B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
82%
82% -- share of marketing teams failing at ai adoption for marketing teams (2025)
82% of marketing teams are 'failing' at AI adoption.
- Defines 'failing' loosely / from survey reporting
- Secondary reporting on a Forrester report commissioned by Optimove
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
82%
Unit
Percentage
Data Vintage
2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Forrester (commissioned by Optimove)
Primary
Tier B
https://ny-ave.com/blog/december-2025-whats-happening-in-digital-marketing/ ↗
Source Article
December 2025: What’s Happening in Digital Marketing
- Google Chrome will require HTTPS for all websites beginning in 2026.
- A new Google Analytics feature makes your brand marketing easier.
- Fresh research paints a dire picture: Most marketers are failing with AI.
- Can Google finally decipher the buyer journey? Either way, it’s trying.
Google to E…
Original Research
Forrester (commissioned by Optimove)
· Original study ↗
Methodology
Forrester report commissioned by Optimove on AI adoption in digital marketing
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
marketing teams: 82% share of marketing teams failing at ai adoption. Source: Forrester (commissioned by Optimove) (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/marketers-failing-ai-adoption-2025
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<blockquote cite="https://lighthousedata.io/data/marketers-failing-ai-adoption-2025" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>82%</strong> -- share of marketing teams failing at ai adoption for marketing teams<br><small>Source: Forrester (commissioned by Optimove) (2025) · <a href="https://lighthousedata.io/data/marketers-failing-ai-adoption-2025" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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