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HELSINKI, Feb. 24, 2026 /PRNewswire/ -- Supermetrics, the Marketing Intelligence Platform trusted by thousands of marketing teams, today released its 2026 Marketing Data Report based on a global survey of marketers at leading brands and agencies.
The report finds that leadership urgency around AI continues to rise, with 80% of marketers feeling pressure to adopt AI. Yet only 6% have fully implemented it in their workflows, due to limited data access and trust in AI. Pressure comes largely from the top, with respondents attributing 89% of AI adoption pressure to the C-suite and board.
That pressure lands squarely on marketing teams who lack control over the very data foundations AI requires. More than half of respondents (52%) said external teams define their data strategy and measurement, while 50% wait 1–3 business days for data team support and just 7% receive real-time support.
In that environment, trust and clarity inevitably suffer. Only 18% reported high trust in AI, 37% lacked a clear AI strategy from leadership, and 39% expressed concerns about AI data privacy. Financial strain deepens the challenge as 55% of marketers face pressure to cut costs while maintaining results, and nearly four in ten still struggle to prove ROI across channels, heightening scrutiny on every marketing dollar.
"AI can accelerate marketing performance, but only if the data behind it is strong," said Anssi Rusi, CEO of Supermetrics. "When marketing teams have clean, structured, and up-to-date data at their fingertips, they can move beyond testing and start making AI-powered decisions with real business impact."
Trusted by brands including BBC, Heineken, Levi's and L'Oréal,Supermetrics helps marketers strengthen their data foundations, reduce manual reporting, and move from fragmented insights to real-time activation. The 2026 Marketing Data Report underscores the need for unified data, clearer ownership, and measurable outcomes, areas where organizations must invest before scaling AI. By connecting data across systems and enabling faster, more reliable decision-making, Supermetrics equips marketing teams to close the gap between AI ambition and measurable performance.
For the full Supermetrics 2026 Marketing Data Report, click here.
About Supermetrics
Supermetrics is a marketing intelligence platform that helps organizations move from understanding past performance to driving future action. Trusted by more than 200,000 companies in 120 countries, Supermetrics unifies the marketing intelligence workflow from data connectivity to insight to activation, enabling confident, revenue-focused decisions. Founded in 2013 and headquartered in Helsinki, the company employs more than 400 people across offices in Helsinki, Dublin, and Singapore, with teams spanning APAC, Europe, and North America. Processing 15% of global advertising spend, Supermetrics helps brands and agencies navigate marketing with confidence in today's evolving data landscape. Learn more at www.supermetrics.com
Media Contact:
Devonne Spence
Supermetrics
devonne.spence@supermetrics.com
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HELSINKI, Feb. 24, 2026 /PRNewswire/ -- Supermetrics, the Marketing Intelligence Platform trusted by thousands of marketing teams, today released its 2026 Marketing Data Report based on a global survey of marketers at leading brands and agencies.
The report finds that leadership urgency around AI continues to rise, with 80% of marketers feeling pressure to adopt AI. Yet only 6% have fully implemented it in their workflows, due to limited data access and trust in AI. Pressure comes largely from the top, with respondents attributing 89% of AI adoption pressure to the C-suite and board.
That pressure lands squarely on marketing teams who lack control over the very data foundations AI requires. More than half of respondents (52%) said external teams define their data strategy and measurement, while 50% wait 1–3 business days for data team support and just 7% receive real-time support.
In that environment, trust and clarity inevitably suffer. Only 18% reported high trust in AI, 37% lacked a clear AI strategy from leadership, and 39% expressed concerns about AI data privacy. Financial strain deepens the challenge as 55% of marketers face pressure to cut costs while maintaining results, and nearly four in ten still struggle to prove ROI across channels, heightening scrutiny on every marketing dollar.
"AI can accelerate marketing performance, but only if the data behind it is strong," said Anssi Rusi, CEO of Supermetrics. "When marketing teams have clean, structured, and up-to-date data at their fingertips, they can move beyond testing and start making AI-powered decisions with real business impact."
Trusted by brands including BBC, Heineken, Levi's and L'Oréal,Supermetrics helps marketers strengthen their data foundations, reduce manual reporting, and move from fragmented insights to real-time activation. The 2026 Marketing Data Report underscores the need for unified data, clearer ownership, and measurable outcomes, areas where organizations must invest before scaling AI. By connecting data across systems and enabling faster, more reliable decision-making, Supermetrics equips marketing teams to close the gap between AI ambition and measurable performance.
For the full Supermetrics 2026 Marketing Data Report, click here.
About Supermetrics
Supermetrics is a marketing intelligence platform that helps organizations move from understanding past performance to driving future action. Trusted by more than 200,000 companies in 120 countries, Supermetrics unifies the marketing intelligence workflow from data connectivity to insight to activation, enabling confident, revenue-focused decisions. Founded in 2013 and headquartered in Helsinki, the company employs more than 400 people across offices in Helsinki, Dublin, and Singapore, with teams spanning APAC, Europe, and North America. Processing 15% of global advertising spend, Supermetrics helps brands and agencies navigate marketing with confidence in today's evolving data landscape. Learn more at www.supermetrics.com
Media Contact:
Devonne Spence
Supermetrics
devonne.spence@supermetrics.com
Photo: https://mma.prnasia.com/media2/2918441/Supermetrics_Report_2026.jpg?p=medium600
Photo: https://mma.prnasia.com/media2/2919064/Supermetrics_Anssi_Rusi.jpg?p=medium600
Logo: https://mma.prnasia.com/media2/2918440/Supermetrics_Logo.jpg?p=medium600
** The press release content is from PR Newswire. Bastille Post is not involved in its creation. **
Only 6% of Marketers Have Fully Implemented AI, According to New Supermetrics Report
Only 6% of Marketers Have Fully Implemented AI, According to New Supermetrics Report
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JAKARTA, Indonesia, June 9, 2026 /PRNewswire/ -- Malaysia Healthcare Travel Council (MHTC), together with Tourism Malaysia, recorded strong visitor engagement at Malaysia Fair Jakarta 2026, held from 4 to 7 June 2026 at Gandaria City, underscoring sustained interest among Indonesian consumers in Malaysia's healthcare, wellness and travel offerings. Organised in conjunction with Malaysia Year of Medical Tourism 2026 (MYMT 2026), themed "Healing Meets Hospitality", the initiative brings together healthcare providers, tourism stakeholders and educational institutions under one roof, offering Indonesian visitors exclusive access to world-class healthcare services, travel experiences and study opportunities.
A key highlight of the fair was the participation of 20 Malaysian healthcare providers including MHTC's Flagship Medical Tourism Hospitals namely Island Hospital Penang, Institut Jantung Negara, Mahkota Medical Centre, and Subang Jaya Medical Centre, alongside its member hospitals such as Alpha IVF & Women's Specialists, Ampang Puteri Specialist Hospital, Cengild G.I Medical Centre, Damansara Specialist Hospital, Damansara Specialist Hospital 2, GenPrime Everlink Fertility Centre, Hospital Picaso, MSU Medical Centre, Northern Heart Hospital Penang, OasisEye Specialists, Optimax Eye Specialist Centre, Penang Adventist Hospital, Puteri Specialist Hospital, Regency Specialist Hospital, Sunway Medical Centre, and Sunway Medical Centre Penang.
For those looking to book vacations, seven top travel agencies, including Dwidaya Tour, TX Travel, Habibi Tours, Baltic Golf & Travel Specialist, A&L Holidays, AWB Cruise, and Golden Rama Tours & Travel, are on-site, offering curated leisure packages alongside the official airline partner, Malaysia Airlines. Beyond health and travel, renowned higher education institutions such as Taylor's University, UCSI University, INTI International University, Todak Academy, and MILA University are on hand to consult with prospective students and parents. Visitors are given a range of travel and medical offerings to choose from, spanning specialist healthcare services, wellness experiences, tourism packages and destination showcases, as well as direct engagements with Malaysian healthcare providers.
"Malaysia Fair 2026 reflects our continued commitment to strengthening Malaysia Healthcare's presence in Indonesia, particularly in Jakarta, as one of our most important and high-potential markets. Through this platform, we aim to bring trusted Malaysian healthcare closer to Indonesian communities while reinforcing Malaysia's position as a preferred destination for quality healthcare, compassionate care, and seamless patient experience," said Mr Suriaghandi Suppiah, Chief Executive Officer of MHTC.
The fair was officially launched in the presence of MHTC's brand ambassador, Dato' Sri Siti Nurhaliza, whose participation underscored Malaysia's broader efforts to promote the country's medical tourism industry through a combination of medical excellence, hospitality, and cultural familiarity. As one of Malaysia's most recognised public figures with a strong following in Indonesia, Dato' Sri Siti Nurhaliza highlighted the importance of leveraging people-to-people connections to strengthen confidence in Malaysia's healthcare among regional audiences. "My TTC journey took almost 10 years, and I understand how important it is for patients to receive not only quality treatment but also reassurance, understanding, and hope throughout the process. As a Malaysian, I am proud to help share the strengths of Malaysia Healthcare with our friends in Indonesia and the wider region," she said.
The initiative comes at a time when Indonesia remains Malaysia Healthcare's largest and most important source market. In 2025 alone, Indonesia contributed approximately RM2.2 billion in healthcare travel revenue to Malaysia, representing a 23% year-on-year increase in revenue and a 16% increase in healthcare traveller arrivals compared to 2024. Meanwhile, over 970,000 Indonesian healthcare travelers visited Malaysia, indicating ongoing trust in Malaysia's healthcare system. Major treatment areas for Indonesian patients include health screening, gastroenterology, cancer treatment, endocrinology, cardiology, and orthopaedic surgery, highlighting Malaysia's capability to provide wide-ranging and specialized care for regional patients.
The event is also supported by strategic partners including Econolab, JavaMifi, Sheraton Grand Jakarta Gandaria City Hotel and Batik Air, whose participation further enhances the overall visitor experience and strengthens cross-industry collaboration in support of Malaysia Healthcare's outreach efforts in Indonesia.
ENDS
For media inquiries and further information, please contact:
Siti Hamidah Mohd Najib
Senior Executive, PR and Media Unit
Communications
+603 8776 6168
hamidah.m@mhtc.org.my
Mohamad Shahizam Fauzi
Head, Communications
+603 8776 6168
shahizam.f@mhtc.org.my
About Malaysia Healthcare Travel Council
Malaysia Healthcare Travel Council (MHTC), established in 2009 under the purview of the Ministry of Health (MOH) Malaysia, is entrusted with developing and nurturing the "Malaysia Healthcare" brand. MHTC enhances, coordinates, and promotes Malaysia's healthcare travel industry by fostering industry collaborations and building valuable public-private partnerships both domestically and internationally. With 82 member hospitals nationwide, MHTC continues to elevate the healthcare travel ecosystem through strong branding, seamless patient experiences, and strategic market initiatives. In line with these efforts, MHTC is spearheading the Malaysia Year of Medical Tourism (MYMT) 2026, the nation's first dedicated year to celebrate and advance healthcare travel. MYMT 2026 serves as a milestone initiative to showcase Malaysia's world-class healthcare offerings, strengthen its position as the premier global healthcare destination, and highlight the industry's significant contribution to the national economy. MHTC's website: https://www.malaysiahealthcare.org.
JAKARTA, Indonesia, June 9, 2026 /PRNewswire/ -- Malaysia Healthcare Travel Council (MHTC), together with Tourism Malaysia, recorded strong visitor engagement at Malaysia Fair Jakarta 2026, held from 4 to 7 June 2026 at Gandaria City, underscoring sustained interest among Indonesian consumers in Malaysia's healthcare, wellness and travel offerings. Organised in conjunction with Malaysia Year of Medical Tourism 2026 (MYMT 2026), themed "Healing Meets Hospitality", the initiative brings together healthcare providers, tourism stakeholders and educational institutions under one roof, offering Indonesian visitors exclusive access to world-class healthcare services, travel experiences and study opportunities.
A key highlight of the fair was the participation of 20 Malaysian healthcare providers including MHTC's Flagship Medical Tourism Hospitals namely Island Hospital Penang, Institut Jantung Negara, Mahkota Medical Centre, and Subang Jaya Medical Centre, alongside its member hospitals such as Alpha IVF & Women's Specialists, Ampang Puteri Specialist Hospital, Cengild G.I Medical Centre, Damansara Specialist Hospital, Damansara Specialist Hospital 2, GenPrime Everlink Fertility Centre, Hospital Picaso, MSU Medical Centre, Northern Heart Hospital Penang, OasisEye Specialists, Optimax Eye Specialist Centre, Penang Adventist Hospital, Puteri Specialist Hospital, Regency Specialist Hospital, Sunway Medical Centre, and Sunway Medical Centre Penang.
For those looking to book vacations, seven top travel agencies, including Dwidaya Tour, TX Travel, Habibi Tours, Baltic Golf & Travel Specialist, A&L Holidays, AWB Cruise, and Golden Rama Tours & Travel, are on-site, offering curated leisure packages alongside the official airline partner, Malaysia Airlines. Beyond health and travel, renowned higher education institutions such as Taylor's University, UCSI University, INTI International University, Todak Academy, and MILA University are on hand to consult with prospective students and parents. Visitors are given a range of travel and medical offerings to choose from, spanning specialist healthcare services, wellness experiences, tourism packages and destination showcases, as well as direct engagements with Malaysian healthcare providers.
"Malaysia Fair 2026 reflects our continued commitment to strengthening Malaysia Healthcare's presence in Indonesia, particularly in Jakarta, as one of our most important and high-potential markets. Through this platform, we aim to bring trusted Malaysian healthcare closer to Indonesian communities while reinforcing Malaysia's position as a preferred destination for quality healthcare, compassionate care, and seamless patient experience," said Mr Suriaghandi Suppiah, Chief Executive Officer of MHTC.
The fair was officially launched in the presence of MHTC's brand ambassador, Dato' Sri Siti Nurhaliza, whose participation underscored Malaysia's broader efforts to promote the country's medical tourism industry through a combination of medical excellence, hospitality, and cultural familiarity. As one of Malaysia's most recognised public figures with a strong following in Indonesia, Dato' Sri Siti Nurhaliza highlighted the importance of leveraging people-to-people connections to strengthen confidence in Malaysia's healthcare among regional audiences. "My TTC journey took almost 10 years, and I understand how important it is for patients to receive not only quality treatment but also reassurance, understanding, and hope throughout the process. As a Malaysian, I am proud to help share the strengths of Malaysia Healthcare with our friends in Indonesia and the wider region," she said.
The initiative comes at a time when Indonesia remains Malaysia Healthcare's largest and most important source market. In 2025 alone, Indonesia contributed approximately RM2.2 billion in healthcare travel revenue to Malaysia, representing a 23% year-on-year increase in revenue and a 16% increase in healthcare traveller arrivals compared to 2024. Meanwhile, over 970,000 Indonesian healthcare travelers visited Malaysia, indicating ongoing trust in Malaysia's healthcare system. Major treatment areas for Indonesian patients include health screening, gastroenterology, cancer treatment, endocrinology, cardiology, and orthopaedic surgery, highlighting Malaysia's capability to provide wide-ranging and specialized care for regional patients.
The event is also supported by strategic partners including Econolab, JavaMifi, Sheraton Grand Jakarta Gandaria City Hotel and Batik Air, whose participation further enhances the overall visitor experience and strengthens cross-industry collaboration in support of Malaysia Healthcare's outreach efforts in Indonesia.
ENDS
For media inquiries and further information, please contact:
Siti Hamidah Mohd Najib
Senior Executive, PR and Media Unit
Communications
+603 8776 6168
hamidah.m@mhtc.org.my
Mohamad Shahizam Fauzi
Head, Communications
+603 8776 6168
shahizam.f@mhtc.org.my
About Malaysia Healthcare Travel Council
Malaysia Healthcare Travel Council (MHTC), established in 2009 under the purview of the Ministry of Health (MOH) Malaysia, is entrusted with developing and nurturing the "Malaysia Healthcare" brand. MHTC enhances, coordinates, and promotes Malaysia's healthcare travel industry by fostering industry collaborations and building valuable public-private partnerships both domestically and internationally. With 82 member hospitals nationwide, MHTC continues to elevate the healthcare travel ecosystem through strong branding, seamless patient experiences, and strategic market initiatives. In line with these efforts, MHTC is spearheading the Malaysia Year of Medical Tourism (MYMT) 2026, the nation's first dedicated year to celebrate and advance healthcare travel. MYMT 2026 serves as a milestone initiative to showcase Malaysia's world-class healthcare offerings, strengthen its position as the premier global healthcare destination, and highlight the industry's significant contribution to the national economy. MHTC's website: https://www.malaysiahealthcare.org.
** This press release is distributed by PR Newswire through automated distribution system, for which the client assumes full responsibility. **
Strong Indonesian Demand Reinforces Malaysia Healthcare's Growth at Malaysia Fair 2026
