Findings

In just one year, AI usage, investment, and

leadership commitment have accelerated

significantly, shifting the focus from

adoption to execution. In 2026, the main

challenge is no longer whether to use AI, but

how to run it as part of the marketing function.

To understand how marketing organizations

are navigating this shift, we surveyed 1,400

marketers across industries, roles, and

company sizes. This research examines how

teams are operationalizing AI at scale, how that

progress compares to last year’s findings, where

friction remains, and what separates true AI

leaders from the rest.