AI Investment Surges, but Data Fragmentation Blocks Brands from Unlocking Insights, Zappi Study Reveals

Survey finds companies with connected insights report 24-point higher satisfaction — yet half of organizations report their data and insights are fragmented

BOSTON, Sept. 16, 2025 /PRNewswire/ -- Companies are investing heavily in AI and data integration, but a new study from Zappi finds that many are failing to turn that investment into impact. According to Zappi's Connected Insights Imperative 2025 research report, while organizations with connected insights note a 24-point higher satisfaction with their insights function, half of businesses remain stuck with fragmented data that blocks effective decision-making and can derail AI initiatives.

These findings are based on a survey of more than 200 marketing and insights professionals. The study tracks the state of "connected insights" — continuous, centralized consumer understanding embedded into decision-making — and the impact on organizations, highlighting where companies are making progress and where obstacles hold them back.

Key findings from the 2025 report include:

• Investment in AI and data is surging: In the past year, 44% of companies hired for AI or data integration roles.
• Data fragmentation remains a major blocker: 41% cite it as the top barrier to using insights effectively — outpacing challenges like converting insights into action (33%), budget constraints (33%), expertise gaps (29%) and time constraints (26%). Without addressing fragmentation, even heavy AI investments risk becoming expensive projects that fail to deliver impact.
• Connected insights are rare: Just 38% of marketing and insights pros say their organization has connected, centralized insights. Half describe the state of insights as fragmented and 12% as disconnected.
• Connected insights deliver big satisfaction and impact: Companies with connected insights report at least 24-point higher satisfaction with their insights function (75% satisfaction versus 51% at organizations with fragmented insights and 48% at those with disconnected insights). They are also more satisfied with marketing-insights relationships (80% satisfaction versus 48% when insights are fragmented and 39% when disconnected).
• Technology adoption ties to insights maturity: 82% of organizations that connect their insights use technology to do so — compared to 69% of fragmented and 68% of their disconnected counterparts. Businesses with connected insights are also more likely to value AI's role in insights (42% strongly agreeing AI is important to this versus 30% of fragmented and 24% of disconnected counterparts).
• Insights functions are evolving: In the past year, 1 in 3 companies centralized or restructured their insights function. Still, many organizations lack a formal structure — only about one in four (23%) have a dedicated department or function, while others spread the work across teams or even single individuals, or outsource their insights work.

Level 4: Insights as Organizational DNA
Zappi's research highlights the emerging "Level 4" organizations, where insights are embedded in daily operations and decision-making—powered by AI and continuous feedback loops. Achieving this accelerated model requires CEO leadership, cross-functional collaboration and an organization-wide commitment to integrating insights into strategy.

"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," said Nataly Kelly, CMO at Zappi. "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."

For more statistics and information, download The Connected Insights Imperative 2025 report.

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.

As a certified B-Corp, Zappi is committed to net-zero emissions, fostering an equitable workplace and leveraging technology to benefit the communities the company serves. With over 300 employees across more than 13 countries and offices in Boston, London and Cape Town, Zappi's culture has been celebrated by Fast Company, Comparably, Quirks, Great Place to Work and more. To learn more, follow Zappi on LinkedIn, Instagram and X.

SOURCE Zappi