Zeta Global (NYSE: ZETA), a leader in AI-driven marketing solutions, has unveiled findings from a Forrester Consulting study that exposes a significant gap between marketers’ AI ambitions and their execution capabilities. The study, titled “It’s Time to Get Serious About AI’s Business Value,” surveyed 300 North American marketing technology leaders and highlighted how most enterprises are still early in their AI journey, lacking the data infrastructure, skills, and systems required to scale effectively.

While enthusiasm for AI remains high—marketers expect improvements in ROI (64%), customer retention (63%), and revenue growth (58%)—62% of respondents described their current AI deployment as only “limited” or “moderate.” The study stresses that AI’s long-term impact will depend on a robust data foundation that can drive personalized, predictive, and scalable customer experiences.

David A. Steinberg, Co-Founder and CEO of Zeta Global, noted, “Marketing should lead the AI revolution, but fragmented data and outdated systems are slowing teams down. What they need are practical tools to turn AI into measurable performance.”

Key findings from the study include:

  • Personalization drives results: Companies leveraging AI for personalized experiences are more likely to meet rising expectations and outperform competitors.
  • Skills and data gaps hinder growth: 72% of marketers cited a lack of internal expertise, while 63% pointed to poor data quality as major obstacles—yet both are prompting increased investment.
  • Clear strategies fuel adoption: Establishing focused AI use cases, investing in data governance, and enhancing team capabilities are essential for sustained impact.

The full study is available for download here.

About Zeta Global
Founded in 2007 by David A. Steinberg and John Sculley, Zeta Global is an AI Marketing Cloud company headquartered in New York City. Through its Zeta Marketing Platform (ZMP), the company helps enterprises personalize customer experiences across channels by combining AI, identity resolution, and omnichannel activation. Visit www.zetaglobal.com to learn more.

Forward-looking statements included in this release reflect Zeta Global’s current views and expectations, subject to various risks and uncertainties. The company assumes no obligation to update forward-looking statements unless required by law.

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News Source: Businesswire.com