A new report from McKinsey landed on my desk last week, and it highlights a tension that I think every marketing leader is feeling right now.

The report, State of Marketing Europe 2026, reveals that CMOs have gone “back to basics.” They have ranked Branding as their absolute #1 priority.

But here is the paradox: they ranked Generative AI at #17 out of 20.

At first glance, this looks like a contradiction. The report even warns of an impending “AI reckoning” for the 94% of companies that are lagging behind. Why would leaders prioritize the human connection of a brand while ignoring the most powerful technological shift of our generation?

I don’t see this as a contradiction. I see it as a defensive posture.

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We are navigating a period of intense economic uncertainty. When the ground is shaking, it is natural to reach for what is solid. Branding, trust, and authenticity are the bedrock of resilience. They are the assets that help you steer through the storm.

But ignoring the tools that help you build that bedrock is dangerous.

The complexity of integrating AI is overwhelming. Things are moving so fast that it is hard for any leader to keep up, let alone ensure they are doing it “right.” It’s easier to focus on the message than the machine.

However, the data tells us something important. The companies that are mature in their AI adoption aren’t just saving money—they are buying back time for their team members.

The question is: what would you do if you could reclaim that internal mental bandwidth?

My advice is not to look for cost savings. It’s to reinvest that energy into strategy. Teams need the space to think deeper, to measure better, and to focus on the high-value content that truly moves the needle, rather than just feeding the content beast.

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This brings us back to a concept we discussed last week: social media is TV.

To treat your content channels with the rigor of a media broadcaster, you need high-quality “programming.” You cannot achieve that volume and quality manually without burning out. AI could be viewed as your ultimate production assistant—the tool that handles some of the operational heavy lifting so your team can focus on the human connection.

The risk of ignoring this isn’t just about inefficiency. It’s about becoming invisible.

I wouldn’t try to change a CMO’s mind about prioritizing branding. They are right to do so. But to truly protect that brand in 2026, we need to stop seeing AI as a distraction and start seeing it as the engine that powers our resilience.

You can download the full McKinsey report right here.

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