AI Integration and Emerging Trends
Artificial Intelligence has become foundational to modern marketing, evolving from experimentation to widespread adoption, as revealed in the 2026 State of AI in Technology Marketing report.
The study, conducted by Callan Consulting, involved 19 technology companies, including NetApp, examining how AI is reshaping modern marketing organisations. The shift from early experimentation to enterprise-wide adoption marks a significant change.
According to the report, AI is rapidly being integrated across core marketing teams and workflows. This includes areas such as content development, research, campaign optimization, and analytics. Data quality, accessibility, and governance are becoming critical priorities as adoption deepens.
Gabie Boko, Chief Marketing Officer at NetApp, stated, “AI doesn’t change what great marketing is supposed to do. It just removes the excuses for not doing it. When your data is clean, accessible, and trusted, your team stops managing chaos and starts making decisions. That’s when you get to the work that actually moves the business.”
AI Integration and Emerging Trends
While AI is now a baseline expectation in marketing, challenges remain in measuring its direct return on investment. Marketing leaders report benefits in speed, output, and cost avoidance rather than traditional metrics.
The emergence of ‘Born in AI’ companies, which have built marketing organisations around generative AI from the start, highlights a significant trend. Meanwhile, new disciplines like Answer Engine Optimization (AEO) are gaining importance as customer buying patterns shift.
Ed Callan, CEO of Callan Consulting, noted, “What’s changed most dramatically since our last study is that AI is no longer treated as a bolt-on or side project. Marketing leaders now view AI as a baseline expectation, similar to analytics or marketing automation. At the same time, we’re starting to see signs of overreliance on the tools, with leaders recognizing that human judgment, creativity, and discipline are more important than ever.”
Looking ahead, marketing leaders expect deeper AI integration over the next 12 months. This includes increased use of agentic AI, consolidation of marketing technology stacks, and the evolution of brand engagement with both human buyers and AI-driven decision-making processes. The report highlights a 50% increase in AI-driven marketing initiatives compared to 2024.
In November 2024, Callan Consulting’s previous study indicated a nascent stage for AI in marketing. However, by 2026, AI has significantly advanced, removing barriers and enhancing marketing strategies.
The full report is available from Callan Consulting’s website.
