#Finland #Helsinki #AI Adoption #Supermetrics #Campaign Optimization

Supermetrics Sheds Light on AI Adoption in Retail and E-commerce

On March 24, 2026, Supermetrics, a trusted marketing intelligence platform, unveiled significant insights from its 2026 Marketing Data Report. This report highlights the concerning low levels of artificial intelligence (AI) usage for campaign optimization among retailers and e-commerce brands, despite these areas being prime candidates for data-driven initiatives.

The survey revealed that only 17% of marketers within the retail, e-commerce, and consumer packaged goods (CPG) sectors are leveraging AI for campaign analysis and optimization. This statistic starkly contrasts with the 70% of organizations that view optimizing their marketing spend as a crucial short-term objective. While consumer-centric industries employ AI for content creation (38%) and workflow automation (27%), the adoption in campaign optimization remains disappointingly low, underscoring a critical execution gap.

Among the sectors evaluated, retail showed the highest adoption rate at 22%, with CPG at 14% and e-commerce trailing at a mere 8%. This is particularly surprising given the data-intense environment e-commerce operates in, highlighting the barriers affecting implementation.

Key Barriers to Adoption

The report identifies several barriers hindering the effective use of AI for campaign optimization, including:
1. Limited in-house expertise (38%)
2. Insufficient technical infrastructure (30%)
3. Unclear value or return on investment (27%)

"As marketers increase campaign frequency across diverse channels, they still struggle with real-time visibility of campaign performance, which is crucial for effective decision-making," noted Anssi Rusi, CEO of Supermetrics. The fragmented nature of data prohibits teams from being proactive and responsive to campaign performance.

Zach Bricker, Head of Solutions Engineering Data Activation at Supermetrics, elaborated, saying, "Knowing that real-time optimization results in better outcomes is not enough. Marketers need to shift from merely collecting data to utilizing it productively. Harnessing AI and automation resolves technical issues, allowing experts to prioritize strategic goals and revenue generation."

Supermetrics provides a robust platform that helps companies like BBC, Heineken, Levi's, and L'Oréal streamline their data processes, transforming fragmented insights into actionable strategies that drive revenue. As businesses grapple with increasing competition and rapidly changing market dynamics, effective utilization of AI may very well determine their success.

About Supermetrics

Founded in 2013 and headquartered in Helsinki, Supermetrics has established itself as a leading marketing intelligence platform, used by over 200,000 companies in 120 countries. The platform aims to help organizations evolve from retrospective analysis to proactive planning. With a workforce of more than 400 employees and operations across Helsinki, Dublin, and Singapore, Supermetrics plays a crucial role in navigating marketing challenges in today's complex data landscape. In fact, it processes 15% of global advertising spending, empowering brands and agencies to make informed decisions confidently.

For more detailed insights, interested parties can access the complete Supermetrics 2026 Marketing Data Report here.

Conclusion

As the marketing landscape progressively becomes more reliant on data, the findings from Supermetrics serve as a crucial reminder for sectors like retail and e-commerce to evaluate and enhance their AI capabilities. By overcoming existing barriers to AI adoption, these brands stand to benefit immensely from a more optimized, data-driven approach to marketing.

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Note: This report was based on a global survey of more than 400 marketing professionals from various sectors, providing an overview of self-reported AI adoption and perceived obstacles within the industry.