AI Budgets Are Growing, but Martech Leaders Still Struggle to Prove ROI
Dedicated AI budget lines are becoming a more visible part of marketing technology planning, but spending alone does not establish value. The Martech Weekly's Enterprise Martech Outlook 2026, a benchmark report covering enterprise marketing technology environments, found that 40.2% of martech leaders cannot show a clear, measurable financial contribution from their martech or AI investments. The…
Dedicated funds for artificial intelligence (AI) are becoming increasingly common in marketing technology (martech) plans, yet simply allocating money for AI does not guarantee a clear return on investment (ROI). According to the Enterprise Martech Outlook 2026 (EMO 2026), 40.2% of martech leaders cannot prove a measurable financial benefit from their AI or martech investments.
The key takeaway is not to avoid AI investments, but to clearly define the expected business value and measurement criteria from the outset. The study examined 417 validated enterprise martech stacks and surveyed 127 martech leaders in the US, Australia, and the UK. The findings highlight a disconnect between AI spending and measurable outcomes, and recommend a more structured approach to AI budgeting.
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