Despite Universal Adoption of AI Tools in Marketing, 99% of Marketers Have Not Fully Integrated Them Into Their Broader Marketing Stack and Operations, Finds New Report by Kaltura

Core Insights - The report "The Next Era of Marketing: 2026 AI and Video Trends" highlights that while 98% of marketing leaders recognize the importance of personalization for growth, 99% are unable to achieve the desired level of 1:1 personalization due to fragmented data [1][4]. Group 1: AI and Personalization - AI has achieved near-universal adoption among marketers, yet 99% report that their AI tools operate in silos, limiting their ability to support personalization at scale [3]. - Personalization is a significant performance driver, with 68% of marketers indicating it positively impacts organizational growth; however, true one-to-one personalization remains elusive, with 99% operating at the persona or segment level [4]. - The primary challenges to achieving effective personalization include fragmented data (62%) and compliance concerns (58%) [4]. Group 2: Video in Marketing - Video has become a preferred marketing format, with 56% of marketers ranking it among their top three formats and 69% producing more video content than the previous year [6]. - Video engagement is now viewed as a critical measure of customer intent, providing valuable insights for sales and customer success teams [8]. - Despite the desire to increase video usage, barriers such as slow approval cycles (28%), high production costs (17%), and limited in-house expertise (13%) hinder scaling efforts [8]. Group 3: Organizational Alignment - There is notable progress in aligning marketing and revenue teams, with 83% of respondents indicating that sales and customer success teams regularly utilize video-derived engagement data to inform customer interactions [7]. - The integration of video data into customer interactions signifies a shift towards shared intelligence and coordinated efforts across organizations [7]. Group 4: Kaltura's Strategic Moves - Kaltura's acquisition of eSelf.ai reflects the growing demand for enhanced personalization and AI-driven business outcomes across various sectors [5]. - The company emphasizes the need for unified AI frameworks to facilitate business-wide alignment and smarter workflows, enabling organizations to personalize at scale [6].