their strategies and gain leadership buy-in for their decisions.”

“Amidst a myriad of balancing acts, having a data-oriented perspective is paramount for CMOs as they navigate these complex challenges. Indeed, CMOs utilizing market research as a measurement tool are significantly more likely than those without to engage stakeholders fully in marketing efforts (69% vs 45%).”

“The 2025 edition of the report delves into year-on-year changes while incorporating consumer perspectives and offering a comprehensive look at brand activism.”

About Censuswide

Censuswide is an international consultancy specializing in market research, operating as part of the AFO Group and headquartered in London. The firm conducts high-caliber quantitative and qualitative research supporting marketing strategies across consumer, B2B, corporate, and healthcare sectors. With a vast network of respondents, Censuswide ensures global reach by gathering insights from diverse audiences. The organization adheres to the MRS Code of Conduct and ESOMAR principles and is a proud member of the British Polling Council, reinforcing its commitment to ethical research practices and data integrity.

To discover more, visit https://censuswide.com/

Methodology

Last year, Censuswide surveyed 500 CMOs aged 25+ between June 25, 2024, and July 8, 2024.

This year, the same survey was conducted from June 25, 2025, to July 8, 2025, also involving 2,001 nationally representative adults in the UK surveyed between June 18, 2025, and June 20, 2025.

Censuswide adheres to and employs members of the Market Research Society and follows the MRS Code of Conduct and ESOMAR principles, alongside being a member of the British Polling Council.

More details regarding our methodology can be found in the report.