The data: Marketers struggle to get value out of AI for data analysis if the tools don’t have context about their business and governance structure, per a survey from Adverity. Respondents to the survey are senior marketing professionals spanning the US and Western Europe.

Senior marketing professionals’ biggest issues with using AI tools for data analysis are:

• Business context (39%), or when “AI tools lack the campaign objectives, KPIs, and decision context needed to interpret performance correctly.”
• Governance context (24%), or when “AI tools don’t understand or respect [data] governance and quality rules.”
• Historical context (17%), or when “AI tools don’t retain knowledge of past campaigns, reporting frameworks, or historical performance.”