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1、A Thought Leadership ReportState of AI in Technology Marketing 2026April 2026STATE OF AI IN TECHNOLOGY MARKETING|APRIL 20262Table of ContentsExecutive Summary 03Key Changes from November 2024 05“Born in AI”Companies 06Study Introduction and Methodology 07Findings:The State of AI in Marketing Organiz

2、ations Today 08From Experimentation to Embedded Use 08The Emergence of Born in AI Companies 11Productivity Enhancer or Strategic Enabler?12Use Cases Proliferate 13AI Throughout the Marketing Tech Stack 15The Challenge of Measuring Impact 17Organizational Models and Governance 19Agentic AI:The Next W

3、ave 19The Shift from SEM/SEO to GEO/AEO 20Barriers and Challenges 21Overreliance on AI-Generated Content 21Skills and AI Enablement 22Looking Forward:Changing the Face of Marketing,Again 24The Next 12 Months 24Longer-Term Outlook:Going Back to Marketings Roots and the Rise of Machine Engine Optimiza

4、tion(MEO)25Recommendations 27Conclusion 29Appendix A:Study Methodology 30Appendix B:Lessons and Observations from Using AI to Develop This Report 31Appendix C:Use Cases Identified by Respondents 33About Callan Consulting and Our AI Enablement Service 34STATE OF AI IN TECHNOLOGY MARKETING|APRIL 20263

5、Executive SummaryIn December 2025/January 2026,Callan Consulting conducted conversations with 19 marketing leaders at predominantly B2B technology organizations with annual revenues ranging from under$5 million to over$8.9 billion to get a snapshot of how marketing organizations are using AI in thei

6、r function.Over the past year,AI in general,and generative AI in particular,have continued to reshape the marketing landscape.The percentage of respondents who say that AI is having a“strong”or“very strong”impact on their marketing teams doubled,from one-third of respondents in 2024 to two-thirds to