Fragmented data is preventing real-time personalization and AI adoption, despite 61% of executives prioritizing it for growth in 2025. While 65% see AI and predictive analytics as key to customer loyalty, 76% of practitioners cite siloed data as a major blocker. Consumers demand transparency and trust—88% want assurance their data is handled responsibly. Only 42% of brands personalize based on individual behavior, and just 39% personalize web experiences in real time. Still, 66% are piloting generative AI, with many already seeing improved decision-making and engagement. Unified data and always-on journeys are essential to unlock AI’s full potential.

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