The AI Readiness Report

In partnership with WBR Insights UK, we conducted comprehensive research to understand how retail marketing leaders are navigating the evolution of paid media in an AI-first world.

The study surveyed 200 senior executives responsible for shaping performance marketing strategy at some of the most prominent and innovative retailers across the UK. Respondents included Chief Marketing Officers, Heads of Performance Media, Digital Marketing Directors, and Paid Media Managers - each with strategic oversight of multimillion-pound advertising budgets.

Key findings include: 

• How budgets for AI-first campaigns are shifting
• The new metrics redefining success beyond ROAS
• Friction points that limit AI’s full impact
• The evolving role of teams - from executors to orchestrators
• Why trust and transparency remain the biggest barriers to scale

The report provides a clear framework to benchmark your organisation’s AI readiness with expert insights from:

• Nuno Miller, Former Digital COO, N Brown Group
• Samantha Kibbler, Head of eCommerce & Direct to Consumer, Diageo
• Drew Smith, Co-Founder & CPO, Upp.ai
• Stephen Warrington, SVP of Client & Industry Engagement Upp.ai