#United States #Boston #AI Investment #Data Fragmentation #Zappi Insights

The Surge of AI Investment and Its Pitfalls

In the rapidly evolving business landscape, companies are pouring resources into artificial intelligence (AI) with the hope of unleashing transformative insights. A recent study conducted by Zappi, titled The Connected Insights Imperative 2025, unpacks this AI surge. Despite the enthusiasm and significant investments, the study reveals that many companies are grappling with a pervasive issue: data fragmentation.

Insights from Zappi’s Research

The insights draw attention to a crucial aspect; nearly 44% of companies have recently increased their hiring for roles centered on AI and data integration. While this surge indicates a robust commitment to embracing AI technology, the promise of leveraging insights effectively remains unfulfilled for many organizations. The study's findings indicate that half of the businesses surveyed are burdened with fragmented data—an obstacle that directly stalls decision-making processes and derails even the most ambitious AI initiatives.

A detailed survey of over 200 marketing professionals elaborates on the state of connected insights within organizations. The report finds that companies which achieve connected insights report a staggering 24-point higher satisfaction with their insights functionality compared to those with disconnected data. This serves as a poignant reminder of the value derived from cohesive data systems.

The Data Dilemma

Fragmentation of data is cited by 41% of the surveyed professionals as the primary barrier in using insights effectively. This challenge outweighs other hurdles, such as converting insights into actionable outcomes (33% cite this issue), budget constraints (33%), expertise gaps (29%), and time restrictions (26%). The implication is clear: without a strategy to integrate and streamline data, even substantial investments in AI risk becoming inefficient expenditures.

The findings also highlight the rarity of connected insights; only 38% of respondents confirm their organizations have achieved centralized, connected data systems. In contrast, a significant half describe their insights situation as fragmented, while 12% consider their insights entirely disconnected, emphasizing a widespread struggle in the industry.

The Benefits of Connected Insights

On a positive note, organizations that manage to connect their insights see substantial satisfaction and operational benefits. They report an unparalleled 75% satisfaction rate concerning their insights function, compared to 51% among those dealing with fragmented insights and a stark 48% among those with disconnected data. This highlights the direct correlation between optimized data and the efficacy of marketing strategies.

The research elucidates the relationship between technology utilization and maturity in insights. A whopping 82% of organizations boasting connected insights deploy technology as a key enabler, compared to lesser percentages among fragmented or disconnected counterparts. Furthermore, those with connected insights are more inclined to acknowledge AI's pivotal role, with 42% recognizing its importance, in stark contrast to the lower percentages recorded in organizations mired in data fragmentation.

Transforming Insight Functions

An interesting development noted in Zappi’s study is the evolution of insights functions within companies. A notable one-third of companies have centralized or restructured their insights functions within the past year. Nonetheless, the formal structure remains a challenge, as only 23% have a dedicated department specifically for insights. Many organizations assign insights tasks across various teams or even hire individuals or outsourcing, emphasizing the need for a more streamlined approach.

Level 4 Insights: The Future of Decision-Making

Zappi's research also introduces the concept of Level 4 organizations. These are firms where insights are integrated seamlessly into everyday operations and decision-making, driven by continuous feedback loops and AI. Achieving this enhanced model will require CEO commitment, interdepartmental collaboration, and a collective dedication to embedding insights into strategic initiatives.

Nataly Kelly, CMO at Zappi, succinctly captures the essence of the challenge, saying, "In 2025, companies are pouring resources into AI to gain an edge — but without connected insights to continuously feed these systems, the technology falls flat." Indeed, connected insights form the foundation of accessibility, ensuring that consumer voices resonate through every action and decision, ultimately paving the way for democratized access to consumer intelligence and driving tangible organizational results.

For more insights and detailed statistics, one can download The Connected Insights Imperative 2025 report from Zappi.

About Zappi

Zappi positions itself as a frontrunner in the realm of consumer insights platforms. Their AI-powered options deliver connected insights, empowering brands to make consumer-centric decisions swiftly. With a solid client base of over 350 brands globally, Zappi helps in the creation of successful products, impactful advertising, and fostering brand loyalty by prioritizing the consumer's voice. Recognized by MarTech Breakthrough Awards as the Best Marketing Insights Platform in 2023 and 2024, Zappi epitomizes excellence in insights-driven marketing. As a certified B-Corp, they are dedicated to responsible operations, including a commitment to net-zero emissions and equitable workplace practices. With over 300 employees across more than 13 countries, Zappi's influential culture has been honored by notable organizations, ensuring that they maintain their status as a leading player in the insights field.