Key findings
Crunching the numbers with AI
AI is rapidly enhancing data capabilities in procurement marketing. Nearly three-quarters of respondents use it for market research and competitive analysis, while a similar proportion rely on it for data analysis and reporting. Looking ahead, technology and automation are the top areas for increased investment (27%), with the Internet of Things (50%) and Artificial Intelligence (46%) identified as key digital priorities over the next two to three years.
Legacy systems remain a challenge
As organisations work to implement AI and unlock its full potential, legacy infrastructure continues to present a major obstacle. Integration with existing systems emerged as the most significant challenge, cited by 64% of respondents. This highlights a critical barrier that many teams must overcome to fully capitalise on AI-driven efficiencies.
The AI transformation is well underway
While debate continues around the tangible impact of AI, our research suggests the shift is already well underway. A substantial 88% of respondents either agree or strongly agree that generative AI tools are significantly transforming procurement marketing strategies - demonstrating that AI is no longer a future consideration, but a present-day force reshaping the industry.
Bridging the gap between data and content
Despite significant progress in data analysis capabilities, many teams still face challenges aligning their data and content strategies. A significant 83% of respondents admitted they are still struggling - at least to some extent - to successfully integrate the two, highlighting an ongoing disconnect that could limit the effectiveness of AI-driven marketing efforts.
Predictive power: Machine learning leads the way
Among the technologies used to unlock data-driven personalisation in procurement marketing, machine learning for predictive analysis stands out. It was identified by 28% of respondents as the most effective tool their organisation has implemented—highlighting its growing influence on targeting and strategy.
of respondents are using data analytics to identify and mitigate risks in agency relationships to some extent
"Marketing procurement is about delivering value that goes far beyond cost savings. AI is emerging as a powerful catalyst in this evolution, offering procurement professionals new ways to partner with brands and agencies to elevate their marketing outcomes. In the creative space especially, we're witnessing AI consistently push the boundaries of what's possible."
Flora Pleguezuelos, Content Director, ProcureCon Marketing
