NetApp Inc. Embraces AI’s Transformative Role in Modern Marketing

On April 8, 2026, NetApp Inc. (NASDAQ: NTAP), a leader in Intelligent Data Infrastructure, made headlines by announcing its participation in a significant marketing research study conducted by Callan Consulting. This comprehensive study brings together 18 technology companies from both B2B and B2C sectors to explore how artificial intelligence (AI) is fundamentally reshaping modern marketing organizations. With AI transitioning from a phase of experimental use to an embedded, enterprise-wide tool, the findings underscore a pivotal moment in the marketing landscape.

The report, titled *State of AI in Technology Marketing 2026*, is based on in-depth interviews with Chief Marketing Officers (CMOs) and senior marketing leaders at the participating companies. It reveals that AI is increasingly woven into the fabric of marketing teams and workflows, enhancing various processes from content development to campaign optimization and analytics. The study identifies several critical priorities emerging from this adoption, including data quality, accessibility, and governance.

Gabie Boko, Chief Marketing Officer at NetApp, emphasized the transformative potential of AI in marketing, stating, "AI doesn't change what great marketing is supposed to do. It just removes the excuses for not doing it." Boko noted that with clean, accessible, and trusted data, marketing teams can shift from chaos management to informed decision-making, enabling them to focus on impactful strategies that drive business results.

The report highlights substantial shifts since Callan Consulting's previous study in November 2024. Key developments include:

Despite the enthusiasm for AI, marketing leaders expressed concerns regarding the challenges of measuring AI's direct return on investment. Many respondents indicated that benefits were often observed anecdotally, manifesting as improvements in speed, output, and cost avoidance rather than through traditional performance metrics. Additionally, the report warns against the dangers of overreliance on AI, stressing the continued necessity of human oversight and creativity in the marketing process.

Ed Callan, CEO of Callan Consulting, remarked on this evolution, stating, "What’s changed most dramatically since our last study is that AI is no longer treated as a bolt‑on or side project." He noted that AI is now seen as a foundational element of marketing strategies, akin to analytics or marketing automation.

Looking forward, marketing leaders anticipate further integration of AI over the next year. Expectations include:

Jen Jones, CMO of Siteimprove and a contributor to the report, highlighted the challenges marketers face in a landscape dominated by AI-driven content. "With answer engines fast becoming the new way of search, it’s an opportunity to put content back in the strategic seat—intelligent content that is structured, accurate, trustworthy, and accessible to everyone," she noted.

The *State of AI in Technology Marketing 2026* report is now available through Callan Consulting, and its findings signal a transformative period for marketing organizations. As AI continues to evolve, companies like NetApp are at the forefront, helping businesses leverage data and technology to foster innovation and growth. With an increasing reliance on AI, the call for strategic alignment between human creativity and technological advancement has never been more critical.

For further insights and access to the report and accompanying infographic, interested parties can visit Callan Consulting's official website.