AUCKLAND, Today: Australian marketers are feeling upbeat again, with 71% saying they’re optimistic about the year ahead. That’s a 15% jump in confidence, bouncing back from 2024’s dip to 56%.
Stabilising budgets and clearer direction on AI and automation are helping teams focus on smarter, more sustainable growth. Sonar Group MD and Co-Founder Scott Heron says, “It’s great to see some confidence re-entering the market, and that is showing in the way clients are approaching their marketing activities.
‘The optimism is real, but it’s not naive – marketers know the stakes are high and they’re making smarter and more strategic moves in response.”
Other key findings from the report include:
- AI moves from hype to habit: Generative AI use has jumped from 20% in 2023 to 70% in 2025. Teams are using it for content, workflows and insights — but impact still needs work
- Marketing automation investment is the priority: Scalable delivery is the name of the game, with 58% calling it their top investment focus this year — way up from 17% in 2023
- Budgets expected to rise or stabilise: 76% expect their budgets to hold or grow, though inflation could dull the impact. Still, the mood’s a whole lot brighter than last year
- Teams set to hold or grow: Despite the AI panic, 70% expect team size to stay the same or grow. Focus is shifting toward hybrid skills in AI, data and personalisation
“It’s no longer a side project, it’s becoming increasingly embedded in the day-to-day of marketing teams and is fundamentally reshaping how brands operate.” – Scott Heron
Marketing is reclaiming its seat at the table: 72% say marketing is now seen as a value driver or cost centre — a nice jump from 64% last year.
Heron adds, “What’s interesting is the sentiment we’re seeing around emerging tech like AI. Two years ago, it was met with uncertainty and scepticism because of so many unknowns – now, it is being used to enable marketers and enhance performance.
“It’s no longer a side project, it’s becoming increasingly embedded in the day-to-day of marketing teams and is fundamentally reshaping how brands operate.”
Sector-specific highlights include:
- Retail marketers leading the confidence curve, with 82% positive about the year ahead
- Financial services marketers reporting high intent to invest in AI at 75% compared to the average 48%
- Not-for-profits more focused on up-skilling in generative AI (86%), personalisation (86%) and data/analytics (57%) than the average
With tighter spending and higher expectations, marketers are looking for partners who can drive sharper, more commercial decision-making. As Heron puts it: “With foundations in place, it’s now about building intelligent operations to fuel the next phase of growth in Australia’s marketing landscape.”
The 2025 report draws on feedback from senior marketing leaders — over 82% were CMOs, CXOs, Marketing Directors or Heads of Marketing, Brand or Digital. Responses came from retail, finance, tech and not-for-profit teams within companies of 201–500 staff.
Download the full report here.
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