Key stat: 60.9% of US marketers prioritize generative insight summaries as their top AI enhancement for next-gen marketing mix modeling (MMM), nearly double the share focused on dynamic learning features, according to an October 2025 survey from EMARKETER and Rakuten.

Beyond the chart:

• The push for MMM upgrades reflects broader investment momentum. Nearly half (46.9%) of US marketers plan to invest in MMM over the next 12 months, according to a July 2025 survey from EMARKETER and TransUnion, making it a top measurement priority.
• MMM is also winning on trust. 27.6% of marketers say it's the most reliable measurement methodology, outranking multitouch attribution (19.4%) and unified measurement solutions (18.9%), according to the same TransUnion survey.

Use this chart: Drop this into your next martech planning session to show where industry priorities stand on MMM upgrades. Use it to justify investments in AI-powered reporting tools over more complex modeling features, and to benchmark your measurement roadmap against peers.

Related EMARKETER reports:

• Ad Measurement Trends H1 2025 (EMARKETER subscription required)
• Influencer Marketing Measurement 2025 (EMARKETER subscription required)

Methodology: Data is from the December 2025 EMARKETER and Rakuten report titled “MMM in Affiliate Marketing.” 110 US marketers were surveyed during October 2025. Among those surveyed, all were manager level and above and were from a mix of agencies and B2B and B2C brands.