About the research
In Funnel’s fourth annual research report, we surveyed 238 in-house marketers and agency professionals across industries and geographies to understand how they’re adapting to an AI-driven world.
The findings expose a clear divide: while many marketers are overwhelmed by data and automation, a smaller group is using these same tools to build clarity, confidence and measurable growth.
We also spoke with six industry experts from data-savvy agencies across the U.S. and Europe to uncover how the best teams are building AI-ready foundations and transforming marketing into a true performance driver.
Data is abundant, but insight is rare.
72% of marketers say they have mountains of data, but turning it into insights is challenging. The most successful teams don't just chase dashboards; they chase discovery.
AI isn't the advantage. Intelligence is.
54% of marketers say AI enhances creativity, yet 23% believe it also creates repetitive, generic campaigns. AI is hailed as a lifeline to rescue marketers from the complexity of modern marketing — will it?
Advanced analytics is the new competitive edge.
Teams using tools like marketing mix modeling, attribution and incrementality testing don't just measure better, they lead better. They're more confident, experimental and aligned with business.
“Marketing mix modeling is having a huge moment because it reflects reality, making the best decision you can with the data you have, then testing and refining with confidence.”
Dan Temby
Senior Vice President of Tech & Analytics, DAC
“Playing it safe is actually the riskiest strategy. The most effective brands build an innovation buffer, room to test, learn and push what's next.”
Tom Roach
VP Brand Strategy, Jellyfish
“Marketers feed AI platforms data and get confident answers back, but often, the truth is buried beneath. That's why measurement and validation matter more than ever.”
Henry Arkell
Co-founder & Director, Millena
