---
title: "How will you scale AI-enabled growth when budgets are flat?"
id: "96532"
type: "resource"
slug: "how-will-you-scale-ai-enabled-growth-when-budgets-are-flat"
published_at: "2026-09-01T15:27:16+00:00"
modified_at: "2026-09-01T15:27:16+00:00"
url: "https://tealium.com/resource/analyst-report/how-will-you-scale-ai-enabled-growth-when-budgets-are-flat/"
markdown_url: "https://tealium.com/resource/analyst-report/how-will-you-scale-ai-enabled-growth-when-budgets-are-flat.md"
taxonomy_resource_type:
  - "Analyst Report"
taxonomy_product:
  - "AudienceStream Customer Data Platform™"
taxonomy_topic:
  - "Customer Data Platforms"
---

Analyst Report

# Gartner® Research for Digital Marketing Leaders How will you scale AI-enabled growth when budgets are flat?

Get complimentary access to Gartner® Hype Cycle for Digital Marketing, 2026 and explore the innovations, operating models, and governance practices shaping autonomous marketing.

CMOs are being asked to drive growth and AI-enabled transformation while managing budget scrutiny, brand trust, privacy, and a customer journey increasingly influenced by answer engines. The Gartner Hype Cycle provides a framework for deciding what to pilot now, what to sequence next, and what requires stronger data, architecture, governance, or cost controls first.

## We feel you’ll take away

✓A clearer view of the technologies and practices shaping autonomous marketing and answer-engine-mediated journeys.

✓A way to connect AI and agentic ambitions to customer context, identity, consent, policy, and cost-to-value readiness.

✓Questions to bring to your next architecture, martech, or operating-model review.

✓A planning framework for selecting near-term proof points while preparing for longer-horizon capabilities.

*AI without trusted customer context is just hype. Tealium helps enterprises build the real-time, privacy-first data foundation needed to operationalize emerging marketing technology responsibly and at scale.*

Get complimentary access to the full report.

[Get the Gartner rePORT](#main-content)

Gartner, “Hype Cycle for Digital Marketing, 2026,” Claudia Ratterman, Eric Schmitt, 10 July 2026.

GARTNER is a registered trademark and service mark of Gartner, Inc. and/or its affiliates in the U.S. and internationally, and is used herein with permission. All rights reserved. Gartner and Hype Cycle are trademarks of Gartner, Inc. and/or its affiliates. Gartner does not endorse any company, vendor, product or service depicted in its publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner publications consist of the opinions of Gartner’s business and technology insights organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this publication, including any warranties of merchantability or fitness for a particular purpose. This graphic was published by Gartner, Inc. as part of a larger research document and should be evaluated in the context of the entire document. The Gartner document is available upon request from Tealium

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