Tealium today released its sixth annual Future of Customer Data Report, revealing insights into how organizations are leveraging customer data platforms (CDPs) to drive business success in an AI era. The study surveyed 1,200 global professionals across industries, examining both CDP and non-CDP users at various stages of maturity.

Below are key insights and findings from the report.

AI and Machine Learning (ML): The Next Frontier in Customer Data Management

The study reveals a transformative shift in how organizations are leveraging AI and ML through their CDP investments.

• 81% of CDP users reported high satisfaction with their platform’s ability to support AI and ML projects, marking CDPs as critical enablers of AI innovation.

• More than 54% of users identify real-time insights and predictive analytics as a primary benefit of combining AI with their CDP.

• Respondents state they are able to better scale their business with AI, with confidence going from 35% to 46% when using a CDP. Additionally, 84% say a CDP makes AI tasks and projects easier.

The research highlights a growing divide between CDP and non-CDP users in AI capabilities. Non-CDP users face increased challenges in supporting AI and ML projects, particularly in areas of data accuracy and privacy compliance, with significantly higher data wrangling requirements. CDP users also report streamlined AI implementation processes and faster time-to-value for their AI initiatives.

“Organizations that are successful with AI start with the quality of their data. The key is establishing robust data governance and quality controls that enable AI models to leverage unified, trustworthy customer data while maintaining compliance. This foundation allows enterprises to deliver real-time, personalized experiences at scale while protecting consumer privacy and meeting regulatory requirements. By implementing proper data governance frameworks, data leaders can confidently deploy AI initiatives that drive measurable business outcomes,” says Jeff Lunsford, CEO of Tealium.

The study also reveals that organizations successfully combining CDPs with AI initiatives are seeing breakthrough results in:

• Customer lifetime value prediction

• Churn prevention

• Next-best-action recommendations

• Real-time CX optimization

• Automated audience segmentation and targeting

Real-Time Data Management Emerges as Critical Success Factor

The report found that real-time data management has become indispensable, with 90% of respondents identifying it as crucial for business success. Organizations using CDPs report significantly higher satisfaction rates and success metrics compared to non-users, particularly in their ability to meet customers at critical moments in their buying journeys.

For instance, Rohrman Auto Group, one of the largest automotive groups in the Midwest region of the United States, has been innovating with real-time data strategies, experiencing immense success and achieving greater ROI with Tealium’s CDP.

“Having the ability to own our first-party data is critical, especially in the highly-competitive and dynamic automotive industry,” said Ryan Rohrman, CEO of Rohrman Auto Group. “With Tealium’s real-time CDP, we are able to better understand our customers and engage with them in the moments that matter most, overall achieving increased business efficiency, enhanced marketing strategies, and improved data governance and quality.”

Data Privacy and Compliance Confidence

As global privacy regulations continue to evolve, the report highlights a significant advantage for CDP users in managing compliance requirements.

• 91% of CDP users express confidence in handling changes to data privacy regulations vs. 76% of non-CDP users.

• 68% of respondents increased investment in first-party data strategies as a result of shifting privacy regulations.

• 36% of respondents say that privacy and regulatory compliance is within their ‘top three use cases’ for a CDP, next to customer acquisition (37%) and customer retention (43%).

Overall, CDP users experience benefits around enhanced data security and compliance with global regulations like GDPR, CCPA, and HIPAA.

To view the full insights and findings, download the 2025 Future of Customer Data Report Now.