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TransUnion AI Research Finds Only 36% of Marketers Rate Readiness High

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Sig1.45Sen+0.50Env0.00Soc0.00Gov+0.90

TransUnion research suggests most organizations still lack people, process, and data foundations needed to scale AI-enabled marketing effectively, even as AI investment and optimism rise. While 89% of marketers expect increased AI investment, only 64% feel confident they will meet AI goals. The report highlights trusted data, identity, and measurement as key to closing the gap between AI ambitions and outcomes.

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