European marketing executives say AI isn’t a wonder weapon

According to a European Marketing Confederation (EMC) survey of 1,900 marketing executives, companies remain dissatisfied with their progress in becoming more customer-centric.

According to Ralf Strauss, president of the EMC, technology is developing exponentially, while organisations’ knowledge is progressing much more slowly

This article is available for reading in Trade magazin 2026/04

Although this area remains the top strategic priority (43%), only one-third of executives feel they are making sufficient progress toward this goal. The biggest challenge is understanding the real impact of AI on business operations: 30% of companies struggle with a lack of knowledge.