The Missing Link in Your Marketing Stack Is Human.

70% of marketing leaders say they need to accelerate AI adoption. New Forrester research on why most of them can’t.

What marketing leaders told Forrester:

Tech bloat became a measurement problem. 84% run 10 or more tools; 63% still can't attribute performance to marketing activity. 

The demand is connection, not consolidation. Nearly 7 in 10 expect significant business impact from a single connected platform — but only 23% plan to invest in one.

The AI barrier is a people problem. 70% say they need to accelerate AI adoption; 60% name their own team's AI maturity as a major barrier.

What to do about it:

The blueprint. Forrester's four recommendations, in order — starting with upskilling your team, not buying a platform.

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Real Opportunities To Power Campaign Activation And Marketing Performance, July 2026. A commissioned study conducted by Forrester Consulting on behalf of Horizon Media and MiQ.