• Gartner (NYSE:IT) reports that many CMOs are increasing focus on AI driven marketing transformation within flat budgets.
• The new research finds most marketing teams are not yet equipped to fully use these AI investments.
• The report points to 2026 as a key period, with AI leadership viewed as critical but organizational readiness lagging.

For investors tracking Gartner, the findings underscore how AI has moved to the center of marketing priorities, even without larger budgets to fund every project. CMOs are carving out room for AI tools and data driven programs, which can create heavier demand for guidance on where and how to deploy those funds. That aligns with Gartner's role in providing research and advisory services to large enterprises wrestling with complex technology choices.

Looking ahead to 2026, the gap between AI ambition and execution could remain a core theme for marketing leaders and for Gartner's client conversations. For readers, the takeaway is straightforward: AI in marketing is no longer a side experiment, and Gartner's insight into adoption hurdles may be an important reference point when assessing how enterprise technology priorities are evolving.

Stay updated on the most important news stories for Gartner by adding it to your watchlist or portfolio. Alternatively, explore our Community to discover new perspectives on Gartner.

For investors, Gartner's new marketing AI readiness research sits alongside recent financial and capital allocation signals. In the first quarter of 2026, the company reported revenue of US$1,511.04 million and net income of US$222.34 million, with diluted EPS from continuing operations at US$3.18. Over the same period, Gartner repurchased 3,198,430 shares for US$507.23 million, taking total buybacks under its long-running program to 29,240,858 shares since 2015. That combination of ongoing profitability, active buybacks, and fresh AI-focused insights gives investors more context on how Gartner positions itself as CMOs rethink budgets and priorities.

How This Fits Into The Gartner Narrative

• The research reinforces the narrative that rising enterprise adoption of AI and digital transformation is driving demand for Gartner's advice, especially as CMOs look for guidance on scaling AI-powered tools within flat budgets.
• The finding that most marketing organizations are not yet AI-ready could challenge assumptions about how quickly clients adopt paid tools like AskGartner and similar offerings relative to peers such as Forrester or IDC.
• The tension between higher AI spending and organizational readiness may not be fully reflected in expectations for contract value trends, client retention, or how quickly Gartner converts interest in AI into broader subscription usage across functions.

Knowing what a company is worth starts with understanding its story. Check out one of the top narratives in the Simply Wall St Community for Gartner to help decide what it's worth to you.

The Risks and Rewards Investors Should Consider

• ⚠️ The gap between AI ambition and readiness may limit how quickly Gartner can translate interest in AI-driven marketing into larger, higher priced contracts.
• ⚠️ If CMOs struggle to execute AI plans, they may defer or scale back broader technology projects, which could affect spending on advisory services relative to competitors like Accenture and Forrester.
• 🎁 Gartner's research on AI readiness positions it as a reference point for executives under pressure to justify AI budgets, which can support demand for its guidance and frameworks.
• 🎁 Continued profitability and sizeable share repurchases, including US$507.23 million in Q1 2026, show ongoing use of capital that can matter to investors who track per share metrics.

What To Watch Going Forward

Following this AI readiness report, investors may want to watch how often AI-related topics feature in Gartner's client wins, renewals, and events, and whether commentary around contract value growth references CMOs' execution gaps. Any link between Gartner's AI-focused research and uptake of its tools across marketing, IT, and data functions will be important, as will future updates on buybacks and profitability. Comparing Gartner's positioning on AI guidance with peers like Forrester, IDC, and Accenture can also help gauge how differentiated its role is as enterprises try to operationalize AI in marketing.

To ensure you're always in the loop on how the latest news impacts the investment narrative for Gartner, head to the community page for Gartner to never miss an update on the top community narratives.

This article by Simply Wall St is general in nature. We provide commentary based on historical data and analyst forecasts only using an unbiased methodology and our articles are not intended to be financial advice. It does not constitute a recommendation to buy or sell any stock, and does not take account of your objectives, or your financial situation. We aim to bring you long-term focused analysis driven by fundamental data. Note that our analysis may not factor in the latest price-sensitive company announcements or qualitative material. Simply Wall St has no position in any stocks mentioned.