AI is now ubiquitous in the software landscape, with 43% embedded in existing programs, 22% introduced by business units, and 35% developed internally. By 2026, over 80% of software vendors will incorporate generative AI into their products, leading to AI saturation even for those who maintain their current approach. However, this increase has not resulted in improved marketing effectiveness or enriched customer connections, as many consumers report feeling more overwhelmed and less understood.
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