New York, Jan. 28, 2026 (GLOBE NEWSWIRE) — Kaltura (NASDAQ: KLTR), a leader in the AI Video Experience Cloud, has released its latest report titled “The Next Era of Marketing: 2026 AI and Video Trends.” The report, which draws insights from a survey of over 300 senior marketing leaders across sectors such as technology, financial services, and healthcare, underscores the pivotal role that AI and video play in contemporary marketing, while also highlighting significant operational gaps.
The findings reveal that AI adoption among marketers is nearly universal; however, 99% of respondents indicate their AI tools function in isolation, lacking true integration into their operational frameworks. This fragmentation hampers organizations’ capacity to effectively orchestrate customer journeys and implement personalization at scale.
Personalization is increasingly recognized as a key driver of business performance, with 68% of marketers affirming its substantial impact on organizational growth. Nevertheless, true one-to-one personalization remains elusive, as 99% of respondents operate at the persona or segment level, with none successfully achieving individualized experiences at scale. Notably, 49% reserve personalization efforts exclusively for high-value accounts. The primary challenges cited include fragmented data across systems (62%) and compliance concerns (58%).
Kaltura’s recent acquisition of eSelf.ai, a provider of real-time AI avatars, illustrates the escalating demand for enhancing personalization capabilities within enterprises and the need for AI-driven solutions that can improve outcomes across sales, marketing, and customer success.
“2026 is going to be a pivotal year for organizations to shift away from isolated features and towards unified AI frameworks that create business-wide alignment, smarter workflows, and more intelligent customer experiences,” said Nohar Zmora, SVP and Head of Marketing at Kaltura. “With enterprise-grade infrastructure that fully integrates video data, organizations will be able to personalize at scale and meet every customer in the right moment. At Kaltura, we are already seeing huge demand for our new real-time AI avatars that marketers can embed into websites to provide visitors with personalized journeys.”
Video marketing has seen widespread adoption, with 56% of marketers ranking it among their top three preferred formats. Moreover, 69% report an increase in video production compared to the previous year, driven by factors such as higher engagement rates, enhanced sales enablement, and improved personalization.
Despite the ongoing issues with integration, the survey indicates notable progress in aligning marketing and revenue-focused teams. About 83% of respondents reported that their sales and customer success teams regularly utilize video-derived engagement metrics—including views, clicks, and event participation—to inform customer interactions. This trend signifies a move towards shared intelligence and more coordinated efforts across organizations.
“Video engagement has evolved into a true measure of intent, giving sales and customer success teams a clearer view of when and how to act,” Zmora noted. “Engagement is no longer the vanity metric it once was; it now serves as an irreplaceable source of insight into customer readiness to convert. Video data is delivering tangible results across various departments and is playing a critical role in shaping decisions further down the sales funnel.”
Despite the desire to expand video usage, several barriers to scaling video production persist, including slow approval cycles (28%), high production costs (17%), and limited in-house expertise or tools (13%). Interestingly, only 34% of marketers indicate they are increasing investments in automation to address these challenges.
“The Next Era of Marketing: 2026 AI and Video Trends” is available for download on Kaltura’s website.
About Kaltura
Kaltura is dedicated to creating and powering AI-infused hyper-personalized video experiences that enhance customer and employee engagement. Its Video Experience Cloud encompasses a range of solutions for enterprise and TV content management, along with a diverse array of Gen AI-infused video-first products, including Video Portals, LMS and CMS Video Extensions, Virtual Events and Webinars, Virtual Classrooms, and TV Streaming Applications. Kaltura engages millions of users across various domains, improving both customer and employee experiences in marketing, sales, customer success, teaching, learning, training, communication, collaboration, and entertainment. For more information, visit www.corp.kaltura.com.
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