Marketing leaders are prioritising AI and automation to enhance website experiences, but many lack the right technology to fully support these efforts, according to new research from Sitecore. The study, which surveyed 200 marketing executives across the US, Canada, UK, and Australia, highlights the growing focus on AI-driven digital strategies, alongside challenges in content management system (CMS) capabilities and budget constraints.

The findings show that 97% of marketing leaders are prioritising AI and automation, while 92% see personalisation as a key focus. However, only 32% believe their current CMS supports effective personalisation, and just 13% are confident their systems can scale and integrate with new technologies to meet evolving customer expectations.

Budget constraints limit website innovation

Despite the recognition that AI and personalisation are critical to digital strategy, marketing budgets remain a major obstacle. 76% of respondents cite budget constraints as their biggest barrier to upgrading their websites, and nearly a third of organisations (31%) allocate less than 5% of their marketing budgets to website experience improvements.

Kathie Johnson, CMO of Sitecore, noted that marketing teams must embrace new technologies to improve customer engagement while managing tighter budgets.

“Marketing organisations have an immediate opportunity to better serve their customers by embracing AI, personalisation, and other key capabilities into their website strategies,” Johnson said. “At a time when they’re being asked to increase business results with fewer resources, the right CMS can help them flex to meet customer expectations for engaging, connected digital experiences.”

Websites falling short of revenue objectives

The report also highlights a gap between digital experience ambitions and actual performance. While B2B buyers are spending more time researching and self-navigating purchase decisions, just 16% of marketing executives believe their websites effectively support revenue-driving objectives. This suggests that many businesses are missing opportunities to turn website visitors into customers due to outdated technology and poor personalisation.

With AI-powered automation, strong integrations, and scalable CMS solutions, companies have the potential to create more engaging, conversion-focused website experiences. However, without the right investments, many marketing teams will continue to struggle to keep pace with changing customer expectations.

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