Solving the AI Confidence-Readiness Paradox in Marketing

AI success in marketing depends on more than just technology

AI adoption in marketing has moved quickly from experimentation to expectation, with most teams now using AI across core workflows and investment rising. But for many, the results still fall short.

What’s missing isn’t confidence in AI — it’s the ability to operationalize it in a way that drives real, measurable outcomes.

Featuring insights from senior marketing and technology leaders at major US brands, this insightful research from TransUnion^® and UTA Advisory reveals what’s standing in the way — and how marketers can close the gap.

Why AI adoption matters now

AI has dominated conversations around how marketers plan, execute and measure campaigns. However, as the initial fervor around AI begins to die down, many marketing leaders are confronting questions about the actual impact AI tools and workflows have on their bottom lines, rather than just boosting efficiency or accelerating creative iteration. 

The result is a growing gap between how marketing and data teams are investing in AI and how confident they feel in their teams' abilities to realize its full potential. Technology budgets are continuing to climb, but the people, process and data readiness needed to make the most of those increased budgets aren't keeping pace, putting marketing leaders at risk of wasting valuable time, effort, and investment dollars.

What the research covers

• Why AI adoption alone isn’t driving performance — and where most teams are falling short
• How current AI use is concentrated in execution, not decisioning
• What measurement gaps are limiting visibility into AI’s true business impact
• Where organizational readiness across data, people and processes is breaking down

Who should read it

Built for leaders responsible for driving growth, improving performance and scaling AI across the organization, including:

• Marketing leaders and decision-makers
• Data and analytics leaders
• Customer insights and intelligence professionals
• Marketing technology and digital transformation leaders
• AI and innovation strategists

Access the whitepaper to better understand how your organization can solve the AI Confidence-Readiness Paradox and turn AI investment into measurable outcomes.