Business UpdateAug 5, 2026, 07:26 AM
TransUnion: 89% Marketers Boost AI Investment, But Unprepared
AI Summary
TransUnion's research reveals a "confidence-readiness paradox" in AI adoption among marketers, with 89% expecting increased investment but many lacking foundational readiness. While 64% are confident in achieving AI goals, only 42% rate people readiness and 36% rate data/process readiness as high. Data fragmentation and a focus on efficiency over advanced measurement are key barriers, highlighting the need for robust data, identity, and measurement foundations to effectively scale AI.
Key Highlights
- 89% of marketers expect AI investment to increase over the next 12-24 months.
- 64% of marketers are confident in achieving their AI-enabled marketing goals.
- Only 42% rate their organization’s people readiness for AI as high.
- Just 36% rate their data and process readiness for AI as high.
- 65% of marketers measure AI success primarily through time and cost savings.
- 70% cited cross-channel blind spots as a barrier to understanding AI's impact.
Price Impact
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