Solving the AI Confidence-Readiness Paradox in Marketing

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.

Who should read it

This research is built for marketing, data, analytics and technology leaders responsible for driving growth, improving performance and scaling AI across the organization.

What you’ll learn:

• 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

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