Klaviyo commissioned Forrester Consulting to study how technology fragmentation affects B2C organizations' ability to understand customers, execute efficiently, adopt AI, and drive revenue growth.

The research finds that while marketers see significant opportunity in AI, the technology and data foundations beneath their organizations are not ready to support it: the average campaign runs across 25 marketing tools, 23 data sources, and 16 people, and this sprawl raises annual costs by as much as 26%. Over half of decision-makers say their customer data is difficult to act on, and 45% find it very challenging to convert that data into actionable insight — evidence that AI efforts stall from a lack of trustworthy inputs rather than a shortage of use cases.

Brands that consolidate their tech stack and unify customer data see measurable gains, with marketers expecting fewer tools to deliver 12% faster campaign execution, 13% better process efficiency, and 12% better AI adoption year over year. With 55% of organizations already planning to expand or upgrade their CRM, the findings make the case that addressing fragmentation is the prerequisite for AI readiness and sustained B2C revenue growth, not a parallel workstream to it.