The news: Two recent surveys from Duke University and MarTech reveal a common theme regarding technology and AI adoption: Martech underperforms not because of weak tools, but because of weak infrastructure. 

Fragmented data, misaligned teams and low readiness are getting in the way of adopting new technology and automation in marketing. Many firms lack the data maturity to analyze and harness it effectively. 

AI presents new hurdles: AI adoption is powering 17.2% of marketing efforts, a 100% increase since 2022, per Duke’s CMO Survey. Some of the challenges marketers face in the AI transition include a steep learning curve (34%), difficulty integrating into existing workflows (34%), and team resistance (30%), per Canva.

Zooming in: Aligning with Canva’s findings, 65.7% of marketers cite data integration as their top martech challenge per MarTech’s State of Your Stack report, while CEOs are struggling to measure AI-driven outcomes, indicating a disconnect between tech investments and business value.

• Organizations face a data value chain breakdown—poor system integration, fragmented campaigns, and unclear ROI tracking.
• Marketing, IT, and leadership all operate in silos, crippling AI’s potential and delaying ROI.
• Most companies are still at the data gathering and assessment stage despite the availability of advanced martech tools.

Martech can’t scale without structure: Many companies are investing in martech tools before fixing core data issues—architecture, governance, and employee literacy. Success hinges not on the tools, but on building the right organizational skills. Some solutions to consider:

• Fix the foundation first. Audit data flows, enforce governance, and upskill teams before adding more tech.
• Break down silos. Align marketing, IT, and leadership on shared metrics and integration roadmaps.
• Measure what matters. Tie AI adoption to business outcomes, not just adoption rates.

Our take: The real competitive edge isn’t adoption speed, it’s integration depth. Marketers who lead data strategy and coordinate teams will win the future. Failure to integrate will result in marketers ending up with tools they can’t use.