AI maturity in marketing: What the research reveals
HubSpot · Nov 02, 2026
AI maturity explains why 98% of marketing teams now use AI in some way, yet only 10% report transformational results, according to our 2026 State of AI in Marketing research. AI maturity measures how consistently a customer-facing team turns AI into measurable business outcomes, and it matters more than the number of tools or pilots you’ve launched.
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