By 2026, AI has become a core engine for business growth and competitive advantage. However, unlocking the full value of AI requires more than advanced technology—it demands a strong data foundation and a robust customer management system.
Many organizations continue to increase their AI budgets year after year. In fact, 85% of organizations worldwide increased AI investment over the past 12 months, and 91% plan to increase it again this year. Yet, despite this growing investment, many businesses still struggle to achieve meaningful AI ROI.
The root cause is not AI itself—but fragmented data and disconnected systems.
Businesses that lack a centralized Customer Platform often face the same challenges: data silos, lower-than-expected AI ROI, and inconsistent customer experiences.
Operating without a Customer Platform is like building a house on sand. No matter how much you invest in AI, sustainable results are difficult to achieve.
Data Silos
Customer data is stored across multiple systems and departments without integration. As a result, teams lack a true, unified view of the customer, making accurate analysis and decision-making difficult.
Studies show that 82% of organizations report data silos negatively impact critical business operations, while 68% of collected data is never analyzed or used.
As a result, executives are often forced to make decisions based on only a fraction of available information.
In fact, most businesses rely on just 20% of their data to make 100% of critical decisions, while the remaining data is scattered across systems or too poor in quality to use. This clearly illustrates that when data is not centralized, AI cannot access the full picture.
Low AI ROI
AI depends on large volumes of complete, contextual data. When data is fragmented or unstructured, AI lacks the necessary context to deliver accurate insights.
It is therefore unsurprising that many organizations fail to realize the expected ROI from AI initiatives.
Recent reports reveal that 80% of organizations identify data silos as the number one obstacle to achieving automation and AI goals.
Additionally, Deloitte’s 2025 research shows that one in four executives believe poor data and infrastructure readiness is the primary reason AI ROI falls short.
Simply put, AI without data readiness is like an engine without fuel.
Inconsistent and Poor Customer Experience
When customer data is not centralized, Marketing, Sales, and Service teams operate on different datasets. This leads to fragmented customer experiences, such as duplicate or conflicting messages, repeated offers, or unresolved issues not being passed between teams.
Data silos result in outdated and inconsistent information, reducing personalization and accuracy. Research consistently shows that data silos cause:
Without a holistic customer view, businesses cannot deliver truly personalized experiences—leading to lower customer satisfaction and loyalty.
The solution is clear: build a Customer Platform that unifies customer data and business processes across the organization, fully ready for AI.
A Customer Platform acts as the digital heart of the business—circulating data across CRM, Marketing, Sales, Service, and analytics systems on a single data foundation.
For example, HubSpot Customer Platform consolidates marketing, sales, service, and content management into one unified system, enabling all teams to work from a single source of truth.
Key Benefits of a Customer Platform
360-Degree Customer View
Customer Platforms collect data from every touchpoint—websites, social media, email, sales interactions, and support channels—creating a true 360° customer view.
Centralized data enables faster, more accurate decisions, ensures no critical information is lost, and allows AI to generate more precise, proactive recommendations.
Built-In Automation and AI for Efficiency
Platforms like HubSpot embed automation and AI directly into workflows, reducing repetitive tasks and accelerating execution.
AI doesn’t replace people—it augments employees, enabling smarter, higher-impact work.
Alignment Across Marketing, Sales, and Service
When all teams operate on one platform, data gaps disappear. Marketing passes qualified leads to Sales with full context, while Service teams access complete customer histories to resolve issues effectively.
This alignment delivers measurable results:
Scalability and Future Readiness
A strong Customer Platform must scale with the business—handling growing data volumes, supporting new use cases, and integrating external systems via APIs.
Predictive analytics further empower organizations to identify new opportunities and adjust strategies quickly in fast-changing markets.
HubSpot Customer Platform is a fully integrated solution for Marketing, Sales, and Service, with AI embedded throughout the system.
In late 2025, HubSpot announced a major platform update focused on building hybrid human–AI teams under the vision: “Connect data. Empower people. Build AI teams.”
Key advancements include:
HubSpot’s vision is clear: AI should be seamlessly embedded into everyday work, allowing teams to focus on strategy and creativity while AI handles execution and analysis.
Ourgreenfish Co., Ltd. is a digital transformation and MarTech specialist with over 18 years of experience and an official HubSpot Solutions Partner since 2018.
We deliver end-to-end HubSpot CRM implementation across industries, including:
Our clients have achieved:
We also help organizations fully leverage HubSpot’s AI capabilities—from AI content creation and predictive analytics to personalization and AI-driven workflows—ensuring seamless, ROI-driven adoption.
In the AI era, having an AI-ready Customer Platform is no longer optional—it is essential.
Businesses with fragmented data will never fully unlock AI’s potential. In contrast, organizations that centralize data and build AI-ready platforms gain:
HubSpot Customer Platform exemplifies how unified data and embedded AI can transform operations into intelligent, automated growth engines.
For business leaders, investing in a Customer Platform is not just a technology decision—it is a strategic growth partnership.
In an increasingly competitive landscape, those who integrate AI with a strong data foundation will be the ones who thrive.
References
Read more articles : By 2026, without a customer platform, will businesses be unable to utilize AI to its full potential? (ปี 2026 ถ้าไม่มี Customer Platform ธุรกิจจะใช้ AI ได้ไม่เต็มศักยภาพ?)
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