State of CRM Data Reports

Validity's ongoing research into the intersection between CRM data, campaign outcomes, and AI.

Latest FindingsState of CRM Data Report 2026—The Readiness Gap Behind AI-Driven Marketing

As more teams rush to adopt agentic AI, the quality of CRM data that often fuels these tools stops being an IT or Marketing Ops problem and becomes a boardroom-level risk.

We surveyed 500 marketers worldwide to dig deep into the relationship between CRM data and AI—and how marketing leaders are managing it.

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State of CRM Data Report 2026 The Readiness Gap Behind AI-Driven Marketing

Quick Hits

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Marketers are handing the wheel to AI—with dirty data in the tank.

Only 66.7% of organizations increased how many marketing decisions they delegate to autonomous AI agents in the past year. →

→ But only 21.3% believe their CRM data is "very well prepared" to fuel those tools.

Poor CRM data is wrecking AI outputs.

71.4% of marketers say poor CRM data has directly contributed to inaccurate or misleading AI results.

The pressure to look good is leading marketers to fake it.

77.8% of C-Suite

92% of SVP/VPs

have personally acted on an AI recommendation they later suspected was wrong.

Download the Report