Blueshift’s latest research reveals that despite growing AI adoption, most brands still face data silos, limiting their ability to deliver seamless customer experiences.

Blueshift, the leading provider of Customer Engagement Platforms, announced the release of its latest thought leadership survey, From Fragmentation to Focus: Leveraging  Cross-Channel Data for Marketing Success in 2025. The study is based on the insights of nearly 300 U.S. brand marketers across industries. It uncovers a growing gap between marketing objectives and real-life implementation in cross-channel personalization, with 76% of B2C brands having problems using offline data for effective cross-channel marketing.

Although marketers understand the importance of a seamless and personalized experience, only 34% are sure that they offer the same message on all channels. This discrepancy shows the importance of AI-driven automation, predictive analytics, and more effective data management to support revenue growth.

Marketing Technology News: MarTech Interview with Paul Harrison, CTO and co-founder at Simpli.fi

Finding Highlights

• B2C marketers face significant challenges, including limited access to data due to siloed structures. 61% of teams say this is the main reason their campaigns cannot be scaled up.
• On average, 84% of brands get a conversion boost by combining predictive AI with first-party and third-party data.
• The five notable measures that B2C marketers are adopting to enhance the use of data to achieve their revenue goals are:
• Adopting customer data platforms (CDPs).
• Using predictive AI to scale their personalization efforts.
• Dividing audiences into various groups (if not at an individual level) to improve personalization.
• Enhancing data collection tools.
• Improving data quality management.

Marketing Technology News: How Marketing Teams Can Break Through Bottlenecks

“Those brands that are navigating rising consumer expectations, and increasing marketing complexity, discover that data silos and inefficiencies are preventing them from achieving their full revenue potential,” said Vijay Chittoor, CEO and Co-Founder of  Blueshift. “Our latest research also shows that managing customer data, using AI for decision making, and automating engagement at scale has become crucial to survive in 2025,” said Chittoor.

The Future of Smarter Customer Engagement

Since 92% of the marketing leaders believe that a consistent experience across online and offline channels is vital, brands need to focus on integrating their customer data, using  AI-powered decision-making, and automation of engagement at scale. Blueshift’s Intelligent Customer Engagement (ICE) platform is built to help real-time data activation, AI-driven recommendations, and seamless cross-channel orchestration, all within one platform.