Gain Theory Launches MMM Report: As AI Transforms Marketing Measurement, 97% of Global Marketers Admit They’re Not Ready to Fully Harness It
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Gain Theory’s new global study finds AI is already accelerating marketing measurement but technology alone isn’t translating into growth. 58% of senior marketers report a gap between measurement insights and decisions actioned, while 73% say their CFO doesn’t fully trust and use marketing measurement outputs.
September 24, 2026.
Just 3% of senior marketers surveyed say their organization’s infrastructure, compliance and team skills are fully optimized to deploy AI in marketing measurement right now, according to When MMM Moves at the Pace of AI: Speed Is Easy. Growth Is Everything., a new study from marketing effectiveness and foresight consultancy, Gain Theory.
The survey canvassed 103 senior marketing leaders, including CMOs and executives across marketing, effectiveness, analytics, data science and insights, at blue-chip brands including The Coca-Cola Company, Expedia Group, Novartis, P&G, Walmart. Study respondents are responsible for over $100 billion in collective marketing spend.
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AI Accelerates MMM – But Insights Aren’t Turning Into Action
The findings reveal a paradox. AI is already accelerating Marketing Mix Modeling (MMM): nearly two-thirds (62%) identify “AI-driven speed” as the MMM advancement that has most improved decision-making over the past 12 to 24 months. Yet more than half (58%) report a gap between the insights uncovered through measurement and the decisions their organizations actually make.
The challenge extends into the boardroom. Nearly three-quarters (73%) say their CFO doesn’t fully trust and use marketing measurement outputs. The trust gap is smaller in North America, where 66% report the problem, compared with 82% across the rest of the world.
The Data Underneath AI Is Struggling to Keep Pace
The study finds that faster technology alone cannot solve these challenges. More than half (55%) say their analysts spend at least 30% of their time reworking incomplete or incorrect data, roughly a day and a half every week, while more than four in ten (43%) have low or limited confidence in their ability to track the exact ROI of media investments across all channels.
"AI is transforming MMM, but technology alone won’t turn insight into growth. The real advantage comes from combining AI with human judgment, experience and accountability to build trust in measurement and move organizations from insight to action. As AI takes on more of the execution, those human capabilities become more valuable, not less."
Karen Kaufman
Global Chief Growth Officer, Gain Theory
Human Judgment Becomes More Valuable
But the gap isn’t just technical. More than two-thirds (68%) of marketers say acting on measurement insights is not formally mandated within their organization, while 54% identify algorithmic oversight as the most critical skills gap in their team. Looking ahead, 46% say AI orchestration is the skill likely to provide the greatest value over the next two years.
"AI is making marketing measurement faster, cheaper, and more accessible, but better models don't automatically lead to better decisions. To turn insights into commercial outcomes, you need to focus on human dynamics."
Thomas Barta
Founder, Marketing Leadership Masterclass
The research points to an emerging leadership profile Gain Theory calls the “Multidisciplinary Orchestrator,” an experienced marketer who can govern AI outputs, translate complex insights for senior stakeholders and ensure MMM recommendations are turned into commercial action. As AI increasingly absorbs executional tasks, the report argues that the premium shifts from producing analysis faster to applying human judgment, building trust and mobilizing organizations around the results.
Brands Are Rethinking How MMM Is Delivered
The research also finds that brands are increasingly combining technology with external expertise to deliver MMM. 52% currently use a hybrid MMM approach, compared with 29% using SaaS/in-house models and 18% using a consultancy-led approach. The report stresses that there is no single setup that leads across every dimension and that brands should select an approach based on their commercial context and strategic ambition.
Download your copy of When MMM Moves at the Pace of AI: Speed Is Easy. Growth Is Everything.
About the Research
Gain Theory commissioned independent research via NewtonX, a B2B research intelligence company and surveyed 103 global senior marketing leaders in Q3 2026. Respondents included CMOs and Heads/Directors of Marketing, Marketing Effectiveness, Analytics, Data Science and Insight. The sample spanned North America (52%), EMEA (18%), global/multi-region roles (16%), Asia-Pacific (11%) and Latin America (5%), across sectors including healthcare and pharmaceuticals, CPG/FMCG, technology/software/SaaS, retail and financial services. The report also includes select qualitative interviews with senior marketing leaders.
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Gain Theory is a global marketing effectiveness and foresight consultancy. It helps brands realize unmatched value and maximize the return on their marketing investments by providing data-driven insights and strategic recommendations across Marketing Mix Modeling (MMM), marketing measurement, optimization and strategy. Gain Theory combines advanced analytics, proprietary technology and deep industry expertise to empower clients with the confidence to make smarter decisions and achieve sustained growth.
Gain Theory has been named a Leader in The Forrester Wave™: Marketing Measurement And Optimization Services, Q1 2026.
Karen KaufmanGlobal Chief Growth Officer, Gain Theory
Thomas BartaFounder, Marketing Leadership Masterclass