Growing optimism about GenAI’s future impact is fueling new marketing investments that prioritize growth and not only efficiencies, according to BCG’s annual global survey of 200 CMOs. To support this strategic shift from experimentation to scaling, CMOs now need to focus on measurement, talent, and the implementation of end-to-end processes.
- Shifting strategic focus. By implementing processes for rapid scaling, CMOs can prioritize investments that will unlock growth in the next tier of use cases in areas such as content, personalization, and agents.
- Enhancing measurement. Increased scrutiny on performance and ROI will require CMOs to reinforce the strong measurement foundation they have built over the last few years.
- Upskilling in-house talent. A shortage of GenAI talent means that upskilling existing teams is now an imperative. CMOs are working with IT business teams on new AI guidelines and are deploying a range of creative options to train teams.
- CMOs Are Backing Big Expectations with Big Investments
- GenAI Is Now Directing the Content Show
- How AI Powers Personalization and Insight Generation
- The Rise of Agentic AI in Marketing
- Measurement Powers the GenAI Flywheel