15.3% of marketing budgets goes to AI initiatives on average in 2026, among mostly large firms (2026).
15.3%
the latest figure (2026)
Large
company size covered
Research
type of source
Why you can trust it. Gartner, Inc., Gartner newsroom: research, research firm or analyst compilation. 401 CMOs and marketing leaders in North America, the UK and Europe, surveyed January to March 2026; the vast majority at firms with over $1 billion in annual revenue.
15.3% of marketing budgets goes to AI initiatives on average in 2026, among mostly large firms
Data period
2026 (ends 31 Mar 2026)
Published by the source
11 May 2026
Who is counted
401 CMOs and marketing leaders in North America, the UK and Europe, surveyed January to March 2026; the vast majority at firms with over $1 billion in annual revenue.
In the source's words
CMOs are allocating an average of 15.3% of marketing budgets to AI initiatives, yet most marketing organizations lack the maturity to scale those investments
Checked at source
23 Oct 2026: Read on gartner.com, press release of 11 May 2026 (Gartner 2026 CMO Spend Survey).
Reuse
All rights reserved; quote briefly with credit. Forecasts and predictions are labelled as forecasts; polls are of webinar attendees or clients.
23 Oct 2026CorrectionWording corrected to match the source: survey covered North America, the UK and Europe, not the whole world
Cite this number
APA
Gartner, Inc.. (2026). 15.3% of marketing budgets goes to AI initiatives on average in 2026, among mostly large firms. Via digitaltreed, https://digitaltreed.com/statistics/marketing/marketing-budget-share-to-ai
MLA
"15.3% of marketing budgets goes to AI initiatives on average in 2026, among mostly large firms." Gartner, Inc., Gartner newsroom, 2026. digitaltreed, https://digitaltreed.com/statistics/marketing/marketing-budget-share-to-ai.
HTML link
<a href="https://digitaltreed.com/statistics/marketing/marketing-budget-share-to-ai">15.3% of marketing budgets goes to AI initiatives on average in 2026, among mostly large firms</a> (Gartner, Inc., 2026)
Embed the chart
This stat has no chart to embed yet. Link to this page instead: https://digitaltreed.com/statistics/marketing/marketing-budget-share-to-ai
FAQ
Questions about this number
What is the latest figure for AI in marketing (North America and Europe)?
15.3% of marketing budgets goes to AI initiatives on average in 2026, among mostly large firms, for 2026, according to Gartner, Inc., Gartner newsroom. We checked it at the source on 23 Oct 2026.
Related
More Marketing and advertising statistics
Industry bodyAll sizesUSA
21%
of US digital video ad buyers were already running live campaigns with agentic AI in early 2026; 20% more were testing it
Sample: Advertiser Perceptions online survey of 360 US ad buyers at brands and agencies who spent at least $1M on ads in 2025, fielded 20 Feb to 13 Mar 2026.
of CMOs report mature or fully developed AI readiness, though 70% call AI leadership a critical 2026 goal
Sample: 401 CMOs and marketing leaders in North America, the UK and Europe, surveyed January to March 2026; the vast majority at firms with over $1 billion in annual revenue.
