XR: 83% of UK Advertisers Now Use AI, With Speed to Market Overtaking Cost Savings

XR Extreme Reach's UK State of Ad Ops report finds 83% of UK marketers actively using or piloting AI in production, 41% using it daily and just 3% with no adoption plans, with speed to market (36%) overtaking cost savings as the top driver, ahead of creative volume (35%) and cost reduction (32%). Brand teams lean on AI in pre-production for image creation, copywriting and briefing, while 43% of full-service agencies report daily use as standard practice — evidence AI has become core advertising infrastructure rather than an experiment.