AI Becomes Core to Marketing as NetApp Study Highlights Enterprise-Wide Adoption
Event summary
- NetApp participated in a study with Callan Consulting involving 18 B2B/B2C tech firms, finding AI is now embedded across core marketing functions.
- The 'State of AI in Technology Marketing 2026' report highlights the rise of 'Born in AI' companies and new disciplines like Answer Engine Optimization (AEO).
- Marketing leaders cite challenges in measuring AI's ROI, with benefits often seen anecdotally in speed and cost avoidance rather than traditional metrics.
- The study notes growing concerns about overreliance on AI, emphasizing the need for human oversight and governance.
The big picture
AI has shifted from experimental to foundational in marketing, with enterprises now treating it as a baseline capability. The study underscores how data quality and governance are critical as AI-driven decision systems reshape customer engagement strategies. This trend aligns with broader industry moves toward intelligent content and structured data accessibility.
What we're watching
- Integration Depth
- How quickly AI will be fully integrated into agentic systems and consolidated within marketing tech stacks.
- Measurement Evolution
- Whether new metrics emerge to capture AI's impact beyond traditional performance indicators.
- Human-AI Balance
- The pace at which companies establish governance frameworks to prevent overreliance on AI-generated content.
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