78% of CMOs Identify Data Integration and Quality as a Major Barrier to AI Adoption
Adobe reports that only 31% have a unified customer database.
Image: Adobe CMO Digital Trends 2026 · original publication Image source ↗
What happened
Adobe reports that 78% of CMOs identify data integration and quality as a major barrier. Only 31% report a unified customer database, while 52% are preparing content for AI discovery tools.
What changes
AI readiness in marketing depends on connected systems, consistent identities, permissions and governance.
Why it matters
Without consistent data, personalization, attribution and automation can operate on conflicting versions of the same customer.
Implications for businesses
A U.S. business can start with consistent CRM fields, such as email, phone, company, source and stage, plus a clearly assigned record owner.
Un Rino’s take
The goal is not simply to accumulate records. It is to make them trustworthy enough to support a better customer experience.
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