Modern Lender and brett, the agentic operating system for marketers, have launched the first edition of State of AI in Marketing, a new research programme created by brett to examine how marketing teams are adopting AI and how the way they operate is changing.
The first edition has been developed jointly by brett and Modern Lender and will focus on marketing professionals working across UK mortgage lending.
The research will provide a new benchmark for how teams in a highly regulated sector are using AI today and how it is changing the way marketing work is planned, created, reviewed, approved and measured.
While AI adoption is widely discussed, there is currently limited industry-level data showing how UK mortgage marketing teams are actually using it, how their workflows are changing, and how review, approval and governance are adapting. The research is intended to help fill that gap.
The study will look beyond headline adoption to understand where AI is being used across the marketing workflow, how it is affecting productivity and output, and whether the processes surrounding marketing work are keeping pace.
It will also examine the particular impact of AI in regulated marketing, including the role of human oversight, compliance review and the controls organisations have in place around AI-assisted work.
The mortgage edition combines brett’s focus on how AI is changing marketing operations with Modern Lender’s knowledge of and reach across the UK mortgage market.
Andy Shields, Director of Modern Lender, said:
“There is a huge amount of discussion about AI across the mortgage industry, but relatively little data showing how marketing teams are actually using it and what that means for the way they work.
“Working with brett, we want to build a proper benchmark for mortgage marketing that goes beyond which AI tools people are experimenting with and looks at how marketing itself is changing.”
The findings will be published in the first State of AI in Marketing report, which will launch at the MIMAs on the 25th of November 2026.
Mortgage marketing professionals can take part in the survey here: https://www.usebrett.com/state-of-ai-in-mortgage-marketing
