Senior marketers still trust intuition despite AI & data surge

Research from Qualtrics has found that a significant proportion of senior marketing leaders continue to rely on intuition for key decisions, despite substantial investment in business intelligence tools and technologies.

A global study conducted by Qualtrics, which surveyed over 700 senior marketing and insights executives from organisations with more than 1,000 employees and marketing departments of at least 50 people, reveals a disconnect between data availability and its effective use in decision making processes. Nearly half of the surveyed leaders allocate more than 15% of their budgets to business intelligence, yet two-thirds indicate that gut instinct, rather than data-backed analysis, remains central to their decision making.

Persistent barriers

The study identifies five core obstacles hindering the effective adoption of data-driven strategies. The most prominent of these is data overload, with 56% of respondents saying they feel overwhelmed by the volume and fragmentation of data sources available to them. This abundance of information often leads to confusion instead of clarity.

Another significant challenge is measuring the return on investment (ROI) for marketing initiatives. While 30% report this as their primary business concern, around half (51%) say an absence of clear ROI from current business intelligence solutions is a barrier to further investment in these tools. As a result, executives encounter difficulties in securing approval for technologies needed to enhance their data insights.

Data reliability remains an enduring issue, with 29% of chief marketing officers globally citing poor data quality and challenges in accurately forecasting customer behaviour. This concern is especially apparent among leaders in the United States.

Stakeholder scepticism persists regarding new methodologies and tools, including synthetic data and artificial intelligence. According to the report, 51% of executives identify scepticism about AI or synthetic data as the main reason for not increasing investment in business intelligence capabilities.

Skills shortages further complicate the landscape. Approximately 49% of respondents believe that their teams lack the internal expertise required to effectively implement and benefit from advanced AI-powered solutions.

"Guesswork is one of the most expensive strategies in business," said Lynn Girotto, Chief Marketing Officer at Qualtrics. "As spending slows, companies that listen to customers and respond to real needs are better positioned to win. This is where marketing and insights leaders will demonstrate true value and they must not shy away from the tools that allow them to do this well."

Rising adoption of generative AI and synthetic research

Despite these challenges, the appetite for business intelligence and advanced data solutions remains high among marketing leaders. The research shows that 74% expect their business intelligence budgets to rise by between 5% and 20% in 2026. Almost all respondents (96%) affirm that generative AI and synthetic research technologies positively impact their marketing intelligence capabilities.

Executives are prioritising three main objectives: acquiring fast and reliable insights, enhancing customer loyalty and conversion rates, and developing skills in AI and related technologies within their teams.

The adoption of synthetic research is advancing quickly, with 95% of executives either already using or planning to use synthetic data within the next year. Many believe it offers distinct advantages over traditional survey methods. According to the study, 92% say synthetic data provides more accurate and useful insights, 84% report improved speed in generating market insights, and 79% say it deepens the quality of insights generated.

Synthetic research is being used to generate new customer and market insights (68%), bridge gaps where conventional data is insufficient (63%), replace or supplement traditional survey methods (62%), simulate customer personas and segments (56%), and support competitive analysis and market simulation (54%).

Ongoing concerns

While generative AI and synthetic research have seen rapid adoption, concerns remain over responsible use and the accuracy of outputs. Nearly three-quarters of respondents express worries about bias in AI-generated insights, potentially impacting the reliability of decision making. Over 90% highlight the importance of mitigating both demographic and ideological bias in order to maintain trust in AI-driven results.

Additional concerns among executives centre on data security and privacy risks (49%), the complexity of integrating new systems with existing infrastructure (41%), and the possibility of inaccuracies in AI-generated data (40%).

Despite these challenges, 90% agree that, if carefully managed with attention to issues such as bias, representativeness, and the validity of new experimental methods, AI will fundamentally enhance their organisations' comprehension of customers and markets.

Intuition and data: finding balance

The study highlights a period of transition for marketing and consumer insights leaders. Their responsibilities and strategic importance are growing, yet many still predominantly rely on intuition for critical decisions due to a lack of timely, relevant data.

Almost all organisations surveyed intend to implement AI-powered marketing intelligence solutions, with many leaders opting for hybrid models that blend human expertise with AI analytics. The data suggests that those able to demonstrate ROI, develop AI competency in their teams, and better manage the growing volume of data will be better prepared for future challenges.