The agentic era of marketing is here. Expectations on marketing teams are rising, from using AI tools to orchestrating processes that drive real conversions and revenue. Yet, many organisations still struggle to move beyond AI adoption pilots and generate measurable commercial impact.

In The AI Trends Report 2026, co-authored by Ibexa, OMMAX, and Make, we answer a question that leaders ask every day: why do some organisations create real value with AI while others don't?

Based on a survey of 250 senior decision-makers across Germany, France, Italy, the Netherlands, and the UK, the report benchmarks AI maturity across European enterprises and uncovers what separates those who scale AI successfully from those who don't.

Key findings

58% have a defined AI strategy, but only 44% have a fully implemented operating model
84% report measurable improvements in operational efficiency through AI, while 75% report revenue impact
40% cite integration complexity as the top barrier for scaling
Only 7% place AI ownership in business functions, while 48% keep it in IT
79% of AI initiatives fail during or after the pilot stage
66% of organisations regularly assess AI-related risks
80% already share sensitive data with external AI providers, making governance and data sovereignty a growing priority, especially in Europe

What you'll learn

The current state of AI maturity in European businesses
Why many AI initiatives fail to scale
The role of operating models, governance, and organisational readiness
How leading organisations are turning AI into measurable business value
Five strategic priorities for building AI-ready organisations in 2026 and beyond

The report confirms what we see every day: AI ROI stalls where systems stay fragmented. European organisations face higher demands on data governance and control than their US counterparts. Meeting that bar while unlocking AI and agentic value requires marketing, IT, and legal to orchestrate as one.
Bertrand Maugain, CEO, Ibexa

Download the report and see how you can accelerate your business’s AI transformation.

The AI trends report 2026

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