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The 2026 marketing data report: Why AI won’t save marketing

This is a deep dive into the Supermetrics 2026 Marketing Data Report, where we explore how an AI-ready data foundation becomes the missing link between your fragmented data and real-time data activation.

Is your data foundation ready for AI adoption?

In this session, we dive into the 2026 Marketing Data Report to uncover why AI adoption feels forced and why data often creates a false sense of control. Our research of 435 marketers reveals a staggering gap: while 80% feel intense pressure to adopt AI, only 6% have successfully embedded it into their daily workflows.

The culprit? A data foundation held together with "duct tape". We’ll show you how to move past systems built for a simpler time, reclaim ownership of your data strategy, and start implementing high-impact activation use cases like personalization at scale.

Here is what you'll learn

The AI-readiness blueprint: learn how to fix the "duct tape" data foundation that currently prevents 94% of marketers from fully embedding AI into their daily workflows.
Data ownership: learn how to bridge the 1–3 day wait for data support by reclaiming marketing’s role in data strategy.
From reporting to data activation: move beyond reporting with high-impact use cases like personalization at scale and automated customer exclusion.

Hosted by

Outi Karppanen

Lead Marketing Industry Strategist, Supermetrics

Outi is the Lead Marketing Industry Strategist at Supermetrics, where she leverages data to empower marketing teams to make smarter decisions. She has over 10 years of experience from media agencies with a deep understanding of the global marketing landscape. Outi's worked with a variety of clients ranging from FMCG, retail to ecommerce, helping them maximize the power of their brands in driving successful business outcomes.

Marianna Imprialou

Head of Data Science

Marianna is the Head of Data Science at Supermetrics. She's leading the development of Supermetrics' AI capabilities that turn complex marketing data into reliable, actionable insights. With over 15 years of experience in data science across academia and consulting, Marianna began her career as an Assistant Professor at Loughborough University, where she taught machine learning and statistics, published peer-reviewed research, and earned recognition for her academic work. Before joining Supermetrics, she worked as Director of Data & AI at EY, where she led data science teams and developed MarTech analytics solutions for global telecom and utility providers.