CHICAGO, Aug.  05, 2026  (GLOBE NEWSWIRE) -- TransUnion (NYSE:TRU) today announced its research that found many organizations remain unprepared to scale AI effectively or clearly measure its business impact despite

TransUnion Research Reveals Growing AI Confidence-Readiness Paradox Among Marketers

TransUnion AI Readiness Study Highlights Data Barriers; Potential TRU Upside

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    <h3>Information</h3>
    <p>CHICAGO, Aug.  05, 2026  (GLOBE NEWSWIRE) -- TransUnion (NYSE:TRU) today announced its research that found many organizations remain unprepared to scale AI effectively or clearly measure its business impact despite</p>
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    <h3>AI Summary</h3>
    <p>TransUnion, via a UTA-backed survey, finds marketers are increasing AI investments but struggle with data fragmentation and limited platform visibility. The confidence-readiness paradox may boost demand for TRU’s data, identity, and measurement solutions to deliver auditable AI ROI, potentially expanding TRU&#039;s addressable market and revenue over the coming quarters.</p>
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    <h3>Key Points</h3>
    <ul><li>TransUnion releases AI readiness study with UTA findings. Investors should note data challenges.</li><li>89% expect AI marketing investment to rise in 12–24 months. Readiness gaps persist.</li><li>Data fragmentation: 42% incomplete data; 70% cross-channel blind spots.</li><li>TRU promotes data/identity measures as critical for AI ROI; potential demand tailwind.</li></ul>
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    <h3>Companies Mentioned</h3>
    <ul><li><strong>TransUnion (TRU)</strong>: Announced AI readiness research; positions TRU&#039;s data/identity offerings as critical for AI ROI.</li><li><strong>United Talent Agency (NA)</strong>: Provided brand advisory services for the study; private firm; backdrop supporting TRU&#039;s marketing data positioning.</li></ul>
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    <h3>Industry News</h3>
    <p>Industry News analysis: The article discusses AI readiness trends in marketing and frames TransUnion&#039;s data/identity capabilities as strategic in a data-fragmentation landscape, aligning with TRU&#039;s growth narrative in analytics and identity solutions.</p>
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    <h3>Market-Moving</h3>
    <ul><li>AI readiness paradox may expand demand for TRU&#039;s data/identity platforms.</li><li>Strength of connected identity could differentiate TRU vs peers.</li><li>No immediate earnings impact; sentiment hinges on enterprise AI adoption.</li><li>Regulatory/privacy developments could alter data-sharing tailwinds for TRU.</li></ul>
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    <h3>Key Facts</h3>
    <ul><li>89% of marketers expect AI-enabled marketing investment to increase in 12-24 months.</li><li>64% are confident they will achieve AI-enabled marketing goals.</li><li>42% rate people readiness as high.</li><li>36% rate data and process readiness as high.</li><li>48% say they have visibility into platform-level AI to optimize decisions.</li><li>42% report incomplete or missing data.</li><li>69% report data blind spots within walled gardens.</li><li>70% report cross-channel blind spots across the customer journey.</li></ul>
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    <h3>Trading Thesis</h3>
    <p>TRU could see modest upside in 6–12 months as brands demand connected data and identity solutions for scalable AI.</p>
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<link type="text/css" rel="stylesheet" href="https://www.globenewswire.com/styles/gnw_nitf.css"></link><p>CHICAGO, Aug.  05, 2026  (GLOBE NEWSWIRE) -- TransUnion (NYSE:<a class="ticker" href="https://www.benzinga.com/quote/TRU">TRU</a>) today announced its <a href="https://www.globenewswire.com/Tracker?data=KK_aTozFWshiitaXmLfMdz7fQj2F442AUuR5WCiPftgs91RRqMuImrRYn-QZDMcmjuMwvI12lCUYK3rfzlUAGST-jlArDpxP5QSvS4UCFCmUOi3SnQy96o9rqh9ytgZ8N2VUCetF8RTgphOtlD5KLKH0gJktcKnYEA0xEG7ZN0X_hSGmyGqirAlzks_z21rcozjpnNMHGjBKf7pPGl_EjzBPrE4YKZ5rjLCqVI0Xch3kuMf1nTY1t_umeWyUiXWtmtPqhgwA7MUr6vue8h84FSR3MJ70PIufTldH83WWI05L13P_lBl-o7ZJNljDN0OY" rel="nofollow" target="_blank">research</a> that found many organizations remain unprepared to scale AI effectively or clearly measure its business impact despite increasing investments in the capability.</p>    <p>TransUnion commissioned United Talent Agency’s (UTA) brand advisory division to survey 100 senior marketing and technology leaders at major U.S. brands. The findings reveal a confidence-readiness paradox. Marketers are increasingly confident AI will transform marketing, yet many lack the people, data and process foundations required to realize its full value, beyond efficiency improvements.</p>    <p><strong>Defining the confidence-readiness paradox:</strong></p>    <ul type="disc"><li><strong>AI investment is accelerating:</strong> 89% of marketers expect investment in AI-enabled marketing initiatives to increase over the next 12 to 24 months.</li><li><strong>Confidence outpaces readiness:</strong> 64% are confident they will achieve their AI-enabled marketing goals. However, only 42% rate their organization’s people readiness as high, while just 36% rate their data and process readiness as high.</li><li><strong>Transparency is lacking:</strong> Fewer than half (48%) say they have enough visibility into platform-level AI to make optimization decisions with confidence.</li><li><strong>Marketers are mostly focused on efficiency: </strong>65% of marketers measure AI success primarily through time and cost savings, but less than half use more advanced methodologies like marketing mix modeling, multi touch attribution and incrementality testing.<br></br><br></br></li></ul>    <p>&#34;Marketers are increasingly confident in AI&#39;s ability to drive business results, but many are still working to build the foundations needed to scale it effectively,&#34; said Matt Spiegel, EVP, TruAudience Growth Strategy, TransUnion. &#34;However, AI isn&#39;t a shortcut around data challenges. It&#39;s a force multiplier. Organizations that build strong foundations of trusted data, identity and measurement will be best positioned to close the gap between AI ambition and AI outcomes.&#34;</p>    <p><strong><em>The Barriers to AI Readiness</em></strong><br></br>The study found that data fragmentation remains one of the industry&#39;s biggest obstacles to AI readiness. The limitations inhibit marketers’ ability to evaluate AI’s effectiveness and achieve meaningful business outcomes.</p>    <p><strong>Top concerns related to data fragmentation</strong></p>    <ul type="disc"><li>42% reported incomplete or missing data</li><li>69% said data blind spots within walled gardens limit their ability to evaluate AI effectiveness</li><li>70% said cross-channel blind spots make it difficult to understand AI&#39;s impact across the customer journey<br></br><br></br></li></ul>    <p>As AI becomes more deeply embedded in marketing workflows, the findings suggest that transparency, independent measurement and connected data will become increasingly important competitive advantages.</p>    <p>&#34;What this research makes clear is that AI success is no longer defined by access to the technology itself,&#34; said Michael Burke, principal at UTA Advisory. &#34;The real differentiator is whether organizations can connect their data, measure outcomes and operationalize AI at scale.&#34;</p>    <p><a href="https://www.globenewswire.com/Tracker?data=WiJmJKMF94PazvOp4OwYW9YjtSiXPvCgAAPb251BYLkjwtYvIu5Tz--z5fK4VHv2VbKOd7x-NiM1HjoRSnhQeQqq7P2wAuLwwbLGLiqF-eebn6lIKw0VO68Cqd1HZJ3P7PN5OCEvjas64exDrL2-7KtQbRYF8XAUWrJ9lIm6pLuwKEZNPXhSsZRT4PMvqF_EY_Moy_bKL42xNuzPtcgrur1Jr-ky4Dk3seAypN3cmWL_-y8BpC4P7D1h2VOteFJDyARKRXqbWKEQPbqDyNtqpmwRHYLZLSnYfSCBtwtLdbQqg6dW0YOXtYYUa8eOdzMFKC0wxuesxjNZQu7iJbEgXA==" rel="nofollow" target="_blank">Click here</a> to read the full report exploring the AI confidence-readiness paradox and how marketers can leverage TransUnion’s robust data and connected identity to achieve meaningful ROI.</p>    <p><strong>About TransUnion (NYSE:<a class="ticker" href="https://www.benzinga.com/quote/TRU">TRU</a>) </strong><br></br>TransUnion is a global information and insights company with over 13,000 associates operating in more than 30 countries. We make trust possible by ensuring each person is reliably represented in the marketplace. We do this with a Tru&#x2122; picture of each person: an actionable view of consumers, stewarded with care. Through our acquisitions and technology investments we have developed innovative solutions that extend beyond our strong foundation in core credit into areas such as marketing, fraud, risk and advanced analytics. As a result, consumers and businesses can transact with confidence and achieve great things. We call this Information for Good<sup>&#xAE;</sup> — and it leads to economic opportunity, great experiences and personal empowerment for millions of people around the world. <a href="https://www.globenewswire.com/Tracker?data=Xy3qrLVQrVgLnfVcnqye-QWn3Lm2kTIwthfbljg9XnMEiVY5LiQpVWKiGq0UoyeFKHLmelTRwlHdbU1IRIbIV1g_w-SHJOuLcxoWYFxUqFLE3SjO4-mHjsYVB-eKKejd" rel="nofollow" target="_blank"><u>http://www.transunion.com/business</u></a></p>  <table style="border-collapse: collapse; width:100%; border-collapse:collapse ;"><tr><td style="max-width:20%; width:20%; min-width:20%;"><strong>Contact</strong></td><td style="max-width:80%; width:80%; min-width:80%;">Dave Blumberg</td></tr><tr><td> </td><td>TransUnion</td></tr><tr><td><strong>E-mail</strong></td><td>david.blumberg@transunion.com</td></tr><tr><td><strong>Telephone</strong></td><td>312-972-6646</td></tr></table><img alt="" class="__GNW8366DE3E__IMG" src="https://www.globenewswire.com/newsroom/ti?nf=OTgwMzU1OSM3NzU4NDM0IzIwMDk4NzQ="></img> <br></br><img alt="" src="https://ml.globenewswire.com/media/NWY3ZjAwOTktMzM3Yi00YmJhLTkzOTUtM2EwYjUxZDZiZTRiLTEwMjE0NDctMjAyNi0wOC0wNS1lbg==/tiny/TransUnion.png" referrerpolicy="no-referrer-when-downgrade"></img><p><a href="https://www.globenewswire.com/NewsRoom/AttachmentNg/8cc0f5ef-8284-496b-8554-d00cc2d898ea"><img src="https://ml.globenewswire.com/media/8cc0f5ef-8284-496b-8554-d00cc2d898ea/small/tulogo-blue-wcag-rgb-300x80-jpg.jpg" border="0" width="150" height="39" alt="Primary Logo"></img></a></p>

TransUnion, via a UTA-backed survey, finds marketers are increasing AI investments but struggle with data fragmentation and limited platform visibility. The confidence-readiness paradox may boost demand for TRU’s data, identity, and measurement solutions to deliver auditable AI ROI, potentially expanding TRU's addressable market and revenue over the coming quarters.

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TransUnion Research Reveals Growing AI Confidence-Readiness Paradox Among Marketers

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