Kantar vs Mintel

Kantar Study: Marketers Invest in AI, Consumers Skeptical

A new Kantar study, 'Media Reactions 2026', reveals a significant gap between marketer investment in AI and consumer trust. While 75% of marketers plan to increase ad spending on AI assistants in 2027, only 23% of consumers trust product recommendations from AI. Additionally, 62% of marketers expect generative AI to play a central role in brand recommendations, yet only 32% of consumers use AI assistants to research brands and products. The study also highlights growing uncertainty among marketers: only 57% believe their company has the right media mix, down from 64% the previous year. Kantar's new Ad-Equity ranking shows Google, Amazon, and YouTube leading among consumers, while marketers favor YouTube, Instagram, and Google. The study also notes a shift toward micro- and nano-influencers, with 66% and 61% of marketers planning to increase investment in these segments, respectively.

• 75% of marketers plan to increase ad spend on AI assistants in 2027.
• Only 23% of consumers trust product recommendations from AI.
• 62% of marketers expect generative AI to play a central role in brand recommendations.

AI Deepens Marketing's Measurement Paradox, Kantar Finds

At The Drum Live, measurement experts discussed a paradox: marketers have more data than ever, yet confidence in using it is declining. Kantar previewed research showing declining confidence among 800 senior marketers globally, accelerating over the past year. AI is both a contributor and potential solution, but panelists warned that AI only works as well as the data it's fed. Fragmentation and self-serving platform metrics exacerbate distrust. The consensus favors incrementality and outcome-based measurement over last-touch attribution and surface metrics. Organizational alignment on success definitions is critical. The shift also highlights the short-term vs. long-term balance, with confidence in this balance dropped from 60% to 50% in a year. Preparing measurement systems with proper data taxonomy and C-suite ownership is essential for AI readiness.

• Kantar research (survey of 800 senior marketers) shows declining confidence in media mix and data use, accelerating over the past year.
• 97% of executives believe data volume has outgrown their capacity to connect and understand it.
• Marketer confidence in balancing short-term performance and long-term brand building fell from 60% to 50% in a year.

Kraft Heinz creator strategy: brand effectiveness over engagement metrics

At The Drum Live, Kraft Heinz, Google, and Kantar discussed the evolving creator marketing landscape. Kantar's analysis of 15,000 creator activations found that platform metrics like likes and views align with brand effectiveness only one in three times. Will Cooke of The Kitchen @ Kraft Heinz emphasized focusing on 'uncommon creativity' and giving creators a meaningful role, as seen in the successful Flavours campaign. Google's Khalid Almashgari highlighted creators as a gateway to cultural relevance and announced Open Call, a tool connecting creators with brands. The session stressed the importance of clear briefs and measuring success against marketing objectives rather than short-term engagement.

• Kantar analyzed 15,000 creator activations and found platform metrics align with brand effectiveness only one in three times.
• Kraft Heinz's 'Flavours' creator film outperformed all other content metrics in the past 18 months.
• Google mandates a 50:50 split of creator and brand assets in paid media, resulting in a 2X year-on-year increase in brand lift.

Carter's Brand Refresh Targets Gen Z and Millennial Parents

Carter's has unveiled its first major brand refresh since 2000, aimed at appealing to Gen Z and millennial parents. The refresh includes a new logo (with an apostrophe replaced by a shooting star), a new visual identity, and a brand commitment: 'to let every child's light shine.' The accompanying 'Watch Them Glow' campaign launched on September 16, 2026, features a 60-second commercial on CTV platforms like Nexxen, Roku, Disney+, and Hulu, as well as digital and social channels. The campaign emphasizes self-expression and individuality, supported by Pew Research data. Carter's also introduced a creator program called 'Light Makers' with up to 15 Glow Grants in the first year. The rebrand follows new CEO Sharon Price John's appointment and increased marketing spend, contributing to a 5% net sales increase in Q2 2026. Partnerships with Outward Bound and Boys & Girls Clubs of America support children and families.

• Carter's launched its first major brand refresh since 2000, including a new logo, visual identity, and brand commitment: 'to let every child's light shine.'
• The 'Watch Them Glow' campaign launched on September 16, 2026, with a 60-second spot airing on CTV platforms like Nexxen, Roku, Disney+, and Hulu.
• The new logo replaces the apostrophe in 'Carter's' with a shooting star.

Global Beauty Ingredient Trends 2026

Mintel added a new featured research report: Global Beauty Ingredient Trends 2026 (Beauty and Personal Care).