{"id":949786,"date":"2026-04-08T08:04:19","date_gmt":"2026-04-08T12:04:19","guid":{"rendered":"https:\/\/www.marketnewsdesk.com\/index.php\/new-research-finds-ai-is-now-foundational-to-modern-marketing\/"},"modified":"2026-04-08T08:04:19","modified_gmt":"2026-04-08T12:04:19","slug":"new-research-finds-ai-is-now-foundational-to-modern-marketing","status":"publish","type":"post","link":"https:\/\/www.marketnewsdesk.com\/index.php\/new-research-finds-ai-is-now-foundational-to-modern-marketing\/","title":{"rendered":"New Research Finds AI Is Now Foundational to Modern Marketing"},"content":{"rendered":"<p>        <!--.bwalignc { text-align: center; list-style-position: inside }\n.bwuline { text-decoration: underline }body {font:normal small Arial,Helvetica,sans-serif;color:#000;background-color:#fff;padding:24px;margin:0;} a img {border:0;} h3 {font-size:medium;color:#000;margin:0 0 1em 0; text-align:center;}-->  <\/p>\n<p class=\"bwalignc\"><b>New Research Finds AI Is Now Foundational to Modern Marketing<\/b><\/p>\n<p class=\"bwalignc\"><i>AI\u2019s Impact on Marketing Doubles as Teams Move from Experimentation to Embedded Use<\/i><\/p>\n<p>SAN JOSE, Calif. &amp; SAN FRANCISCO&#8211;(<a href=\"http:\/\/www.businesswire.com\">BUSINESS WIRE<\/a>)&#8211;<br \/>\nNetApp\u00ae (NASDAQ: NTAP), the Intelligent Data Infrastructure company, today announced its participation in a new marketing research study conducted by Callan Consulting, a Silicon Valley executive marketing consulting firm, joining 18 B2B and B2C technology companies to examine how AI is reshaping modern marketing organizations, marking a clear shift from early experimentation to embedded, enterprise\u2011wide adoption.<\/p>\n<p>\nAccording to the <i>State of AI in Technology Marketing 2026<\/i> report, based on in\u2011depth interviews with CMOs and senior marketing leaders at the participating companies, the study finds that AI is becoming rapidly integrated across core marketing teams and workflows\u2014from content development and research to campaign optimization and analytics. As adoption deepens, data quality, accessibility, and governance are emerging as critical priorities.<\/p>\n<p>\n&#8220;AI doesn&#8217;t change what great marketing is supposed to do. It just removes the excuses for not doing it,&#8221; said Gabie Boko, Chief Marketing Officer at NetApp. &#8220;When your data is clean, accessible, and trusted, your team stops managing chaos and starts making decisions. That&#8217;s when you get to the work that actually moves the business.&#8221;<\/p>\n<p>\nThe report highlights several notable changes since Callan Consulting\u2019s prior study dated November 2024, including the emergence of \u201cBorn in AI\u201d companies that built marketing organizations around generative AI from day one, the rapid expansion of AI use cases across the marketing lifecycle, and the growing importance of new disciplines such as Answer Engine Optimization (AEO) as customers\u2019 buying patterns shift toward AI\u2011driven interfaces.<\/p>\n<p>\nWhile enthusiasm for AI adoption is high, marketing leaders also point to ongoing challenges. Many respondents cite difficulty measuring AI\u2019s direct return on investment, with benefits more often seen anecdotally in speed, output, and cost avoidance rather than traditional performance metrics. The findings also reinforce the danger of overreliance on AI and the importance of maintaining human oversight, governance, and input as AI\u2011generated content becomes more prevalent.<\/p>\n<p>\n\u201cWhat\u2019s changed most dramatically since our last study is that AI is no longer treated as a bolt\u2011on or side project,\u201d said Ed Callan, Chief Executive Officer at Callan Consulting. \u201cMarketing leaders now view AI as a baseline expectation, similar to analytics or marketing automation. At the same time, we\u2019re starting to see signs of overreliance on the tools, with leaders recognizing that human judgment, creativity, and discipline are more important than ever.\u201d<\/p>\n<p>\nLooking ahead, marketing leaders expect deeper AI integration over the next 12 months, including increased use of agentic AI, consolidation of marketing technology stacks, and continued evolution in how brands engage both human buyers and AI\u2011driven decision systems.<\/p>\n<p>\n\u201cIn an era of AI-driven content, marketers struggle to drive visibility and differentiation. Now with answer engines fast becoming the new way of search, it\u2019s an opportunity to put content back in the strategic seat\u2014intelligent content that is structured, accurate, trustworthy, and accessible to everyone,\u201d said Jen Jones, CMO of Siteimprove and one of the contributors to the report. \u201cMarketers will still need to be successful in traditional SEO, and AEO is the expanded discipline that moves beyond rankings and into answer engines.\u201d<\/p>\n<p>\nThe 2026 State of AI in Technology Marketing report is available now from Callan Consulting, at <a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=http%3A%2F%2Fwww.callanconsulting.com%2Fstate-of-ai-report&amp;esheet=54484456&amp;newsitemid=20260408093294&amp;lan=en-US&amp;anchor=www.callanconsulting.com%2Fstate-of-ai-report&amp;index=1&amp;md5=2311e2be8b652a82f68928d3a3ae19fb\">www.callanconsulting.com\/state-of-ai-report<\/a> and accompanying infographic at <a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=http%3A%2F%2Fwww.callanconsulting.com%2Fstate-of-ai-infographic&amp;esheet=54484456&amp;newsitemid=20260408093294&amp;lan=en-US&amp;anchor=www.callanconsulting.com%2Fstate-of-ai-infographic&amp;index=2&amp;md5=2b578bf837b046e42e61745aee6250dc\">www.callanconsulting.com\/state-of-ai-infographic<\/a>.<\/p>\n<p><b>About Callan Consulting<\/b><\/p>\n<p>\nCallan Consulting has been helping leading technology companies bring products to market since 2000. The firm brings decades of marketing experience and has completed thousands of strategic marketing engagements for clients ranging from established global brands including Docusign, SAP, IDC, Google, and Amazon to Born in AI startups. Callan offers a broad range of product marketing services, including research, strategy, content, and sales enablement.<\/p>\n<p>\nCallan\u2019s research services span both qualitative and quantitative methodologies and are used by clients to support thought leadership, inform product roadmaps, understand customer journeys and buyer behaviors, and develop personas and ideal customer profiles. With Callan Consulting\u2019s AI Enablement Service, the firm works with its clients to ensure they are making the best use of AI in their marketing organizations. AI Enablement service offerings include quick-start assessment and plans; AI tool market scan and selection; pilot implementation and support; skills training; and change management centered around adoption, measurement, and optimization.<\/p>\n<p>\nLearn more at <a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=http%3A%2F%2Fwww.callanconsulting.com&amp;esheet=54484456&amp;newsitemid=20260408093294&amp;lan=en-US&amp;anchor=www.callanconsulting.com&amp;index=3&amp;md5=c8711e88ac59fabd2acd9d94c79a0365\">www.callanconsulting.com<\/a> or follow us on <a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2F15361303%2Fadmin%2Fdashboard%2F&amp;esheet=54484456&amp;newsitemid=20260408093294&amp;lan=en-US&amp;anchor=LinkedIn&amp;index=4&amp;md5=5f48375d2e7632fe377cbd44f6d0df72\">LinkedIn<\/a>.<\/p>\n<p><b>About NetApp<\/b><\/p>\n<p>\nFor more than three decades, NetApp has helped the world\u2019s leading organizations navigate change \u2013 from the rise of enterprise storage to the intelligent era defined by data and AI. Today, NetApp is the Intelligent Data Infrastructure company, helping customers turn data into a catalyst for innovation, resilience, and growth.<\/p>\n<p>\nAt the heart of that infrastructure is the NetApp data platform \u2013 the unified, enterprise-grade, intelligent foundation that connects, protects, and activates data across every cloud, workload, and environment. Built on the proven power of NetApp ONTAP, our leading data management software and OS, and enhanced by automation through the AI Data Engine and AFX, it delivers observability, resilience, and intelligence at scale.<\/p>\n<p>\nDisaggregated by design, the NetApp data platform separates storage, services, and control so enterprises can modernize faster, scale efficiently, and innovate without lock-in. As the only enterprise storage platform natively embedded in the world\u2019s largest clouds, it gives organizations the freedom to run any workload anywhere with consistent performance, governance, and protection.<\/p>\n<p>\nWith NetApp, data is always ready \u2013 ready to defend against threats, ready to power AI, and ready to drive the next breakthrough. That\u2019s why the world\u2019s most forward-thinking enterprises trust NetApp to turn intelligence into advantage.<\/p>\n<p>\nLearn more at <a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Fnam04.safelinks.protection.outlook.com%2F%3Furl%3Dhttp%253A%252F%252Fwww.netapp.com%252F%26data%3D05%257C02%257CAndrew.Erickson%2540netapp.com%257C88ab8494313c4a0cc1a608de0854809c%257C4b0911a0929b4715944bc03745165b3a%257C0%257C0%257C638957356201194306%257CUnknown%257CTWFpbGZsb3d8eyJFbXB0eU1hcGkiOnRydWUsIlYiOiIwLjAuMDAwMCIsIlAiOiJXaW4zMiIsIkFOIjoiTWFpbCIsIldUIjoyfQ%253D%253D%257C0%257C%257C%257C%26sdata%3Dk2Esod4xMUmtZCuC5HuqAtCu29OLxnxDVhLNX%252BB8BDI%253D%26reserved%3D0&amp;esheet=54484456&amp;newsitemid=20260408093294&amp;lan=en-US&amp;anchor=www.netapp.com&amp;index=5&amp;md5=9982bfe0fdeb975ac44a91b2fa275783\">www.netapp.com<\/a> or follow us on <a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Fx.com%2FNetApp&amp;esheet=54484456&amp;newsitemid=20260408093294&amp;lan=en-US&amp;anchor=X&amp;index=6&amp;md5=4c8fe04fe2ced705cdbc8687ae78c604\">X<\/a>, <a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2Fnetapp&amp;esheet=54484456&amp;newsitemid=20260408093294&amp;lan=en-US&amp;anchor=LinkedIn&amp;index=7&amp;md5=c39a91437b008e845f207582be0ea326\">LinkedIn<\/a>, <a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.facebook.com%2FNetApp%2F&amp;esheet=54484456&amp;newsitemid=20260408093294&amp;lan=en-US&amp;anchor=Facebook&amp;index=8&amp;md5=b91daf38a6a280d5aa8a9c66af2b1948\">Facebook<\/a>, and <a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.instagram.com%2Fnetapp&amp;esheet=54484456&amp;newsitemid=20260408093294&amp;lan=en-US&amp;anchor=Instagram&amp;index=9&amp;md5=97c2682b02fdd0364102b6d60af88549\">Instagram<\/a>.<\/p>\n<p>\nNETAPP, the NETAPP logo, and the marks listed at <a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Fnam04.safelinks.protection.outlook.com%2F%3Furl%3Dhttp%253A%252F%252Fwww.netapp.com%252FTM%26data%3D05%257C02%257CAndrew.Erickson%2540netapp.com%257C88ab8494313c4a0cc1a608de0854809c%257C4b0911a0929b4715944bc03745165b3a%257C0%257C0%257C638957356201217461%257CUnknown%257CTWFpbGZsb3d8eyJFbXB0eU1hcGkiOnRydWUsIlYiOiIwLjAuMDAwMCIsIlAiOiJXaW4zMiIsIkFOIjoiTWFpbCIsIldUIjoyfQ%253D%253D%257C0%257C%257C%257C%26sdata%3DOJ%252F5UFgZ%252BFQvXPhQxiXKYwDPBs36NawvxqbtdcGqrd0%253D%26reserved%3D0&amp;esheet=54484456&amp;newsitemid=20260408093294&amp;lan=en-US&amp;anchor=www.netapp.com%2FTM&amp;index=10&amp;md5=62ca9e37bec9110d37696c82f2027bab\">www.netapp.com\/TM<\/a> are trademarks of NetApp, Inc. Other company and product names may be trademarks of their respective owners.<\/p>\n<p><img decoding=\"async\" alt=\"\" src=\"https:\/\/cts.businesswire.com\/ct\/CT?id=bwnews&amp;sty=20260408093294r1&amp;sid=flmnd&amp;distro=nx&amp;lang=en\" style=\"width:0;height:0\" \/><span class=\"bwct31415\" \/><\/p>\n<p id=\"mmgallerylink\"><span id=\"mmgallerylink-phrase\">View source version on businesswire.com: <\/span><span id=\"mmgallerylink-link\"><a href=\"https:\/\/www.businesswire.com\/news\/home\/20260408093294\/en\/\" rel=\"nofollow\">https:\/\/www.businesswire.com\/news\/home\/20260408093294\/en\/<\/a><\/span><\/p>\n<p><b>Media Contact:<br \/>\n<\/b><br \/>Kenya Hayes<br \/>\n<br \/>NetApp<br \/>\n<br \/><span class=\"bwuline\"><a rel=\"nofollow\" href=\"mailto:kenya.hayes@netapp.com\">kenya.hayes@netapp.com<\/a><\/span><\/p>\n<p><b>Investor Contact:<br \/>\n<\/b><br \/>Kris Newton<br \/>\n<br \/>NetApp<br \/>\n<br \/><span class=\"bwuline\"><a rel=\"nofollow\" href=\"mailto:kris.newton@netapp.com\">kris.newton@netapp.com<\/a><\/span><\/p>\n<p><b>KEYWORDS:<\/b> California United States North America<\/p>\n<p><b>INDUSTRY KEYWORDS:<\/b> Marketing Data Management Communications Technology Software Artificial Intelligence<\/p>\n<p><b>MEDIA:<\/b><\/p>\n<table cellpadding=\"3\" cellspacing=\"3\">\n<tr>\n<td><font face=\"Arial\" size=\"2\"><b>Logo<\/b><\/font><\/td>\n<\/tr>\n<tr>\n<td><img decoding=\"async\" src=\"https:\/\/mms.businesswire.com\/media\/20260408093294\/en\/1077123\/3\/170054336_284221259833749_1952292366266641911_n.jpg\" alt=\"Logo\" \/><\/td>\n<\/tr>\n<tr>\n<td><font face=\"Arial\" size=\"2\"><\/font><\/td>\n<\/tr>\n<\/table>\n","protected":false},"excerpt":{"rendered":"<p>New Research Finds AI Is Now Foundational to Modern Marketing AI\u2019s Impact on Marketing Doubles as Teams Move from Experimentation to Embedded Use SAN JOSE, Calif. &amp; SAN FRANCISCO&#8211;(BUSINESS WIRE)&#8211; NetApp\u00ae (NASDAQ: NTAP), the Intelligent Data Infrastructure company, today announced its participation in a new marketing research study conducted by Callan Consulting, a Silicon Valley executive marketing consulting firm, joining 18 B2B and B2C technology companies to examine how AI is reshaping modern marketing organizations, marking a clear shift from early experimentation to embedded, enterprise\u2011wide adoption. According to the State of AI in Technology Marketing 2026 report, based on in\u2011depth interviews with CMOs and senior marketing leaders at the participating companies, the study finds that AI is becoming rapidly integrated &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/www.marketnewsdesk.com\/index.php\/new-research-finds-ai-is-now-foundational-to-modern-marketing\/\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;New Research Finds AI Is Now Foundational to Modern Marketing&#8221;<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[],"tags":[],"class_list":["post-949786","post","type-post","status-publish","format-standard","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>New Research Finds AI Is Now Foundational to Modern Marketing - Market Newsdesk<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.marketnewsdesk.com\/index.php\/new-research-finds-ai-is-now-foundational-to-modern-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"New Research Finds AI Is Now Foundational to Modern Marketing - Market Newsdesk\" \/>\n<meta property=\"og:description\" content=\"New Research Finds AI Is Now Foundational to Modern Marketing AI\u2019s Impact on Marketing Doubles as Teams Move from Experimentation to Embedded Use SAN JOSE, Calif. &amp; SAN FRANCISCO&#8211;(BUSINESS WIRE)&#8211; NetApp\u00ae (NASDAQ: NTAP), the Intelligent Data Infrastructure company, today announced its participation in a new marketing research study conducted by Callan Consulting, a Silicon Valley executive marketing consulting firm, joining 18 B2B and B2C technology companies to examine how AI is reshaping modern marketing organizations, marking a clear shift from early experimentation to embedded, enterprise\u2011wide adoption. According to the State of AI in Technology Marketing 2026 report, based on in\u2011depth interviews with CMOs and senior marketing leaders at the participating companies, the study finds that AI is becoming rapidly integrated &hellip; Continue reading &quot;New Research Finds AI Is Now Foundational to Modern Marketing&quot;\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.marketnewsdesk.com\/index.php\/new-research-finds-ai-is-now-foundational-to-modern-marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"Market Newsdesk\" \/>\n<meta property=\"article:published_time\" content=\"2026-04-08T12:04:19+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/cts.businesswire.com\/ct\/CT?id=bwnews&amp;sty=20260408093294r1&amp;sid=flmnd&amp;distro=nx&amp;lang=en\" \/>\n<meta name=\"author\" content=\"Newsdesk\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Newsdesk\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/new-research-finds-ai-is-now-foundational-to-modern-marketing\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/new-research-finds-ai-is-now-foundational-to-modern-marketing\\\/\"},\"author\":{\"name\":\"Newsdesk\",\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/#\\\/schema\\\/person\\\/482f27a394d4fda80ecb5499e519d979\"},\"headline\":\"New Research Finds AI Is Now Foundational to Modern Marketing\",\"datePublished\":\"2026-04-08T12:04:19+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/new-research-finds-ai-is-now-foundational-to-modern-marketing\\\/\"},\"wordCount\":1048,\"image\":{\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/new-research-finds-ai-is-now-foundational-to-modern-marketing\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/cts.businesswire.com\\\/ct\\\/CT?id=bwnews&amp;sty=20260408093294r1&amp;sid=flmnd&amp;distro=nx&amp;lang=en\",\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/new-research-finds-ai-is-now-foundational-to-modern-marketing\\\/\",\"url\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/new-research-finds-ai-is-now-foundational-to-modern-marketing\\\/\",\"name\":\"New Research Finds AI Is Now Foundational to Modern Marketing - 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