78% of CMOs Identify Data Integration and Quality as a Major Barrier to AI Growth.

What happened

Adobe reports that 78% of CMOs consider data integration and quality an important barrier. Only 31% report a unified client database and 52% already prepare content for AI discovery tools.

What changes

The problem of AI in marketing increasingly looks like a problem of corporate architecture: sources, identities, permits and governance.

Why it matters

Without consistent data, customization, assignment and automation compete with different versions of the same client.

Implications for businesses

A Mexican CRM can start with simple standards: mail, phone, company, source, stage and unique liability.

One Rhino’s take

The asset is not to accumulate records and to be able to trust them. The data quality becomes part of the client's experience.