The future is calling: How AI is reshaping call tracking

It’s safe to say that call tracking is no longer just a ‘nice to have’. It’s become a core part of how marketers understand and improve their campaigns. And according to our latest research in the 2025 State of call tracking report, that trend is only picking up speed.

Let’s start with the basics: 94% of marketers we surveyed say they’ll keep investing in call tracking over the next year, with more than a quarter (27%) planning to increase their investment. That’s a pretty strong signal that call tracking is delivering value – and fast becoming non-negotiable for data-driven teams.

Call tracking isn’t just a numbers game

But what’s really interesting is how marketers are using call tracking. It’s not just about counting calls.

“62% of our respondents told us they’re using call tracking more strategically to inform decision-making than they were last year,” says Michael Morrell, CEO at Mediahawk. “That shift shows a growing confidence in the data – and a deeper appreciation for what call insights can reveal.”

“62% of our respondents told us they’re using call tracking more strategically to inform decision-making than they were last year. That shift shows a growing confidence in the data – and a deeper appreciation for what call insights can reveal.”
– Michael Morrell, CEO, Mediahawk

How does AI play a role in call tracking?

We’re already seeing major leaps with AI – like automatic call summaries, intent and outcome detection, and real-time reporting. But what happens after that? Where does call tracking go once the basics of automation and integration become the norm?

We asked marketers what they expect from the future of call tracking – and more specifically, how they see AI playing a role. The answers were varied, but one thing’s clear: people are ready for AI to do more of the heavy lifting.

Here’s what they’re hoping for:

• More automation: Things like CRM updates and report generation that free up time and reduce errors.
• Smarter analysis: Digging deeper into calls and user journeys to spot customer needs and intent.
• Predictive insights: Helping teams shift from reactive reporting to proactive marketing.
• Seamless integrations: Tighter alignment with the full martech stack to boost efficiency.
• Personalisation: Using insights to create better, more human experiences for callers.

In other words, marketers don’t just want more data – they want smarter data, and tools that turn insights into action without needing to dig through spreadsheets.

Call tracking is here to stay

We also heard a few mixed opinions on where call tracking fits in a world dominated by digital. “But here’s the thing,” says Michael. “While some expect online chat and automation to take over, call volumes are still rising. That tells us phone calls are far from dead – in fact, they’re becoming more valuable.

“When someone picks up the phone, it usually means they’re serious. They’re ready to talk, ask questions, and buy. That’s not a moment any marketer wants to ignore – especially when it can reveal so much about what’s working and what’s not.”

What should marketers do now?

The future isn’t some far-off concept. In many ways, it’s already here. Platforms like Mediahawk are already building advanced AI into the day-to-day – from call summaries and outcome analysis, to seamless CRM integrations.

The next step is using those tools not just to track what’s happening, but to predict, optimise, and connect every customer interaction. Whether it’s digital, offline, or on the phone, marketers need visibility into the whole journey – and call tracking is the missing piece that brings it all together.

Call tracking is evolving. AI is accelerating that evolution. And for marketers who want to stay ahead? Now’s the time to lean in.