AI Reshapes Marketing: Callan Consulting Report

Callan, a Silicon Valley executive marketing consulting firm, released its 'State of AI in Technology Marketing 2026' report. The study, which included participation from NetApp and 18 other technology companies, reveals that AI is rapidly integrating into core marketing functions, moving beyond experimentation to enterprise-wide adoption. Key findings highlight the expansion of AI use cases, the emergence of 'Born in AI' companies, and the growing importance of Answer Engine Optimization (AEO). While enthusiasm for AI is high, challenges remain in measuring direct ROI and the need for human oversight. Gabie Boko of NetApp and Ed Callan of Callan provided insights on the report's implications, emphasizing the importance of data quality and human judgment.