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THE MEDIA AGENCY FOR BREAKTHROUGH RESULTS

New Research / September 2026


WHEN AI AND
YOUR JUDGEMENT DISAGREE, WHICH DO YOU BACK?

See how senior Australian marketers are balancing AI, data and experience when making decisions about brands, budgets and growth.

Download the report
The Confidence Equation report cover
The Confidence Equation

Research with senior marketing leaders. Australian. Exclusively client-side.

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MORE CONFIDENCE.
NEW QUESTIONS.

Among the senior marketing
leaders surveyed:

90%

Say decision-making has become
easier over the past year.

48%

Say AI has made them more
confident in their decisions.

38%

Say they accept AI-generated
strategic recommendations without human review.

INSIDE THE REPORT

WHAT’S SHAPING YOUR
NEXT BIG DECISION?

See what gives your peers confidence, and where the next questions lie.

01 /
What builds
confidence?

See how AI, data and experience contribute to decision-making, and how confidence varies across brands, budgets and measurement.

02 /
Where does trust
need a second look?

Explore which AI outputs marketers accept without human review, and the questions this raises for strategic and budget decisions.

03 /
When does human
judgement lead?

Discover where leaders back their own experience when AI disagrees, and Bench’s perspective on bringing these inputs together.

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THE MARKETER’S PERSPECTIVE

“ULTIMATELY, CONFIDENCE COMES FROM KNOWING
WHEN TO TRUST THE TECHNOLOGY, AND WHEN TO
TRUST YOURSELF.”

MICHELLE WEE

General Manager, Marketing
Hisense

Featuring perspectives from marketing leaders
at Hisense and nudie Foods.

RESEARCH FROM PEOPLE MAKING THE CALLS

65%

Marketing Directors
or CMOs

35%

Heads or VPs
of Marketing

Conducted through Bench Lens. Marketing budgets ranged from under $1 million to $50 million-plus. Methodology and research limitations included in the report.

THE CONFIDENCE EQUATION


A fresh perspective.
For your next big call.

DOWNLOAD THE REPORT

Australian client-side research

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SHAI LUFT - CHIEF OPERATING OFFICER Meet Shai Luft, a senior marketing executive with a proven track record of delivering results for Australia’s largest ASX200-listed companies

Chief Operating Officer

Shai Luft

Meet Shai Luft, a senior marketing executive with a proven track record of delivering results for Australia’s largest ASX200-listed companies. Despite his success, Shai was frustrated by the amount of red tape and bureaucracy that held back marketing innovation. That’s why he co-founded Bench in 2012. As the driving force behind Bench’s operations, Shai is committed to empower marketers with the agility and control they need to achieve their best results.

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ORI GOLD - CHIEF EXECUTIVE OFFICER An ad tech and martech expert. Driven by the frustration of everyday marketers facing a lack of control and accessibility, Ori co-founded Bench in 2012 to revolutionise the digital advertising landscape.

Chief Executive Officer

Ori Gold

Meet Ori Gold, an ad tech and martech expert. Driven by the frustration of everyday marketers facing a lack of control and accessibility, Ori co-founded Bench in 2012 to revolutionise the digital advertising landscape. Heading the talented and forward-thinking team at Bench, Ori is the driving force behind the company’s strategic and product vision. Thanks to Ori’s leadership, Bench has become one of the most respected and successful digital agencies in Australia.

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GENERAL MANAGER LIAM GARRATT Meet Liam Garratt, the creative mind behind Bench’s top-notch products and services. With a career in digital media spanning over a decade, Liam has made a name for himself as a leader in the industry.

General Manager

Liam Garratt

Meet Liam Garratt, the creative mind behind Bench’s top-notch products and services. With a career in digital media spanning over a decade, Liam has made a name for himself as a leader in the industry. He got his start in 2011 working for UK-based programmatic platform Crimtan, where he played a key role in launching the company’s Australian office. In 2017, Liam brought his expertise to Bench, where he now leads the Product & Services functions. Liam is passionate about delivering only the highest quality products and services to Bench’s clients. His commitment to excellence is the foundation of Bench’s stellar reputation.

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VP OF GROWTH ANTHONY FARGEOT Meet Anthony Fargeot, the pioneer behind Bench’s growth and success. Joining Bench in its infancy in 2013, Anthony’s experience with high-growth start-ups gave him the skills to help Bench become one of the most successful digital agencies in Australia.

VP of Growth

Anthony Fargeot

Meet Anthony Fargeot, the pioneer behind Bench’s growth and success. Joining Bench in its infancy in 2013, Anthony’s experience with high-growth start-ups gave him the skills to help Bench become one of the most successful digital agencies in Australia. As Head of Client Services and then Director of Operations, Anthony led Bench through its highest growth period. Today, as VP of Growth, Anthony uses his creative thinking and strategic insights to always look for new and innovative ways to help Bench stay ahead of the curve in a rapidly changing digital landscape.

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