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RESEARCH DATA

AI Visibility & B2B Buyer Behaviour Stats

Citable stats on how AI is changing B2B vendor discovery. Original research from GTM Signal Studio plus verified external data. Each stat links to its source. Updated regularly.

64+

Citable Stats

100+

Companies Scanned

35+

Sources

ORIGINAL RESEARCH

GTM Signal Studio Original Research

Original data from GSS benchmark studies. 150+ companies scanned across multiple sectors using the AI Visibility Framework (4 dimensions, scored 0-100). Updated monthly.

81%

of 150 B2B companies score 0-5 on AI citation presence — invisible to AI recommendations

AI Visibility Benchmark April 2026 — GTM Signal Studio (2026)Sample: 150 companies, 5 sectors

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28.7

average AI visibility score across 150 companies (out of 100) — down from 82.2 at N=50

AI Visibility Benchmark April 2026 — GTM Signal Studio (2026)Sample: 150 companies, 5 sectors

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10/10

bottom 10 companies in the 150-company benchmark are all IT Services firms scoring 2/100

AI Visibility Benchmark April 2026 — GTM Signal Studio (2026)Sample: 150 companies, 5 sectors

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44%

of enterprise B2B companies score 2/25 on AI citation presence

AI Visibility Benchmark March 2026 — GTM Signal Studio (2026)Sample: 50 companies, 5 sectors

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52%

of UK law firms score 2/25 on AI citation presence — invisible to AI recommendations

AI Visibility: UK Law Firms 2026 — GTM Signal Studio (2026)Sample: 50 UK law firms

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3x

citation gap between SaaS (24.4/25) and IT Services (8.0/25) on AI citation presence

AI Visibility Benchmark 2026 — GTM Signal Studio (2026)Sample: 50 companies, 5 sectors

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23.4/25

average Entity Recognition — AI knows who companies are but does not recommend them

AI Visibility Benchmark 2026 — GTM Signal Studio (2026)Sample: 50 companies

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0

law firms scored in the 6-20 range on citation — the split is binary: cited or invisible

AI Visibility: UK Law Firms 2026 — GTM Signal Studio (2026)Sample: 50 UK law firms

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21 pts

gap between cited (92.1) and uncited (70.7) law firms — driven entirely by citation presence

AI Visibility: UK Law Firms 2026 — GTM Signal Studio (2026)Sample: 50 UK law firms

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93.5 vs 72.3

specialist law firms outperform generalists on AI visibility — clear positioning wins

AI Visibility: UK Law Firms 2026 — GTM Signal Studio (2026)Sample: 50 UK law firms

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22.9 vs 21.6

uncited firms score HIGHER on content structure — proving site quality alone does not drive AI citation

AI Visibility: UK Law Firms 2026 — GTM Signal Studio (2026)Sample: 50 UK law firms

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EXTERNAL DATA

UK Marketing Careers & Salaries

What every marketing job actually pays in the UK, who is hiring, how hard each is to get into, and what AI is doing to it. Salary data from sources that publish their method; demand data from job-ad counts and recruiter reporting.

£65,000

UK median salary for a Product Marketing Manager, down 7.14% year on year from £70,000

IT Jobs Watch, 6 months to 24 August 2026 (2026)

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£45,000

UK median salary for a Campaign Manager, down 5.26% year on year from £47,500

IT Jobs Watch, 6 months to 24 August 2026 (2026)

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50 vs 56

Permanent UK job ads over six months: 50 for Product Marketing Manager against 56 for Campaign Manager. Nearly identical demand, £20,000 apart in pay — the gap is scarcity of people, not scarcity of jobs

IT Jobs Watch, 6 months to 24 August 2026 (2026)

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£9,500

The gap between a Marketing Automation Specialist (£35,500 median) and a Marketing Automation Manager (£45,000 median) in the same salary guide, for heavily overlapping work. The job title is worth £9,500

Robert Half 2026 UK Salary Guide (2026)

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£61,330

UK median salary for an SEO Manager — the highest-paid craft role on the board, and the one with the most uncertain outlook as AI changes search

Ashdown Group Marketing Salary Guide, July 2025 (2025)

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£56,950

UK median salary for a PPC Manager. Demand generation is named by recruiters as one of the two most sought-after skill sets in 2026

Ashdown Group Marketing Salary Guide, July 2025 (2025)

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£52,569

UK median salary for a CRM Manager. Lifecycle and marketing automation roles are among the least exposed to AI, because the job already is the automation

Ashdown Group Marketing Salary Guide, July 2025 (2025)

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£50,817

UK median salary for a Brand Manager. Well paid, but far fewer roles than candidates, and concentrated in FMCG

Ashdown Group Marketing Salary Guide, July 2025 (2025)

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£46,436

UK median salary for a Campaign Manager. The most realistic entry point into marketing for people coming from project management, operations or admin

Ashdown Group Marketing Salary Guide, July 2025 (2025)

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£42,055

UK median salary for a Content Manager. Content creation is the marketing function AI is disrupting hardest

Ashdown Group Marketing Salary Guide, July 2025 (2025)

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£41,750

UK median salary for a Digital/Insights Analyst, with a 75th percentile of £59,000 — the widest ceiling relative to median of any role measured

Robert Half 2026 UK Salary Guide (2026)

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£39,427

UK median salary for a PPC Executive, against £56,950 for a PPC Manager — a £17,523 step, the largest single promotion jump measured across UK marketing roles

Ashdown Group Marketing Salary Guide, July 2025 (2025)

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£37,000

UK median salary for a Social Media Manager — the lowest-paid role carrying the word Manager across UK marketing, despite recruiters reporting these roles are scaling quickly

Robert Half 2026 UK Salary Guide (2026)

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£30,000

UK median salary for a Digital Marketing Executive — the entry point into marketing, and the level where hiring has contracted most

Robert Half 2026 UK Salary Guide (2026)

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No published median

Neither of the two UK salary guides that publish quartile methodology lists a median for Copywriter any more. The absence is itself the finding: copywriting remains a core marketing skill while declining as a standalone job title

Robert Half 2026 UK Salary Guide and Ashdown Group July 2025, both checked 24 August 2026 (2026)

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Down ~£11,000

Average UK marketing pay fell in 2026 across nearly every sector and level of seniority, by almost £11,000 in some cases

Marketing Week Career & Salary Survey 2026, 2,350 respondents (2026)

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51.2%

Share of UK marketers reporting their role grew without a matching pay rise

Marketing Week Career & Salary Survey 2026, 2,350 respondents (2026)

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£111,082

Average UK salary for CMOs, marketing directors and VPs in 2026, down from £117,623 the year before

Marketing Week Career & Salary Survey 2026 (2026)

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£77,926

FMCG remains the highest-paying UK marketing sector, but fell from £81,499. Entertainment was the only one of sixteen sectors where pay rose, from £65,420 to £67,342

Marketing Week Career & Salary Survey 2026 (2026)

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+87%

Marketers actively looking for work rose from 16,000 in January 2025 to around 30,000 in January 2026 at a single UK recruiter — competition for the same roles nearly doubled in twelve months

UpTalent, via Marketing Week, 23 January 2026 (2026)

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28.8%

Share of UK marketing leaders expecting to cut their teams in Q1 2026, up from 22.8% the previous quarter. In the same survey 20.9% expected to add headcount, up from 17.5% — the market is contracting and expanding at once

IPA Bellwether, via Marketing Week, 23 January 2026 (2026)

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−40.8%

Open roles at IPA member agencies fell from 1,149 in 2024 to 680 in 2025. Agency headcount fell 6.8% year on year, from 26,787 to 24,963

IPA 2025 Agency Census, published 12 February 2026 (2026)

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Junior first

AI is not removing marketing jobs evenly. Teams are flattening from pyramid structures into flatter ones, junior roles are being cut hardest, and content creation is the function most disrupted. The entry route into marketing is closing faster than the roles above it

3Search and Major Players via Marketing Week 23 January 2026; Michael Page UK Marketing Trends 2026 (2026)

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Least exposed

Product marketing is the UK marketing role least exposed to AI. The work is judgment built on direct customer contact and internal business knowledge, which is the hardest input in marketing to automate

GTM Signal Studio analysis of role requirements, August 2026, against Michael Page UK Marketing Trends 2026 (2026)

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Most exposed

Content production is the UK marketing function most exposed to AI. The role shifts from producing to commissioning, editing and judging, which changes the skill required rather than removing the job

Michael Page UK Marketing Trends 2026 (2026)

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Demand gen and e-commerce

The two most sought-after UK marketing skill sets in 2026, per recruiter reporting. Growth areas also include creative strategists inside performance teams, creator and influencer specialists, and hands-on Amazon Marketplace and TikTok Shop experience

Michael Page UK Marketing Trends 2026; 3Search and Major Players via Marketing Week (2026)

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3 to 5 years

Typical experience UK employers ask for in a Campaign Manager. A CIM qualification is commonly listed as desirable rather than essential, which makes it one of the more open routes into marketing from adjacent fields

Indeed UK and Campaign Live role requirements, August 2026 (2026)

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2 to 4 years

Product marketing is almost never an entry-level role. Practitioners typically arrive after two to four years in content, campaigns or sales, because the job depends on customer and business knowledge that cannot be held on day one

Product Marketing Alliance and Indeed UK role descriptions, August 2026 (2026)

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METHODOLOGY

How we collect and verify this data

Original research: GSS stats come from our AI Visibility Framework — a 4-dimension scoring system (Citation Presence, Entity Recognition, Content Structure, Citation Breadth) applied using our multi-API scanner across Google AI Mode, ChatGPT, Perplexity, and other AI platforms. Full methodology is published with every study.

External data: Every external stat includes its source, year, and sample size where available. We link directly to the original source. We do not include stats from secondary compilations unless we can verify the original study.

Updates: This page is updated as we publish new benchmark studies and as significant new external research becomes available.

Want to know where your company stands?

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