TransUnion research shows marketers’ AI confidence outstrips organizational readiness

TransUnion research flagged an AI “confidence-readiness” gap among US marketers despite rising AI spend expectations.

• 89% expect AI-enabled marketing investment to increase over the next 12-24 months; 64% expect to hit AI marketing goals.
• Only 42% rated people readiness as high; 36% rated data and process readiness as high, pointing to execution risk.
• 48% reported enough visibility into platform AI to optimize with confidence, limiting governance and performance management.
• Data fragmentation remained a key constraint: 69% cited walled-garden blind spots; 70% cited cross-channel gaps affecting impact measurement.