Marketers Shift Research Budgets Toward Strategic AI and Digital Twins

By Campaign US · Campaign US · 2026-07-13

According to reporting from Campaign US, brands are pivoting their market research spend away from simple product testing and toward long-term business strategy. While overall investment remains stable at roughly 1% to 5% of marketing budgets, the adoption of synthetic data and A

According to reporting from Campaign US, brands are pivoting their market research spend away from simple product testing and toward long-term business strategy. While overall investment remains stable at roughly 1% to 5% of marketing budgets, the adoption of synthetic data and A