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The analysis draws on proprietary data from Arete's work with enterprise clients, combined with original research from our Intelligence Lab team of 45+ researchers and data scientists.
Key Takeaways
- AI adoption in marketing is accelerating, but execution gaps remain significant.
- Organizations that invest in governance alongside capability see 2.4x better outcomes.
- The talent landscape is shifting toward hybrid roles that combine marketing domain expertise with technical AI skills.
Methodology
This research is based on quantitative analysis of anonymized client data, supplemented by structured interviews with senior marketing executives across multiple industries and geographies.