New research finds that companies with documented data governance are more than three times as likely to achieve their expected returns from artificial intelligence investments.
New York, 11 November 2026 – Artificial intelligence is becoming an important part of business operations, helping organizations make decisions, manage customer relationships, and improve productivity. However, as companies invest more in AI tools, the quality of the data behind these systems is becoming equally important. New research from Convertr highlights how strong data governance can make a significant difference in achieving returns from AI investments.
According to a survey of 176 marketing and revenue operations leaders at US companies, 84% of teams with documented data governance processes achieved or exceeded their expected return on investment (ROI) from AI deployments. In comparison, just 27% of teams with significant gaps in data governance, or no formal processes, achieved similar results. The survey was conducted between May and August 2026.
The findings highlight an important challenge for businesses adopting AI. While organizations may have access to advanced technology, inaccurate, incomplete, or poorly managed information can affect the results these systems produce. AI tools often process customer and business records within seconds. When incorrect information enters a system, it can influence customer targeting, lead scoring, sales decisions, and marketing activities before employees have an opportunity to identify the problem.
The research also points to a growing disconnect between sales and marketing teams. Around 95% of respondents said missing or unenforced data standards create misalignment between the two departments, affecting business opportunities and revenue. Seventy percent described the impact as moderate to severe.
Another finding raises questions about how much businesses trust their own information. Although 71% of respondents said they trusted their customer relationship management (CRM) data, 76% had made an important marketing or pipeline decision using information that later proved incorrect or was suspected to be inaccurate.
Emma Bowkett, CEO of Convertr, emphasized that data governance should be treated as a leadership responsibility rather than an administrative task. She noted that sales and marketing teams need to agree on common standards so every record entering the business system meets the required expectations.
To address these challenges, Convertr identified three important practices. First, sales and marketing teams should agree on the information required in every incoming customer record. Second, businesses should introduce verification checks before information enters their CRM systems. Third, a specific team or individual should take responsibility for maintaining data accuracy.
These measures can help organizations identify problems earlier, reduce errors, and ensure that AI-powered workflows operate with reliable information. As businesses move toward more automated operations, the importance of trustworthy data will continue to grow.
The research offers a clear message for organizations planning their next phase of digital transformation. Investing in AI is important, but preparing the information that powers it is equally essential. Strong data governance can help businesses make better decisions, improve operational efficiency, and gain greater value from their AI investments.
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