A large majority of UK marketing professionals expect business growth in the year ahead, even as they draw clear boundaries around the role of artificial intelligence in their work.

According to newly released industry research, seventy-seven percent of marketers surveyed anticipate growth, reflecting confidence in budgets, demand and strategic investment despite broader economic uncertainty.

The findings suggest that marketing leaders are prioritising human judgement and originality at a time when artificial intelligence tools are becoming more widely available.

While respondents reported increasing use of artificial intelligence for data analysis, performance measurement and operational efficiency, most said they remain unwilling to delegate creative decision-making to automated systems.

Brand strategy, storytelling, concept development and tone of voice were consistently identified as areas where human insight is seen as essential.

Marketers cited concerns about originality, brand risk and emotional intelligence as reasons for limiting artificial intelligence in creative roles.

At the same time, the survey indicated that artificial intelligence is increasingly viewed as a supportive technology rather than a replacement for creative talent, with many teams integrating it into research, audience segmentation and workflow optimisation.

The optimism reflected in the growth outlook was linked to stronger digital performance, renewed client confidence and a clearer understanding of return on investment.

Industry leaders said the results point to a hybrid future in which technology enhances efficiency while creativity remains firmly human-led.

The research highlights a sector that is both forward-looking and cautious, embracing innovation while defending the creative foundations that underpin brand value.