Observed Signal · Jun 8, 2026 · Survey · Source: https://martechseries.com/feed/ · Impact: 3/5 · Sentiment: Positive
Gartner: Awareness and Conversion 62.6% of Media Spend
Gartner's 2026 CMO Spend Survey found awareness and conversion now account for 62.6% of total media spend as CMOs shift budgets toward acquisition and digital channels. The survey — conducted January–March 2026 among 401 CMOs and marketing leaders in North America, the UK and Europe — reports digital media represents more than two-thirds of media investments in 2026 (an 18% increase since 2024). Spend on customer loyalty and retention fell 29% to under 15% of total media budgets. Labor’s share of marketing budgets rose from 21.9% in 2025 to 24.5% in 2026, and 70% of CMOs say internal marketing processes are not mature enough to scale AI; only 30% report mature AI readiness. Gartner analysts highlighted that AI’s value depends on people, skills and execution, not just technology.
Gartner's survey quantifies notable shifts in media allocation toward digital, acquisition and AI-driven channels — metrics that influence media planning, measurement and talent priorities across AdTech and MarTech.
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Key Takeaways & Evidence Grounding
- Gartner 2026 CMO Spend Survey found awareness and conversion account for 62.6% of total media spend.
- Digital media now represents more than two-thirds of total media investments in 2026, up 18% since 2024.
- Spending on customer loyalty and retention declined 29% to less than 15% of total media spend.
- Labor’s share of the total marketing budget rose from 21.9% in 2025 to 24.5% in 2026.
- Survey conducted January–March 2026 among 401 CMOs and marketing leaders in North America, the UK and Europe.
Connected Companies & Entities
3 Entities mappedRelated Market Signals & Shifts
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Gartner: CMOs Shift Budgets to Digital and Acquisition
Gartner’s 2026 CMO Spend Survey finds marketing leaders are allocating more budget to digital channels and customer acquisition as AI reshapes strategy. Awareness and conversion activities now make up 62.6% of media spend, while digital media exceeds two-thirds of total media investment. Spending on acquisition is rising and investment in loyalty and retention has fallen 29% since 2024 to under 15% of media spend. Gartner presented the findings at its Marketing Symposium/Xpo in Denver and said AI-driven personalization and channel optimization are key drivers. The survey also notes labour’s share of marketing budgets rose from 21.9% (2025) to 24.5% (2026), 70% of CMOs report marketing processes are insufficiently mature to scale AI, and 38% cite lack of internal AI expertise as the biggest barrier. A separate Gartner consumer survey found 49% of U.S. consumers say generative AI has worsened content quality (57% among Gen Z and millennials).
CMOs Spend Big on AI Despite Low Readiness
Gartner’s 2026 CMO Spend Survey finds CMOs now allocate an average of 15.3% of marketing budgets to AI initiatives, even though only 30% report mature or fully developed AI readiness capabilities. Seventy percent of respondents say becoming an AI leader is a critical goal for 2026, but the same share admits internal processes are not mature enough to implement and scale AI. Firms with higher AI readiness allocate 21.3% of marketing budgets to AI and tend to have larger marketing budgets (8.9% of company revenue vs. the 7.8% average). The survey highlights that competitive advantage will increasingly come from operational discipline, data foundations, governance and the ability to connect AI tools to business processes. The survey was conducted January–March 2026 and published May 12, 2026 on MarTech.
CMOs juggle budgets, AI and CEO expectations
Gartner’s 2026 CMO Spend Survey of more than 400 marketing leaders across North America, the UK and Europe finds marketing budgets are essentially flat — advertisers spend an average 7.8% of company revenue on marketing, up only 0.1% year‑over‑year — while marketers are reallocating portions of those budgets to AI. On average 15.3% of marketing budgets go to AI initiatives, which companies use for chatbots, automated creative, measurement and agentic media planning tools. Gartner and industry executives warn of scaling challenges: 80% of CEOs expect significant change from AI, 70% of marketers list “AI leadership” as critical, but many teams report insufficient budget and are stuck in pilots. Brand examples include Mammut using a Gemini-powered chatbot and AI-generated product imagery, and TripAdvisor handling ~40% of support via AI chatbots.
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