Based on a proprietary survey of over 300 marketing practitioners, the MarTech Governance Outlook examines how enterprise marketing teams are navigating the growing tension between AI-driven speed mandates and the governance systems built to support them. As AI becomes embedded in day-to-day campaign execution, this research reveals where governance gaps are compounding risk, slowing execution, and undermining the efficiency gains organizations are counting on.
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This report studied how enterprise marketing teams are managing campaign creation, AI adoption, and governance maturity across workflow, approval, compliance, and risk dimensions.
Key findings include why governance maturity — not AI adoption alone — determines how much speed organizations can actually sustain, how approval timelines and review dynamics are the real driver of slow campaign cycles, and what the data reveals about the compounding consequences of ungoverned acceleration at enterprise scale.
Notable data points include:
- 53% of organization lack comprehensive AI governance for marketing
- Nearly 9 in 10 organizations without comprehensive governance experienced at least one campaign error in the past year
- Almost half (44%) of of organizations say that AI has increased compliance or brand risk
