DDMO 2026: AI evolves from a marketing tool into an organisational challenge

Challenges are shifting from technology to organization

The latest phase of AI adoption shows that implementing artificial intelligence is increasingly becoming an organisational challenge rather than a technological one. More organisations are investing in AI policies (66%, up from 54% in 2025) and AI capabilities (56%, up from 48% in 2025), while more than half (56%) have established data governance practices. Responsibility for AI is also increasingly moving to senior management (38%, up from 28% in 2025).

At the same time, the appetite for innovation remains strong. Marketing professionals continue to experiment with new AI applications, sometimes outside formal organisational frameworks – a phenomenon often referred to as shadow AI. The challenge for organisations is finding the right balance between encouraging innovation and establishing clear governance.

AI is changing organisations, but people still make the difference

AI is not only transforming organisations; it is also reshaping the work of marketing professionals. Two-thirds of respondents (66%) expect AI to fundamentally change their day-to-day work over the coming years. At the same time, communication, collaboration, creativity and strategic thinking remain the skills that enable marketers to create real value.

The research also shows that the impact of AI extends far beyond technology. Organisations are changing the way they structure and manage AI initiatives. Responsibility for AI is increasingly shifting towards senior management, while collaboration between marketing, IT and other disciplines is becoming more important than ever.

As AI becomes more deeply embedded in marketing processes and decision-making, the need for human oversight, transparency and sound judgement continues to grow. Competitive advantage will increasingly depend on how organisations combine AI with reliable data, strong governance and human expertise.

DDMO highlights the evolution of AI adoption

For the past ten years, DDMO has tracked the development of data-driven marketing in the Netherlands. By monitoring these trends annually, DDMA provides valuable insight into how rapidly the profession is evolving.

The 2024 edition showed that, although AI attracted significant attention, adoption remained relatively limited due to challenges around data quality, knowledge and organisational maturity. DDMO 2025 demonstrated that organisations were moving beyond experimentation towards broader implementation of AI across marketing processes.

The 2026 edition marks the next stage in that evolution. AI is no longer viewed primarily as an emerging innovation or an experimental technology; for many organisations, it has become a standard part of everyday marketing practice. The key question is no longer what AI can do, but how organisations can create the right conditions to generate sustainable value and continue innovating.

For many organisations, AI is no longer an experiment; it has become part of everyday business. As a result, the challenge is changing too. Competitive advantage lies less in the technology itself and increasingly in how organisations organise their people, processes and data, while connecting different disciplines to create value.

Judith Oude Sogtoen, Managing Director, DDMA

About the Data Driven Marketing Survey (DDMO) 2026
The Data Driven Marketing Survey (DDMO) is an independent initiative by DDMA and the DDMA Committees on Data, Decision & Engagement (DDE) and Artificial Intelligence. Each year, the study examines how the Dutch marketing sector applies data and technology, focusing on opportunities, challenges and ethical considerations. DDMO 2026 is based on responses from 436 marketing professionals recruited through the GfK panel, all of whom indicated that marketing-related activities form a substantial part of their role. In addition, 89 respondents from the DDMA community participated in the survey. Unless stated otherwise, the published findings are based on the primary research sample (n = 436).

Nanda Appelman

Market Insights Specialist