Research · Updated October 2026
How AI changed marketing in 2026. Twenty numbers, all sourced.
AI search, marketing teams, New Zealand businesses, UX and social commerce. We checked every figure in October 2026, and each card links to the research it comes from.
- AI search
1B people use ChatGPT every week, as of August 2026.
For a lot of buyers, a chatbot is now the first place they ask, before Google or your website.
- AI search
1B+ monthly users on Google’s AI Mode, less than a year after it launched worldwide.
Google’s own AI answers now reach as many people as ChatGPT does.
- AI search
48% of tracked Google searches show an AI Overview, up from about 31% a year earlier.
Close to half of searches now open with an AI summary above the first link.
- AI search
68% of US Google searches ended without a click from January to April 2026.
Fewer than one search in three now sends anyone to a website.
- AI search
8% of Google visits with an AI summary led to a click on a normal result. Without a summary it was 15%.
When the summary answers the question, most people stop reading there.
Source: Pew Research Center, July 2025
- AI search
4.4x the value of an AI search visitor compared with a regular organic visitor, measured by conversion rate.
AI tools send fewer visitors, and the ones who arrive are closer to buying.
- AI search
14% of marketers track how often AI tools cite their brand. 65% say AI search is their biggest challenge.
Most teams still can’t see whether ChatGPT or Google’s AI mentions them at all.
Source: GoodFirms survey, April 2026
- AI at work
86% of marketing teams use AI in at least part of their work.
Only 1.7% neither use AI nor plan to.
- AI at work
2 in 3 marketers say AI saves their team 10 or more hours a week.
About a third save more than 15 hours a week.
Source: HubSpot 2026 State of Marketing
- AI at work
15.3% of the average marketing budget now goes to AI. Only 30% of CMOs say they’re ready to scale it.
The money is moving faster than the skills to use it.
- New Zealand
91% of New Zealand businesses use AI, but only 4% use it to change how their core operations run.
Up from 66% in 2024. Nearly everyone has started, and very few have gone deep.
- New Zealand
66% of New Zealand businesses gave their people AI training in the past year, up 10 points.
Strategy is behind: just 16% have a clearly defined AI strategy.
- UX and design
91% of designers say new AI tools improve their designs.
From a survey of 906 digital designers across five regions.
Source: Figma State of the Designer 2026
- UX and design
41% of designers now take part in development work, up from 21% a year earlier.
Developers are moving the other way too: 60% now take part in design.
- UX and design
70% of online shopping carts are left before the order is placed.
The average of 50 separate studies: 70.22%.
Source: Baymard Institute, Sept 2025
- UX and design
35% higher conversion is within reach for a large online store by fixing checkout design alone.
Good UX shows up in sales you can measure.
Source: Baymard Institute, Sept 2025
- Creators
$37B in US creator advertising in 2025 (US dollars), up 26% on the year before.
About four times faster than media spend overall. IAB expects $44B in 2026.
- Creators
86% of consumers buy something because of an influencer at least once a year.
Half of influencers charge between US$250 and US$1,000 a post.
- Commerce
$23.4B forecast US sales for TikTok Shop in 2026 (US dollars), ahead of Target’s online store at $21.9B.
Social apps are now a place where people find and buy products.
Source: EMARKETER, Aug 2026
- Commerce
$15T of B2B spending will go through AI buying agents by 2028 (US dollars).
Gartner expects agents to handle 90% of B2B purchases. Your site has to make sense to software as well as people.
Want your team ready for this? The 11-week search marketing certification covers SEO, Google Ads and AI search visibility. Short on time? Start with a one-day digital marketing masterclass, or design better checkouts with the UX product design certification.
Figures checked on 16 October 2026. They are worldwide or US data unless the card says New Zealand, and dollar amounts are US dollars. Compiled by the Institute of Digital Marketing New Zealand (IDNZ). Free to reuse with a credit and link to id.ac.nz (CC BY 4.0).
64% of Product People Now Do Two Jobs. Nobody Owns the Customer.
Figma's 2025 survey of 1,199 product professionals found 64% identify with two or more roles, while 46% of developers distrust AI output. This fact-checked guide sets out who should own the customer problem, the experience and technical integrity, with a practical ownership model for AI-assisted teams.
NZ Digital Marketing Trends: September 2026
The 12% growth figure is the least interesting number in this year's data. Inside: why video is now 22% of NZ digital ad spend, how zero-click AI search is decoupling rankings from traffic, and four New Zealand campaigns that show what actually works.
What Jobs Can Digital Marketing Actually Get You in 2026? Salaries Revealed
Learn the most in-demand digital marketing jobs in 2026, including AI marketing, SEO, social media, UX, content strategy, paid ads, and digital strategy roles. Learn what companies are hiring for, the skills employers want, and the average salaries across New Zealand and globally.
AI Is No Longer an Experiment — It’s Now Your Daily Marketing Workflow
88% of digital marketers now use AI in their daily roles — and AI powers 17.2% of all marketing activities, double the 2022 figure. This report examines where AI has embedded itself in content, SEO, email, paid media, and analytics workflows, identifies why most teams fail to turn adoption into results, and outlines the five priorities NZ marketers should act on right now.
NZ Digital Marketing 2026: $2.97B Ad Spend, Stats & Trends | IDNZ
New Zealand's digital advertising market reached $2.97 billion in 2025 — up 12% year-on-year — while internet penetration hit 96.2% with 5.06 million Kiwis online. This report compiles the most important verified statistics across digital ad spend, social media platforms, AI search, ecommerce, and marketing ROI benchmarks, with practical implications for New Zealand marketers and businesses in 2026.
Top 5 Sora App Alternatives in 2026 (Best & FREE )
Searching for Sora alternatives in 2026? This guide covers the best free AI video tools used by marketers and businesses in New Zealand to scale content creation and stay ahead.
2026 ai Digital marketing trends & Insights report
Comprehensive research report examining AI marketing tools, emerging trends, and strategic predictions. Features $47B market analysis, platform comparisons, and actionable insights for enterprise marketing leaders.
The Ultimate UX Glossary for 2025 and Beyond
Navigate the rapidly evolving landscape of User Experience with our comprehensive, strategically-informed guide. This glossary bridges design psychology, cutting-edge AI trends, and critical business impact, equipping you with the knowledge to thrive in the modern design world.
IDNZ | The Future of Upskilling: Why Practical Training Programs Are Essential for Career Growth
Learn the benefits of hands-on learning with New Zealand’s top practical training programmes. From immersive long-term courses to intensive one-day sessions, find out how upskilling can boost your career.
Social Commerce Takes Center Stage: How In-App Shopping Is Changing the Game
Social commerce is revolutionizing retail by merging social media engagement with seamless in-app purchases. Platforms like Instagram Shops and TikTok Shop are shortening the buyer’s journey, enabling impulse buys, and empowering brands through AI-driven personalization. Explore how in-app shopping reduces friction, boosts conversions, and what trends (like AR and NFTs) will dominate 2024.
Mastering UX, CX & Product Design: Expert Strategies for Agile Digital Innovation
Explore the specialized roles within digital design and their impact on agile product development. Learn from real-world case studies and gain insights into integrating UX, CX, and product design strategies for successful digital innovation.
15 Reasons Why IDNZ's Agile Digital Marketing Certification is Perfect for Career Changers in 2025
Considering a career switch to digital marketing in 2025? Explore why IDNZ’s Agile Digital Marketing Certification stands out for career changers in New Zealand. From AI-powered strategies and NZ-specific market insights to flexible learning and industry-recognized accreditation, this programme equips you with future-proof skills. Dive into 15 compelling reasons, including hands-on mentorship, agile methodologies, and alignment with NZ’s booming digital job market. Start your transformation today!
Top UX Design NZ Trends for 2025
Stay ahead in 2025 by leveraging the latest UX and CX trends. From AI-powered hyper-personalisation to sustainable design, find out how to optimise customer journeys and create unforgettable experiences.
The Most Advanced Digital Marketing NZ Course for 2026
Digital marketing is constantly evolving. In 2026, trends like AI-powered marketing, voice and visual search, and sustainable marketing will dominate the landscape. Discover key insights, best practices, and how New Zealand professionals can stay ahead with up-skilling in Agile Digital Marketing.
The Power and Strategy of Agile Digital Marketing NZ
In the fast-paced world of digital marketing, agility is key to staying ahead. Agile digital marketing allows businesses to adapt quickly, optimize in real-time, and engage customers more effectively. This comprehensive guide explores the principles, benefits, and implementation strategies of agile digital marketing, helping you create more flexible, responsive, and successful marketing campaigns.
Why a Digital Marketing Course in NZ from IDNZ (The Institute of Digital Marketing New Zealand) is Your Next Career Move
Considering a career in digital marketing? Discover why the Institute of Digital Marketing New Zealand (IDNZ) is the perfect choice. With a focus on agile digital marketing, flexible learning options, and robust student support, IDNZ prepares you to excel in a dynamic and fast-paced industry. Dive into the future of marketing with IDNZ!
Digital Marketing in New Zealand: Why Digital Marketing is the Old and Agile Digital Marketing is the New
Explore the evolution of digital marketing in New Zealand, and find out why agile digital marketing is the new standard. Learn about the benefits, key components, and implementation strategies for a flexible, data-driven approach to staying ahead in the digital age.
Mastering Marketing Success through Behavioural Psychology
Discover how to master marketing success by leveraging behavioural psychology. Learn key principles such as social proof, scarcity, reciprocity, and the halo effect, and find out how to apply them in your digital marketing strategies to drive engagement and conversions in New Zealand.
Is New Zealand's Education System Slipping? A Look at the Numbers
Are the standards of New Zealand's education system under NZQA falling? Our detailed analysis examines the latest numbers and expert insights to uncover the truth behind the headlines. Discover the factors influencing the perceived decline and what it means for the future of education in New Zealand.
Maximise Your Marketing with User-Generated Content: Boost Engagement and Trust
Leverage the power of user-generated content to elevate your marketing strategy. This comprehensive guide explores how UGC enhances brand authenticity, boosts engagement, and drives conversions. Implement effective UGC tactics across social media, websites, and email marketing to build a loyal and engaged audience.
Learn what you will earn upon course completion
-
![A man and woman in professional attire giving each other a high five in a bright office, with a laptop, papers, and coffee mugs on the desk, celebrating success or achieving a goal.]()
Small Business Owner
You are a solution provider for your business. You define the product or service, planning the promotion, production, sales and budgeting for the business with the aim of making profit. You want to grow your business via digital platforms.
Salary & Profit: The sky is your limit!
-
![A diverse group of six people is sitting around a conference table in a modern office, smiling during a meeting, with laptops in front of them.]()
Digital Marketing Specialist
You will be creating detailed paid media strategies/plans for search, display, video, and social platforms, finding real insights from data for client's customers and their behaviour.
$80,000 - $109,999 p.a. + commission -
![Two men look at a board filled with printed photos and sketches of a yellow scooter and other related designs.]()
Digital Content Producer
You will create exceptional and innovative content and partnerships opportunities, work with all agency stakeholders and suppliers to create a media lead solution and production plan.
$65,000 - $89,999 p.a. -
![A group of people working in a modern glass-walled conference room at night, with a hallway visible outside.]()
Digital Campaign Manager
You will lead the automated user engagement activity across digital channels, growing the database, email automation, set-up, scheduling and testing of recurring and dynamic campaigns.
$80,000 - $89,999 p.a.
-
![Office workspace with several employees working at desks with computer monitors, a leather sofa with a potted plant on a side table, large windows, and modern lighting.]()
SEM Specialist
You are confident with developing new SEO strategies, roadmaps and timelines for new clients, responsible of clients' SEO results and have a growth plan in action.
$70,000 to $90,000 p.a.
-
![Woman leaning over a white desk in a bright office with a large computer monitor, potted plant, and a city view through large windows.]()
Social Media Specialist
You are confident to deliver consistent, brand aligned marketing focused experience across all digital and social marketing touch points, optimising social engagement and ROI.
$65,000 - $89,000 p.a.
-
![Man talking on phone while looking at an iMac computer displaying a cryptocurrency chart in a home office.]()
Digital & eCommerce Specialist
You’ll focus on digital & e-commerce site conversions, identify how the e-commerce user journey can be optimised and improved through SEO, CRO strategy, website user data, and landing pages, then project manage this work.
$85,000 - $100,000 p.a.
-
![Man smiling during a meeting with colleagues in a modern office conference room.]()
Agile CX Designer & Researcher
You are confident in bringing human centred design skills and critical thinking to support and define the customer experience., develop and implement strategies to enhance best practice customer outcomes for business.
$75,000.00 - $150,000.00 p.a. subject to experience
-
![A man with glasses and a beard sketching drawings on paper at a desk in an office or studio.]()
Agile UX Designer & Researcher
You will drive customer centric design principles and agile ways of working, identify customer problems and opportunities and design intuitive, seamless, delightful solutions, with user research, testing during a life cycle of a project.
$75,000 - $150,000 p.a. subject to experience
