Executive summary
Labour's share of marketing budgets rose from 21.9% in 2025 to 24.5% in 2026, and 38% of CMOs named a lack of internal AI expertise and talent as the top barrier to AI-driven efficiency.
Key findings
- 24.5% Labour takes a bigger share
Up from 21.9% in 2025. - 38% AI expertise is the top barrier
Named a lack of internal AI expertise and talent as the top barrier to AI-driven efficiency. - 56% Budgets fall short of strategy
Of CMOs lack the budget for their 2026 strategy, per a separate Gartner survey cited in the column.
Methodology
Gartner survey of marketing leaders on spend and priorities; as cited in a MarTech column. The survey period and regions were not stated in the column.
The figures below come from a MarTech column by Gene De Libero, published October 16, 2026, that cites the survey; Gartner’s own report was not read for this entry.
How to read it
Gartner’s full report is behind its paywall, so these numbers are as quoted by the column’s author. A separate Gartner survey cited in the same column found 56% of CMOs lack the budget for their 2026 strategy. See also the 2025 edition summarised on this site.
Sources
- MarTech: Adding AI or headcount won't fix a marketing skills gap (opens in a new tab)
The survey figures are as quoted by the column; the Gartner report itself was not read.