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Marketing leaders are allocating larger shares of budgets to digital media and customer acquisition, according to MarTech. The shift comes as generative AI raises consumer doubts about content quality.
Gartner’s 2026 CMO Spend Survey found that awareness and conversion activities represent 62.6% of media spending. Digital media accounts for more than two-thirds of total media investment. Customer acquisition spending is increasing.
A Gartner survey conducted in early 2026 found that CMOs are allocating an average of 15.3% of their marketing budgets to AI initiatives, even as only 30% report that their organizations have mature or fully developed AI readiness capabilities. This gap highlights that 70% of CMOs view becoming an AI leader as a critical goal for 2026, yet the same percentage admits their internal processes are not mature enough to implement and scale AI effectively, according to...