Marketing leaders in large UK enterprises are facing an inflexion point. As budgets tighten and expectations rise, leaders are being forced to re-evaluate where and how to invest to drive growth, resilience, and future readiness.

Recent roundtable discussions with senior marketing professionals across major UK organisations have provided a clear view of these shifting priorities, and some surprises along the way.

From data infrastructure and AI adoption to omnichannel strategies and content innovation, these insights offer a roadmap for decision-makers shaping 2025 strategies.

Data Infrastructure Takes Centre Stage

A central theme across discussions was the critical importance of investing in data quality and integration. Participants agreed that without robust data infrastructure, even the most advanced AI tools are ineffective.

Many organisations reported struggling with fragmented systems and legacy data silos. One marketing leader explained that despite having a central Azure database fed by over 500 independent opticians, they still face challenges in aligning analytics across departments.

The push for a “single source of truth” has become a top investment area, with organisations prioritising CRM upgrades, enhanced data governance, and rigorous data cleansing processes. In some cases, enterprises have spent more than 18 months conducting privacy reviews and data audits to ensure readiness for AI-driven decision-making.

Another strong trend is the increasing use of double opt-in processes and renewed focus on GDPR compliance. This is driven not only by regulatory pressure but also by consumer demand for transparency and control over personal information.

AI Adoption Shifts from Hype to Practicality

While AI remains a hot topic, large UK enterprises are moving beyond pilot excitement to more practical, problem-solving investments. In the roundtables, 77% of marketing leaders reported using AI tools, yet most admitted they are still in the early phases of implementation.

Content creation and efficiency gains were highlighted as the most common AI use cases so far. Some marketing leaders shared that AI tools have delivered productivity gains equivalent to an extra month of work per year. However, this efficiency comes with caution: AI error rates hover around 40%, underscoring the need for human oversight.

Investment is increasingly moving towards refining AI prompting strategies. One participant outlined a prompting formula that specifies background, data sources, channels, audience, tone, and voice. This approach improved results in about half of tests, signalling a growing interest in internal training and upskilling to maximise AI’s value.

Another area of AI investment is data analysis and customer insight. Companies are exploring AI’s potential to predict buyer intent, segment audiences more precisely, and generate advanced reporting, though many acknowledge they are still building the data foundations required to make these capabilities truly effective.

Omnichannel Experience Remains a Critical Investment Priority

Despite the rise of digital, large UK enterprises are doubling down on omnichannel strategies. While many aspire to seamless integration, most admitted they are still transitioning from multi-channel environments to true omnichannel experiences.

Investments are being channelled into platforms that unify customer journeys, track behaviour across touchpoints, and enable targeted nurture campaigns. For example, one company is using HubSpot not just as a CRM but as a full engagement hub, capturing data from events, email engagement, and website interactions to inform marketing strategies.

In regulated markets such as financial services, the challenge of integrating data changes weekly. One marketing leader at a major UK bank highlighted the complexity of maintaining accurate segment data for thousands of mortgage intermediaries.

In certain regions, such as the UAE, in-person events and roadshows remain the most effective channels. UK enterprises operating globally are investing in flexible models that adapt to regional preferences, recognising that one-size-fits-all approaches fail to deliver consistent results.

SEO and Search Evolution Drive New Content Investments

The shift towards AI-driven search is reshaping content strategy investments. While AI search volumes are currently lower than Google’s, conversion rates have proven comparable, suggesting that AI search attracts more purchase-ready audiences.

As a result, marketing teams are investing in both traditional SEO and newer AI-optimised content approaches. Practical steps include restructuring articles with bullet point summaries to improve AI summarisation and prioritising thought leadership to enhance discoverability in AI-generated results.

The consensus is clear: SEO is not dead, it’s evolving. Enterprises are allocating budget to ensure their content stands out in both classic and AI-driven searches, requiring upskilled teams and new workflows.

Personalisation and Content Innovation Stay High on the Agenda

Personalisation remains a vital investment focus. Large UK enterprises are investing in advanced segmentation, data enrichment tools, and content personalisation platforms.

A notable example shared was Barclays’ segmentation of mortgage brokers based on recent application experiences to deliver hyper-relevant communications. In another case, using raw, self-recorded video prospecting emails resulted in a substantial increase in engagement rates compared to traditional content.

Enterprises are also prioritising authenticity over perfection. There is a significant shift away from polished white papers towards dynamic content such as interviews, mini-documentaries, and user-generated testimonials. These formats resonate better with modern audiences, particularly Gen Z, who crave real and relatable messaging.

Leaders also reported investing in bringing content production in-house. Beyond cost savings, this approach enhances brand authenticity and allows greater control over creative outputs.

Ethics and Environmental Impact Shape AI and Data Investments

Ethical considerations have moved to the forefront of investment discussions. From data privacy and consent mechanisms to transparency about AI-generated content, enterprises are under increasing pressure to maintain trust and demonstrate responsibility.

Participants shared efforts to explicitly declare when AI is used in content, reinforcing authenticity and consumer confidence. In parallel, concerns about the environmental impact of AI, from energy consumption in data centres to the broader carbon footprint, are prompting more sustainable technology choices.

Some companies are exploring the environmental costs of different AI models, integrating these insights into procurement and strategy decisions. This signals a shift towards longer-term, value-driven investment thinking.

Data-Driven Storytelling: Emotions Drive Results

Investments in storytelling are no longer purely brand-building exercises; they are seen as revenue-driving strategies. Campaigns that connect emotionally tend to outperform functional messaging.

One example discussed involved a Rugby World Cup sponsorship focusing on a young mascot’s journey rather than traditional star athletes. This emotionally resonant approach significantly outperformed expectations, driving higher engagement and brand warmth.

Data-driven insights play a crucial role here. By combining behavioural data, sentiment analysis, and brand research, companies are able to create narratives that resonate deeply. Several leaders described investing in AI analysis tools to support this work, with one reporting a 53% ROI from such initiatives in the legal and accounting sectors.

Attribution Models Remain a Work in Progress

Understanding the ROI of marketing investments continues to challenge large UK enterprises. Attribution modelling is receiving renewed investment, but progress is uneven.

Some organisations are implementing simplified attribution scoring models that have already influenced budget allocations. One reported a 26-point Net Promoter Score increase attributed to refined email communication and educational strategies, backed by broker feedback.

Others expressed scepticism, arguing that complex attribution models can be more confusing than helpful, especially in B2B contexts with long sales cycles. Direct customer feedback and real-world interactions remain vital complements to data-based attribution.

Team Structures and Skills Evolve to Match Investments

New investments require new capabilities. Enterprises are increasingly prioritising upskilling and reorganising teams to ensure effective implementation of data and AI strategies.

For example, some organisations have launched “super user” programmes, assigning team members specific problem statements to solve with AI tools. Others are balancing in-house digital expertise with agency partnerships to stay agile.

The trend towards generalist marketing roles continues, with marketers expected to understand data analytics, AI tools, and content creation simultaneously. Leaders stressed the importance of developing critical thinking and adaptability, ensuring that technology enhances rather than replaces human insight.

The Human Element Remains Irreplaceable

Despite significant investments in technology, leaders repeatedly emphasised the enduring value of human connection. Whether through face-to-face events, gamified loyalty programmes, or direct account management, the human touch remains a key differentiator.

AI can provide efficiency and scalability, but it cannot replicate empathy and trust. Enterprises are investing in ways to enable teams to spend more time on high-value human interactions, a strategic pivot to sustain long-term customer relationships.

Large UK enterprises are entering 2025 with a clear focus: strategic, value-driven investments that blend technological innovation with authentic human connection.

Data infrastructure and AI are at the heart of these plans, but their success depends on reliable data, transparent practices, and a commitment to storytelling that builds trust. The next frontier of marketing isn’t simply digital or automated; it’s deeply human, powered by insights and enriched by empathy.

Organisations that prioritise these interconnected investments will not only weather the next wave of disruption but lead it.