Only 6 percent of marketers have fully implemented AI, report

Marketing Intelligence Platform Supermetrics has published its 2026 Marketing Data Report, revealing a widening gap between executive pressure to adopt AI and marketing teams’ ability to implement it effectively.

Based on a global survey of marketers at brands and agencies, the report shows that 80 percent of respondents feel pressure to adopt AI. However, only 6 percent say they have fully integrated AI into their workflows, citing limited access to reliable data and low trust in AI outputs as key barriers.

Leadership pressure outpaces readiness

Respondents attribute 89 percent of AI adoption pressure to the C-suite and board. At the same time, many marketing teams lack ownership of their data foundations. More than half, 52 percent, say external teams define their data strategy and measurement frameworks.

Operational bottlenecks persist. Half of respondents wait between one and three business days for support from data teams, and only 7 percent report receiving real-time assistance. This delay limits the ability to test and scale AI-driven initiatives.

Trust, privacy and ROI concerns

In this environment, confidence in AI remains low. Only 18 percent of marketers report high trust in AI, while 37 percent say they lack a clear AI strategy from leadership. Data privacy also remains a concern, with 39 percent highlighting risks related to AI use.

Financial pressures compound the issue. According to the report, 55 percent of marketers face cost-cutting demands while maintaining performance. Nearly four in ten still struggle to prove return on investment across channels, increasing scrutiny over marketing spend.

Anssi Rusi, CEO, Supermetrics: "AI can accelerate marketing performance, but only if the data behind it is strong. When marketing teams have clean, structured, and up-to-date data at their fingertips, they can move beyond testing and start making AI-powered decisions with real business impact."

Call for stronger data foundations

Supermetrics works with brands including BBC, Heineken, Levi's and L'Oréal. The company positions its platform as a way to centralise marketing data, reduce manual reporting and support real-time activation.

The report concludes that organisations must prioritise unified data management, clearer ownership and measurable outcomes before scaling AI initiatives. By connecting systems and improving data reliability, marketing teams can narrow the gap between AI ambition and demonstrable performance.

The full report can be accessed here

www.supermetrics.com

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