State of Marketing Report: Tenth Edition.
Salesforce surveyed about 4,450 marketers worldwide. AI use is now mainstream, agentic AI is still early, and data unification and responsiveness are the weak points that separate high performers from the rest.
By Salesforce · Jan 27, 2026
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Salesforce surveyed about 4,450 marketers worldwide. AI use is now mainstream, agentic AI is still early, and data unification and responsiveness are the weak points that separate high performers from the rest.
Key findings
- 75% of marketers use AI, but only 13% have moved to agentic AI.
- High-performing teams are twice as likely as underperformers to use AI agents.
- Only 26% are fully satisfied with how their customer data is unified.
- 88% are adjusting strategy for AI-driven search, and 78% need more personalised content than they can produce.
- 83% of marketers say customers want two-way conversations with brands, but 69% struggle to reply quickly.
Why it matters
It points to data unification and fast two-way engagement, not more tools, as the gap between leading marketing teams and laggards.
About this report
Published by Salesforce, 2026-01-27. Free, with sign-up. Get the full report from Salesforce