Kaltura Report Reveals AI Integration Gaps in Marketing Stacks
Event summary
- 99% of marketers have not fully integrated AI tools into their broader marketing stacks, per Kaltura's 2026 report.
- 68% of marketers say personalization significantly impacts growth, but only 1% achieve individualized experiences at scale.
- 56% of marketers rank video as a top three preferred format, with 69% producing more video than last year.
- Kaltura acquired eSelf.ai in 2025 to enhance real-time AI avatar capabilities for personalization.
The big picture
Kaltura's report highlights a critical disconnect in the marketing industry: while AI adoption is near-universal, integration into broader operations remains elusive. This gap limits personalization and customer journey orchestration, despite proven performance benefits. The acquisition of eSelf.ai underscores the strategic push toward real-time AI solutions, reflecting broader industry trends toward hyper-personalized video experiences.
What we're watching
- Integration Challenges
- How marketers will bridge the gap between siloed AI tools and unified marketing stacks.
- Personalization Scaling
- Whether advancements in real-time AI avatars can enable true one-to-one personalization at scale.
- Video Utilization
- The pace at which video production barriers will be overcome to support broader marketing strategies.
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