Connecting The Data: Why Real-Time Marketing Insights Are The New Competitive AI Edge
A recent survey of marketers found that they believe the greatest impact teams would see from AI expertise over the next year is turning data into real-time insights.
However, 44% now say that as opposed to the 50% who said it in GrowthLoop’s survey last year, while improving marketing ROI (43% in 2026 vs 38% in 2025) and enhancing A/B testing (36% vs 27%) both saw increases in their perceived benefits.
(Source: GrowthLoop)
“Teams are increasingly seeing AI as a strategic layer that connects data to decisions in real time, rather than just a tool for scaling output,” says GrowthLoop’s 2026 AI and Marketing Performance Index report. “The teams that win will be those that unify their customer data, apply AI with intention, and exercise continuous testing, learning, and improvement as their audiences evolve.”
A quarter of those surveyed said improving ROI of their marketing budget was the biggest opportunity AI presents for improving outcomes, followed by driving revenue, generating more conversions, driving product sales, and increasing campaign execution speed.
“Marketers are no longer looking to AI just to generate more output,” the report says. “They’re looking to optimize what already exists, maximize return, and move faster.”
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