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Stensul has released The MarTech Governance Outlook: Campaign Creation, AI Adoption & Risk, a new report based on a survey of 321 U.S. and U.K. marketing technology decision-makers. The research highlights a widening gap between aggressive AI adoption targets and the governance systems needed to manage associated risks in enterprise marketing campaign creation.
Quick Intel
While nearly half of respondents see clear productivity benefits from AI, more than half do not have adequate governance frameworks in place. This imbalance is creating measurable risk, with governance maturity emerging as a strong predictor of campaign error rates.
Forty percent of all organizations reported experiencing one to ten campaign errors in the past year. However, nearly nine in ten organizations without comprehensive governance reported at least one error during the same period. The most frequent outcome is increased scrutiny and heavier review processes, which slows execution and undermines the very speed gains AI was intended to deliver.
The report reveals that when governance fails to keep pace with AI adoption, organizations enter a counterproductive cycle: faster creation leads to more errors, errors trigger additional oversight, and added oversight reduces the operational speed that justified the AI investment.
"This research puts hard numbers behind a dynamic we see playing out across enterprise marketing every day," said Rachel Meranus, Chief Revenue and Marketing Officer at Stensul. "AI is delivering real operational gains — fewer bottlenecks, faster creation, more campaign throughput. But when governance doesn't evolve alongside it, organizations aren't just accepting more risk. They're setting up a cycle where errors trigger scrutiny, scrutiny slows execution, and the speed advantage they invested in gradually disappears.”
About Stensul
Stensul is the Governed Creation™ Platform for enterprise marketing teams creating campaigns at scale. Built for complex, regulated, and multi-brand organizations, Stensul embeds governance directly into the creation process so teams can work faster without compromising brand or compliance. With AI-assisted creation, real-time collaboration, built-in guardrails, and seamless integrations in one, connected platform, marketers reduce campaign creation time by up to 90% and eliminate manual rework and review bottlenecks. Stensul integrates with leading ESPs, MAPs, DAMs, workflow tools, live content, link tracking, and messaging platforms. Top brands that trust Stensul include BlackRock, Cisco, Demandbase, Equifax, Greenhouse, Siemens, and Thomson Reuters.
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