After years of enterprise shopping sprees involving platforms, dashboards, clouds, copilots and whatever else was demoed over steak dinners, Merkle has delivered a blunt diagnosis: most brands still can't get content out the door without three approval chains, six spreadsheets and a junior marketer chasing assets on Slack at 9:47 p.m.
The report, Orchestrating the Content Ecosystem, says companies spent billions on tech stacks and AI with dreams of faster speed to market, lower costs and happier customers. Instead, many got manual workflows, scattered assets and teams that communicate mainly through passive aggression.