Case Study: Supermetrics uncovers marketing's AI adoption gap with NewtonX

Supermetrics uncovers 80% AI adoption pressure gap with NewtonX

Supermetrics, a provider of marketing data analytics, needed to produce its annual Marketing Data Report with authoritative data on AI adoption in marketing. They required a partner to recruit a high-quality, verified sample of over 400 marketing professionals across five countries. They partnered with the vendor NewtonX to conduct this research and power their flagship report.

Using the NewtonX platform, including the NewtonX Hub, the research uncovered a significant AI adoption gap, showing that 80% of marketers felt pressure to adopt AI but only 6% had fully embedded it. The findings, which highlighted a strategic divide between leaders and practitioners, established a definitive industry benchmark. This positioned Supermetrics as an authoritative voice for the second consecutive year and provided the trusted data needed to elevate industry conversations, with 87% of marketers agreeing on the need for a better data foundation.

Supermetrics