Can agencies fix the AI disconnect between the C-suite and marketing teams? Boathouse is trying to

The hype around generative AI has marketers in a bit of a tizzy. C-suite executives from the CEO to the CFO and CMO are pressuring their marketing departments to adopt AI — but oftentimes without a coherent strategy or the necessary tools. 

Those are the top-line findings of new research released yesterday from marketing intelligence platform Supermetrics. The 2026 Marketing Data Report, basically shows a gap between AI ambition and operational reality in marketing departments that’s only getting wider.

Which explains why agencies continue to beef up their AI smarts — as a means of helping to guide their clients through the morass of knowledge, strategy and technology to implement gen AI. 

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