In its latest report, Tealium highlights that 81% of customer data platform (CDP) users are highly satisfied with their platform’s ability to support AI and machine learning (ML) initiatives. The report shows how AI transforms CDP usage, with 54% of users citing real-time insights and predictive analytics as major benefits.
Confidence in using AI to scale businesses has grown significantly among CDP users, rising from 35% to 46%. Furthermore, 84% of respondents believe CDPs simplify AI-related tasks and projects. The survey, which gathered insights from 1,200 global professionals, underscores the growing importance of CDPs in enhancing AI-driven strategies and enabling organizations to leverage real-time data effectively.
“We are seeing a clear correlation between CDP maturity and AI success. Organizations that have integrated their CDP with AI capabilities are achieving enhanced customer understanding and engagement while maintaining the highest standards of data quality and integrity,” said Jeff Lunsford, CEO of Tealium.
Should organisations use CDPs?
Moreover, the report highlights a disparity between organisations that use CDPs and those that don’t. Non-CDP users deal with many hurdles, particularly in ensuring data accuracy and complying with privacy standards, which consume more time on data management activities. Conversely, CDP users experience quicker time-to-value for AI initiatives, showing their advantage in customer lifetime value prediction, churn prevention, and next-best-action recommendations.
Real-time data management stands out as a decisive success factor, with 90% of respondents believing it is essential for business success. Companies employing CDPs report higher satisfaction and success, particularly in engaging customers at critical moments in their buying journeys. Furthermore, the report emphasises CDP users’ confidence in navigating the complex landscape of data privacy and compliance.
A notable 91% feel prepared to handle evolving privacy regulations, compared to 76% of non-users. As many as 68% reported increased investments in first-party data strategies influenced by shifting privacy laws, with 36% ranking privacy compliance among their top three CDP use cases.