92% of Marketers Say AI Is Transforming Engagement: Smartly's 2026 Reality Check

The AI Transformation Reality: 92% of Marketers Report Engagement Revolution

Just how transformative has AI become for social media marketing? According to Smartly's newly released 2026 Digital Trends Report, the numbers tell a story that should grab every marketer's attention. 92% of marketers now say AI is actively transforming how they approach engagement – not tomorrow, not next year, but right now.

This isn't another tech headline promising revolutionary change. Smartly's comprehensive analysis, based on extensive industry data, reveals something more nuanced. Marketers aren't just adopting AI; they're fundamentally reshaping their strategies around cross-channel intelligence while making video and connected TV (CTV) central to competitive advantage.

The findings suggest we've reached an inflection point where AI moves from experimental to essential. But here's the interesting part – the transformation isn't happening uniformly across all platforms or campaign types.

Cross-Channel Intelligence Becomes the New Marketing Superpower

Smartly's data points to a critical shift: marketers increasingly view cross-channel intelligence as their primary AI application. Instead of treating each platform as an isolated ecosystem, forward-thinking brands are using AI to create unified customer journeys that span social media, CTV, and traditional digital channels.

This approach is paying off in measurable ways. Companies leveraging AI-powered cross-channel strategies report 28% higher engagement rates compared to those still operating platform-by-platform campaigns. The difference? AI algorithms now analyze customer behavior patterns across touchpoints, identifying opportunities that human analysis would miss entirely.

Consider what this means practically. A customer who engages with video content on Instagram might see different creative variations on TikTok, while CTV ads serve complementary messaging designed to move them toward conversion. The AI doesn't just identify the right audience – it orchestrates the entire engagement sequence.

The cross-channel approach extends beyond just audience targeting. Smartly's research shows marketers are using AI for creative optimization, real-time budget allocation, and performance prediction across multiple platforms simultaneously. It's creating a new category of marketing professional: part creative director, part data scientist, part technology strategist.

Video and CTV Strategies Drive Competitive Differentiation

The Smartly report highlights video and CTV as key battlegrounds where AI transformation is most evident. This shouldn't surprise anyone who's watched social media evolve, but the specific data points are striking.

Marketers report AI-powered video campaigns generate 34% more engagement than manually optimized alternatives. Why? AI excels at the granular details that separate good video content from great video content: optimal posting times, creative variations that resonate with specific audience segments, and dynamic element adjustments based on real-time performance data.

Connected TV represents an even bigger opportunity. The intersection of streaming platforms and social media is creating unprecedented targeting possibilities. CTV advertising spend is expected to grow 47% year-over-year, with AI-driven attribution models helping brands understand exactly how streaming ads influence social media engagement and vice versa.

Here's where it gets interesting: brands using AI across both video and CTV report 56% better return on ad spend compared to traditional approaches. The technology isn't just optimizing individual campaigns – it's identifying new customer acquisition opportunities that wouldn't be apparent through single-channel analysis.

The practical applications are becoming more sophisticated. AI systems now automatically generate multiple video variations, test different messaging approaches with micro-audiences, and shift budget allocation between platforms based on real-time performance signals. It's like having a marketing team that never sleeps, constantly fine-tuning campaigns for optimal results.

The Productivity Paradox: High Adoption, Moderate Gains

While 92% of marketers report AI transformation, Emplifi's State of Social Media Marketing 2026 report adds important context. Their survey of more than 560 marketers reveals an interesting paradox: 82% agree AI is increasing productivity, but 47% characterize the increase as moderate.

This disconnect between adoption and dramatic productivity gains tells us something important about where we are in the AI marketing evolution. We're likely in the "early majority" phase – where the technology delivers meaningful but not revolutionary results for most users.

The moderate productivity gains make sense when you consider implementation challenges. Many marketers are still learning how to effectively integrate AI tools into existing workflows. They're dealing with data quality issues, team training requirements, and the fundamental shift in how marketing teams operate when AI handles routine optimization tasks.

Consider the learning curve: marketers need to understand not just how to use AI tools, but how to interpret their outputs, when to trust automated recommendations, and how to maintain brand authenticity while leveraging AI-generated content. These aren't technical hurdles – they're strategic and creative challenges that take time to master.

The result is a "productivity premium" where early adopters who invest in comprehensive AI integration see outsized gains, while those using AI as a tactical add-on see modest improvements. Companies with dedicated AI marketing teams report 41% higher productivity gains compared to those treating AI as another software tool.

Marketing Teams Evolve: New Skills, New Structures

The AI transformation is forcing fundamental changes in how marketing teams operate. Smartly's research indicates companies are restructuring teams around AI capabilities, creating hybrid roles that blend creative strategy with data science expertise.

This evolution goes beyond adding AI tools to existing processes. Leading brands are creating cross-functional AI marketing pods that include data analysts, creative directors, and technology specialists working together on campaign development. The traditional silos between creative, media buying, and analytics are breaking down.

The skill requirements are shifting dramatically. Marketers need AI literacy – not just tool proficiency, but understanding how machine learning works, what data drives AI decisions, and how to interpret algorithmic outputs. 68% of successful AI implementations involve team members with backgrounds in both marketing and data analysis.

Training programs are becoming critical differentiators. Companies investing in comprehensive AI education for their teams are 3.2 times more likely to report above-average productivity gains from AI adoption. The investment isn't just in software or tools – it's in human capital development.

Interestingly, the AI transformation is creating new career paths. We're seeing the emergence of roles like "AI Marketing Strategist," "Cross-Channel Optimization Specialist," and "Creative AI Director." These positions require hybrid skills that didn't exist five years ago, and they're commanding premium salaries in competitive markets.

What This Means for Your Marketing Strategy

The Smartly data reveals we're past the point where AI adoption is optional. With 92% of marketers reporting transformation, AI has become table stakes for competitive marketing. The question isn't whether to adopt AI, but how to implement it effectively for measurable business impact.

Start with cross-channel integration. Single-platform AI optimization delivers incremental improvements, but cross-channel intelligence creates compounding advantages. Invest in data infrastructure that allows AI systems to analyze customer behavior across touchpoints and platforms.

Focus on video and CTV strategies where AI delivers the highest ROI. These channels offer the richest data for AI analysis and the most opportunities for dynamic optimization. Video-first strategies with AI optimization deliver 28% better engagement compared to static content approaches.

Build AI literacy throughout your marketing team. The companies seeing dramatic productivity gains aren't just using AI tools – they're creating cultures where everyone understands how to work with AI effectively. This investment in human capital pays dividends as AI capabilities continue evolving.

Finally, remember that moderate productivity gains are normal during major technology transitions. The 47% reporting moderate increases are likely in the majority phase. Focus on consistent improvement rather than revolutionary transformation – sustainable competitive advantages come from sustained execution, not overnight reinvention.

The AI transformation in marketing is real, measurable, and accelerating. Whether you're among the 92% driving change or still considering adoption, the data suggests there's never been a more important time to get serious about AI-powered marketing strategies.