UK auto marketers see 2026 growth as AI fears fade

UK automotive marketers expect 2026 to deliver revenue growth, increased investment and expanding budgets, while earlier predictions that artificial intelligence would damage web traffic and undermine human creativity have not materialised. The outlook comes from a survey by performance marketing agency Impression of 1,000 UK marketing professionals across the automotive sector.

The research covered organisations ranging from companies generating under £1 million in revenue to those exceeding £500 million, with respondents spanning middle management to C-suite roles. Overall, the findings point to confidence in growth alongside a pragmatic view of how AI is influencing marketing performance.

AI impact on traffic and creativity

Despite concerns that AI overviews and large language model-powered search experiences would reduce visibility, most marketers reported stable or improving performance. Nearly half of respondents, 49 percent, said they experienced a slight increase in organic web traffic in 2025, while a further 25 percent reported a significant increase. Only 4 percent saw a decline.

Fears that generative AI would replace creative roles have also yet to be realised. Around two-thirds of respondents, 65 percent, expect to increase investment in creative activity in 2026, while 68 percent plan to expand their marketing teams over the next 12 months. Less than a third, 31 percent, said they intend to use AI for content creation in 2026.

Online and offline channels both drive results

The survey suggests that physical and digital channels remain closely balanced in the car-buying journey. More than half of consumers, 53 percent, still prefer to purchase a vehicle in person, underlining the continued importance of offline touchpoints.

At the same time, first-party digital platforms play a central role in conversion. Half of auto marketers said their own website or online portal was a primary driver of sales. Social media ranked as the leading channel for audience engagement, with Meta platforms standing out. Twenty-three percent of respondents said their audiences were most active on Facebook, while 24 percent cited Instagram.

Amy Stamper, Head of Paid Social, Impression: "It isn’t surprising that Meta dominates auto industry marketing. Their strength isn’t just audience size – Meta’s sophisticated algorithm rewards brands that produce diversified creative at scale."

Amy Stamper: "Watch out for big shifts in 2026 with Meta’s pivot to agentic commerce. By integrating AI-powered agents directly into WhatsApp and Messenger for business, Meta is closing the loop and owning the entire customer journey."

Growth expectations for 2026

Confidence in growth extends beyond channel performance. More than four-fifths of respondents, 83 percent, forecast revenue growth in 2026. In parallel, 68 percent expect their marketing budgets to increase, the same proportion plan to grow their marketing teams, and 65 percent anticipate higher investment in creative activity over the next year.

Mikey Emery, Commercial Director, Impression: "Marketers are notoriously optimistic, so high growth predictions are expected, despite the slight dip in confidence. While growth is certainly on the table for the coming years, it won’t be universally achieved. A disciplined investment in both product quality and digital capability will be the key differentiator for realising revenue expectations in 2026 and beyond."

The full report can be accessed here

www.impressiondigital.com

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