Companies are pouring resources into AI and data integration, yet a Zappi study reveals many fail to achieve meaningful outcomes due to persistent data challenges. The Connected Insights Imperative 2025 research report, based on surveys of over 200 marketing and insights professionals, examines "connected insights"—continuous, centralized consumer understanding integrated into decision-making—and its organizational effects, pinpointing progress and barriers in leveraging these for AI-driven strategies in SaaS and digital platforms.
Quick Intel
Surging AI Investments Amid Data Fragmentation
Organizations are ramping up AI and data efforts, with 44% adding specialized roles in the past year to support integration and analytics. However, data fragmentation emerges as the primary obstacle, cited by 41% as hindering insights utilization—surpassing issues like actioning insights (33%), budgets (33%), expertise (29%), and time (26%). This silos data across CRMs and platforms, undermining AI initiatives and turning them into costly endeavors without ROI. The report stresses that resolving fragmentation is essential for unlocking AI's potential in consumer-driven decision-making.
The Rarity and Impact of Connected Insights
Just 38% of professionals report connected, centralized insights, while half describe their state as fragmented and 12% as disconnected. Yet, those with connected insights see substantial benefits: 75% satisfaction with their insights function versus 51% in fragmented setups and 48% in disconnected ones, alongside 80% satisfaction in marketing-insights relationships compared to 48% and 39%. These organizations also lead in AI valuation, with 42% strongly agreeing on AI's importance to insights versus 30% and 24% in less mature groups. Technology plays a key role, with 82% of connected firms using it for integration, outpacing fragmented (69%) and disconnected (68%) counterparts.
Evolving Insights Functions and Level 4 Maturity
Insights teams are adapting, with one-third centralizing or restructuring in the past year, though only 23% maintain a dedicated department—many distribute work across teams or outsource. The study spotlights "Level 4" organizations, where insights embed into operations via AI and feedback loops, demanding CEO buy-in, collaboration, and strategic integration. As Nataly Kelly, CMO at Zappi, observes, "In 2025, companies are pouring resources into AI to gain an edge — but without connected insights to continuously feed these systems, the technology falls flat. Connected insights create an accessible foundation where the consumer voice is embedded into every decision, enabling marketing and insights teams to democratize access to consumer intelligence and unlock real organizational impact."
Zappi's findings underscore the imperative for connected insights to transform AI investments into competitive advantages, fostering consumer-centric cultures that drive innovation and efficiency in marketing and beyond.
ABOUT ZAPPI
Zappi is a leading consumer insights platform that helps brands win with consumers. Through AI-powered software that delivers connected insights, Zappi empowers brands to make faster, smarter and consumer-driven decisions by leveraging real-time, continuous consumer feedback.
Trusted by over 350 brands worldwide, Zappi helps create successful products, develop impactful ads and build winning brands by keeping the voice of the consumer at the heart of every decision. Named the Best Marketing Insights Platform by the MarTech Breakthrough Awards in both 2023 and 2024 and recognized by Business Insider as one of the hottest martech companies, Zappi is setting industry standards.
TechIntelPro empowers B2B technology decision-makers with the latest industry trends, deep insights, leadership perspectives and actionable intelligence to drive both organizational and professional milestones—and thrive on the tech pulse.