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Learn More →Marketing Data Trends 2026
How AI, First-Party Data, and Outcome-Based Measurement Are Reshaping the Ways Marketers Turn Data Into Decisions
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Table of Contents
Executive Summary
The focus of marketing data is shifting from volume to decision readiness
First-party data is taking on a bigger role as traditional identifiers weaken
The data stack is shifting from collection to connection
AI is reshaping how marketing data is observed, used, and governed
Recommendations for marketers
EMARKETER Interviews
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About This Report
AI is raising the stakes for marketing data quality and connectivity and changing how it’s being used. Here’s how first-party data, outcome-based measurement, interoperability, and AI are reshaping marketing decisions.
Table of Contents
Executive Summary
The focus of marketing data is shifting from volume to decision readiness
First-party data is taking on a bigger role as traditional identifiers weaken
The data stack is shifting from collection to connection
AI is reshaping how marketing data is observed, used, and governed
Recommendations for marketers
EMARKETER Interviews
Sources
Media Gallery
Marketing data is entering a new era as AI, first-party data, evolving measurement, and signal loss reshape how marketers make decisions.
Key Question: How should marketers rethink the ways in which they collect, connect, control, and measure data as AI reshapes which signals create value?
Key Stat: Some 42% of CMOs worldwide ranked data as a top AI investment priority this year, up from 30% in 2025, per June data from Boston Consulting Group (BCG).
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authors
Jacob Bourne
Contributors
- Rahul Chadha
- Director, Report Editing
- Madan Kumar
- Copy Editor
- Tracy Tang
- Senior Researcher
- Johann Valderrama
- Data Visualization Editor
- Emman Velasco
- Data Visualization Editor
- Max Willens
- Senior Analyst
- Yoram Wurmser
- Principal Analyst
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