Effectively cutting through the noise in the market, and making efficient use of artificial intelligence (AI) in marketing and comms are the biggest challenges facing marketing executives in 2026 according to the latest PritchittBland Communications financial services marketing survey. The survey’s respondents are comprised of marketing executives within our network including clients and other industry contacts.

Although more marketers are adopting AI into their processes and content creation, its increased use is resulting in a noisier environment, hindering the ability of marketers to cut-through to their target audiences. Although AI is a useful tool, respondents flagged that it is leadingto the production and publication of more generic and inauthentic content, adding to an already cluttered market. Some respondents also noted the challenge of finding the balance between AI implementation, retaining human marcomms talent and meeting business expectations.

Nevertheless, AI is widely used by marketing teams, with 80 per cent of respondents noting they use it in their marketing and communications activities, an increase from 76 per cent in 2024.

The majority of respondents say AI is mainly be used for providing background research and information (27 per cent). Tied in second place at 24 per cent was using AI to create content and streamline processes.

When it comes to public relations spend, 5 per cent of respondents increased their spend in 2025, while 56 per cent said their budgets stayed the same, and 19 per cent decreased their spend. The majority of respondents forecast their public relations spend will remain the same for 2026, with 38 per cent noting a potential increase and 6 per cent a potential decrease.

The most important service under the public relations umbrella in 2025 for marketing executives continues to be media relations (24 per cent). This is followed by building media relationships (18 per cent) and providing strategic advice (14 per cent). This compares to the previous year where content development and coordinating events and media briefings were in the top three.

Interestingly, executives report that the importance of social media in their programs continues to decrease with only 2 per cent of respondents finding it important in 2025 compared with 4 per cent in 2024 and 9 per cent in 2023.

Looking ahead, marketers continue to believe media relations (20 per cent) will be the top priority for 2026, followed by building media relationships (19 per cent), which is consistent with previous years. Content placement made it to the top three priorities for the year ahead with 17 per cent of respondents noting this as a goal.

In terms of satisfaction with their current public relations consultancy, 56 per cent said they were ‘very satisfied’, which is similar to 2024 at 59 per cent. Only 19 per cent are ‘generally satisfied’, compared to 41 per cent in 2024. In all, 63 per cent of respondents plan to continue their business arrangement with the same consultancy, a decreased from 82 per cent in 2024. A total of 38 per cent of respondents are unsure about their plans for 2026, an increase from 18 per cent in 2024.

Meanwhile, 25 per cent would like their consultancy to bemore proactive and to communicate ideas to them. Following this, 21 per cent noted they are happy with the work produced and have no areas for improvement and 17 per cent would like their consultancy to provide better value for money.

Only 8 per cent of respondents said they would like theirc onsultancy to have a better understanding of the industry and be more “on the team” rather than counting hours.

The most prized aspects for 16 per cent of respondents was a consultancy that is “easy to work with”, followed by 13 per cent noting a consultancy that inspires confidence that they are competent professionals. A total of 10 per cent want their PR firm to achieve success in content placement and gaining exposure, as well as having the industry knowledge.