GWI finds 58% of marketing leaders acted on a wrong AI insight

Checking has not kept up. Only 36% verify AI-generated insights most of the time, GWI says, and 36% check one AI tool’s answer with a different AI tool. Out-of-date material is a second problem: 63% say they have used figures they only later learned were stale.

The cost shows up in the results. Of those surveyed, 27% report a financial loss and 21% weaker campaign performance. Marketing Dive, which covered the report on 13 November 2026, notes that respondents work at companies with more than 500 staff or about $26.5 million a year in turnover, while GWI’s own methodology note dates the fieldwork to the second quarter of 2026.

Ad research tools sell this kind of insight by plan. On our price sheet, Atria’s Core plan, $159 a month, follows 50 brands with no AI insights; Plus, $429 a month, follows 100 brands with them (plan prices read 23 October 2026). More tools of this kind are in our creative research hub.

Atria puts AI insights on its $429 Plus plan, and GWI’s figures leave the checking to the buyer: only 36% of the leaders surveyed check such insights most of the time.