New report reveals the infrastructure gap blocking enterprise AI and personalization initiatives, and the $2 trillion revenue opportunity at stake.

SAN FRANCISCO: Transcend, the autonomous "can I use this data?" platform that powers every data decision to scale customer growth, released The 2026 State of Customer Data in the World of AI, a report drawn from a survey of 228 senior IT and business leaders at enterprises with 5,000 or more employees.

The findings reveal a widening gap between enterprise AI ambition and the data infrastructure required to support it. Despite Boston Consulting Group (BCG) projections that $2 trillion in revenue will shift to personalization leaders over the next five years, most enterprises remain structurally unable to activate their first-party data with confidence.

The cost of fragmented permissions is measurable and growing

Among the report's key findings:

• 81% of enterprises had at least one AI initiative delayed, scaled back, or abandoned in the past 12 months
• The initiatives stalling most often were AI-driven marketing and segmentation (41%), data monetization (38%), and personalization (30%)
• 93% of organizations encountered permission and governance issues during the AI lifecycle, with two-thirds encountering them in pre-production
• Only 23% of engineering hours inside AI initiatives go toward building or enhancing features, while the remaining 77% are consumed by data infrastructure repair, consent compliance, and governance workarounds
• Only 15% of enterprises have all four foundational AI governance capabilities fully in place

"Governance will never work in the age of AI until permissions and business rules are encoded directly into the systems that process customer data," said Ben Brook, CEO and co-founder of Transcend. "The companies pulling ahead right now are not the ones with better privacy policies. They're the ones who shifted the 'Can I use this data?' question from a blocker that stalls every team to an answer their infrastructure delivers automatically."

The infrastructure gap behind stalled initiatives

The report identifies the root cause of stalled AI initiatives as architectural, not organizational. Legacy consent and preference platforms were built for a static data ecosystem: capturing consent at the point of collection without enforcing it in the downstream systems where data is actually consumed. As AI initiatives multiply and agentic systems pull customer data at machine speed, that gap between policy and enforcement becomes the primary barrier to revenue growth.

The report also introduces Encoded AI Governance, a framework defining what enterprise AI governance must do to actually function: determining what data an AI system can use, for what purpose, under what conditions, on whose authority, enforced automatically at runtime, and inside the systems where data is processed.

A phased path forward

The 2026 State of Customer Data in the World of AI report includes five best practices for turning customer data permissions into an operational driver of revenue and retention, a phased action brief with outcomes visible in 90 days, diagnostic questions for compliance, marketing, and engineering leadership, and six case studies from enterprises that have already closed the gap, including a Fortune 15 retailer that used Transcend to unblock retail media network revenue and a Fortune 30 telecom that unified consent management across 40 business entities.

Availability

The 2026 State of Customer Data in the World of AI report is available for download here.

Upcoming webinar

Transcend will host a live webinar on June 16, 2026 at 11:00 a.m. PT / 2:00 p.m. ET exploring practical approaches to encoded AI governance and first-party data activation. Ben Brook, CEO and co-founder, will be joined by Andrew Moon, Head of Communications, Policy, and Brand, to walk enterprise leaders through a maturity diagnostic, four principles for scaling AI governance, and an action framework for immediate application. Register for that session here.

About Transcend

Transcend is the only autonomous "can I use this data?" platform that powers every data decision to scale customer growth.

Fortune 500 companies and emerging category leaders leverage Transcend to encode complete data use permissions directly into the enterprise systems that process customer data, delivering a real-time source of truth for consent, preferences, and business rules. The result is superior data quality, ethical use that protects the brand, and audit-ready compliance at scale.

Founded in 2017 by Ben Brook (CEO) and Mike Farrell (CTO), Transcend is headquartered in the San Francisco Bay Area and has been recognized as a Leader in IDC's MarketScape for Worldwide Data Privacy Compliance Software and twice named to the Deloitte Technology Fast 500™

Fonte: Business Wire