Epsilon Study: AI Adoption In Marketing Now at 100%

A new Epsilon benchmark of 257 marketing decision-makers confirms 100% AI adoption in marketing. The catch: 45% still cite poor or incomplete data as their biggest technical problem.

What the benchmark found

Every surveyed marketer now uses AI in some form. Adoption moved from experimental to operational across B2B and B2C teams.

Why adoption does not equal maturity

Most teams lack clean training data, consistent measurement, and governance. That limits AI output quality and makes scaling risky without stronger data foundations.

What to do next

Audit your data quality before expanding AI workflows. Prioritize integrated analytics, cleaner datasets, and clear ownership for model inputs and outputs.