Source: Featured Blogs - Forrester
After deploying AI for quick wins in content generation and campaign optimization, portfolio marketers are discovering that the technology requires serious operational restructuring to deliver sustainable ROI—not just tactical efficiency gains. The shift from "AI does more with less" to "AI demands different teams, data infrastructure, and measurement frameworks" is forcing CMOs to choose between staying in the experimentation phase or investing in foundation work that most haven't budgeted for. This gap between early success and scaled adoption is where many AI initiatives stall.