U.S. marketers anticipate increased investment in artificial intelligence despite significant internal readiness gaps, according to a new TransUnion study released Thursday that highlights critical measurement challenges, particularly for search engine optimization.
The report, based on a survey of 100 senior marketing and technology leaders, found that 89 percent expect AI marketing investment to grow, and 64 percent expressed confidence in achieving their AI objectives. However, only 42 percent rated their organization’s people readiness for AI as high, with just 36 percent citing similar readiness for data and processes, creating a “confidence-readiness paradox.”
Matt Spiegel, executive vice president of marketing solutions at TransUnion, emphasized that data quality represents the primary deficiency. Spiegel stated that AI cannot compensate for incomplete or disconnected data.
The study also identified significant blind spots in evaluating AI effectiveness, with 69 percent of respondents citing walled garden limitations and 70 percent pointing to cross-channel measurement issues.
AI search visibility emerged as a natural extension of the “walled garden problem,” making independent measurement important for marketers.
The report advised SEO professionals to frame AI search visibility as part of a broader company-wide measurement failure to secure necessary funding.
Before investing in new AI visibility tools, SEOs should prioritize data quality and identity resolution, according to TransUnion.
Building incrementality testing into AI search measurement was also recommended to demonstrate actual impact beyond simple citation counts.
Source: Search Engine Journal
