Marketers brace for FY26 pressure: budgets squeezed, AI risks grow
A new study conducted by Scooter and featured in B&T reveals the challenges and shifting priorities shaping the marketing landscape as FY26 approaches.
More than half of marketers surveyed say budget constraints are their top concern, while nearly one in five expect their teams to shrink in the year ahead. Many plan to strengthen in-house capabilities and reduce reliance on external agencies, signalling a shift in how brands approach creative and strategic partnerships.
Technology continues to transform the industry, with AI emerging as both an opportunity and a risk. Almost half of respondents see AI as a top investment area for creative and data-driven output, yet growing anxiety remains around data privacy, security, and compliance.
Scooter’s findings highlight the increasing need for agility, transparency and collaboration between clients and agencies. In a climate where marketers are expected to do more with less, the ability to adapt with purpose will be key to staying ahead.