A new study from PrimeAudience reveals that 62% of UK marketers believe Generative AI will play an even more crucial role in their strategies following Google’s recent announcement that it will no longer remove all third-party cookies from browsers. The findings come as 90% of marketers plan to increase their marketing budgets for Generative AI next year, with half of them expecting to boost spend by more than 16%.
UK Marketers Boost Investment in Generative AI Following Google’s Cookie Decision
UK marketers mostly believe that AI will protect them against cookie changes. Is this really the case?
From our partners
Stop Chasing Likes: 4 Big Takeaways from Kantar’s Creator Game Plan Report
According to Kantar’s latest study, a net 61% of marketers planned to increase their creator spend for this year. However, with greater budget comes greater scrutiny.
By
Newsdesk
/
Affiliate Marketers in the AI Age Have the Chance to be More Influential Than Ever
According to Ben Smye, Head of Marketing at Atolls, while traffic can be gamed, influence can’t, and community and content partners shouldn't be judged purely on the last click.
By
Ben Smye
/
How Do Brands Break Free of the Algorithm? Annabel Harris on Strategic Moments & Influence Everywhere
From brands to creators, The Goat Agency’s Annabel Harris walks through how to make moves in 2026.
By
Newsdesk
/
Cultivating Community and Navigating the Multi-Platform Era: A Conversation with Twitch’s Pontus Eskilsson
At CreatorFest 2026, I had the pleasure of sitting down with Pontus Eskilsson, VP Global Partnerships at Twitch.
By
Sofia Aira
/