Gartner Survey: CMOs Allocate 15.3% of Budgets to AI Amid Readiness Shortfalls
A Gartner survey reveals CMOs are investing an average of 15.3% of marketing budgets in AI, but only 30% have mature readiness capabilities, highlighting a gap in organizational preparedness.
CMOs Ramp Up AI Spending Despite Readiness Gaps
A Gartner survey conducted in early 2026 shows that chief marketing officers (CMOs) are allocating an average of 15.3% of their marketing budgets to AI initiatives, even as only 30% report having mature or fully developed AI readiness capabilities, according to MarTech. This discrepancy indicates that marketers are prioritizing AI tools ahead of the necessary infrastructure for effective implementation.
AI Investment and Organizational Ambitions
Gartner's 2026 CMO Spend Survey reveals that 70% of CMOs consider becoming an AI leader a critical goal for 2026, yet the same percentage acknowledges that their internal processes are not mature enough to implement and scale AI effectively. Ewan McIntyre, VP analyst in the Gartner Marketing practice, noted that "CMOs recognize AI’s potential as a force multiplier for growth, efficiency, and transformation, but most marketing organizations are not yet built to capture that value." Organizations with mature AI readiness, however, are allocating 21.3% of their marketing budgets to AI, compared to the overall average of 15.3%.
The Gap in Marketing Budgets and Resources
While overall marketing spend has increased slightly from 7.7% of company revenue in 2025 to 7.8% in 2026, 56% of CMOs report not having enough budget to execute their strategies, and 54% lack sufficient resources. Those with mature AI readiness boast larger marketing budgets at 8.9% of company revenue, allowing for better integration of AI into business processes, as per the survey findings outlined in MarTech. This suggests that AI success hinges on pairing investments with operational discipline.
Survey Insights and Methodology
The survey, which included 401 CMOs and senior marketing leaders from companies with more than $1 billion in annual revenue across North America and Europe, highlights that AI readiness is shifting from a technology focus to one of organizational coordination. Many companies lack the governance structures, data foundations, workflows, and talent models needed to operationalize AI at scale. According to MarTech, this trend underscores how competitive advantages now stem from effectively connecting AI tools to existing operations rather than just acquiring them.
