According to the second edition of the Trends of AI study, published on 23 January 2026 by KPMG and the collective Les EnthousIAstes among 356 French decision-makers (KPMG), marketing keeps its place as the leading function for AI adoption among the eight studied. Yet usage remains concentrated on content production, summarising, translation and generation: precisely where the risk of undifferentiated content lies. For a digital marketing agency in Luxembourg, this paradox is above all a question of governance.
The facts
- Marketing ranks alongside IT as the leading function for AI adoption in business: conversation summarising and content translation are deployed in 59% of organisations, content generation in 55% (KPMG, Trends of AI 2026).
- Usage remains concentrated on content: predictive applications, such as sales and stock forecasting, are deployed in only 7% of organisations (The Media Leader).
- The study, built with 80 experts from large companies (L'Oréal, Carrefour, Michelin and Renault Group among them), notes persistent caution on strategic tasks and on preserving creativity; fears of job destruction remain low (Esteval).
Why does marketing's lead in AI raise the question of distinctiveness?
This contrast is no accident. Marketing adopted generative tools faster than other functions because content, whether text, image or video, is the direct product of this technology. It is therefore also the first to measure the side effects. The more a team generates with the same models and the same prompting habits, the more it converges on a generic output. Left without editorial direction, that convergence goes unchecked.
I ran a communications agency for more than twenty years before co-founding AIxH. This risk is nothing new: every tool that democratised production, from layouts to image banks to templates, produced the same levelling as soon as no human judgement stood in its way. What separates AI content recognisable as such from content that carries a voice comes down to a single variable: who rereads, who decides, who refuses. The study confirms it in its own way: decision-makers' caution bears precisely on strategic tasks and creativity, in other words on what cannot be automated without direction.
AIxH's view
A digital marketing agency in Luxembourg practises this governance every day: at AIxH, no content produced with AI, whether advertising, editorial or training material, is published without a human review that checks brand consistency and the accuracy of the facts put forward. Our AI integration service for businesses structures this governance for companies that want to industrialise AI without losing control of what goes out. If you are wondering how to frame AI in your marketing content, a first conversation is often enough to lay foundations suited to your size.