Stensul：2026营销技术治理展望报告：营销活动创建、AI应用与风险（英文版）（30页）.pdf

1、The MarTech Governance OutlookCampaign creation,AI adoption&riskContentsIntroduction 1Executive Summary 2Campaign Creation and Workflows 3Marketing Automation and Technology 10AI Adoption and Governance 13Compliance and Risk Management 19Key Implications 26About Stensul 27IntroductionMarketing organ

2、izations are re-evaluating how email campaigns are created,approved,and governed as AI and automation become more embedded in day-to-day execution.This report examines current practices across campaign workflows,approval timelines,AI adoption,and governance maturity to understand how these factors i

3、nfluence speed,quality,and risk.1Executive SummaryMarketing teams are under pressure to increase campaign velocity,with AI emerging as the primary lever.Its now the top marketing mandate for 2026,and nearly half of organizations report significantly faster campaign creation as a result.But governanc

4、e isnt keeping pace.Over half of organizations lack comprehensive AI governance,and many are already seeing increased compliance and brand risk.Errors are both common and compounding.Without strong governance,most organizations experience campaign errors that lead to heavier review processes that sl

5、ow teams down over time.The challenge intensifies at scale.Large enterprises face higher campaign volume,longer approval cycles,and greater exposure to risk,especially in regulated industries,where errors can result in significant financial impact.The takeaway:theres a growing gap between the push f

6、or speed and the systems needed to support it.AI drives efficiency,but without governance evolving alongside it,organizations risk slowing down in the long run.2Section 1Campaign Creation and Workflows31Campaign review period length,not volume of approval steps,drives lengthy processes Most teams re