How CMOs Are Turning AI Optimism into Action

Is AI still “optional” for marketing leaders? The data shows, not anymore.

Adopting AI into the marketing organization is quickly moving from experimental to essential, and CMOs are leading the charge. 

From content creation to predictive analytics, today’s marketing leaders see AI as a driver of growth. 

Let’s dive into the latest research to see how CMOs are acting on AI. 

• AI Moves from Optional to Operational
• How CMOs Are Executing GenAI at Scale
• Where CMOs Are Betting Big on AI
• Tackling AI Talent and Trust Challenges Head-On
• Final Thoughts
• Quick Solutions
• FAQ: How Do I Effectively Integrate AI into My Marketing Strategy for Sustainable, Measurable Growth?

AI Moves from Optional to Operational

In 2025, 83% of CMOs expressed optimism about GenAI, according to the Boston Consulting Group (BCG). That’s up from 74% in 2023.

In fact, according to IBM, 81% of CMOs view AI as a game-changer.

BCG research shows CMOs view the technology as a growth driver, reporting that 60% of CMOs estimate incremental growth rates of 5% or more in their focus areas.

In short, CMOs are channeling their optimism into investments that will turn AI into a competitive advantage for their organizations. 

How CMOs Are Executing GenAI at Scale

The top three areas of marketing that have seen the most transformation from GenAI, says BCG, are customer experience, content and customer insights.

Within the area of content creation, CMOs say they are already deploying GenAI the most for:

1. Translation into multiple languages.
2. Image enhancements.
3. Audio generation (voice-overs, music generation).

What began perhaps as a shortcut for efficiency is quickly becoming the backbone of marketing execution for modern CMOs.

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Related: How Do I Ensure AI-Generated Content Maintains Authenticity, Quality and Alignment with My Brand’s Voice?

Where CMOs Are Betting Big on AI

Seventy-one percent of CMOs plan to invest at least $10 million annually in GenAI over the next three years, according to BCG, which is up from 57% in 2024.

Over recent years, CMOs have invested in GenAI in various ways, from 2024 investments into content and social media, followed by investments in personalization and insights in 2025.

In 2026, CMOs plan to invest in GenAI for things like measurement, predictive analytics and AI agents.

In the area of content specifically, the next wave of investments will be piloting video generation and video enhancements.

For both B2B and B2C CMOs, AI agents are becoming a high priority.  

BCG discusses in its report how AI agents can be embedded into marketing workflows:

Together, the data shows that CMOs are scaling AI strategically as they embed it across every stage of the marketing lifecycle.

Related: How Do I Prioritize AI Investments to Deliver Measurable Results for Both B2B and B2C Industries?

Tackling AI Talent and Trust Challenges Head-On

The AI talent gap is real.  

According to IBM research (linked earlier), 65% of CMOs agree that AI-literate talent is critical for achieving goals, but only 21% believe they have the talent needed to achieve their goals for the next two years.

BCG found that to address this gap, CMOs are executing a variety of strategies, including:

1. Assessing GenAI skills for talent planning.
2. Cross-functional pods for GenAI.
3. Assessing employee motivation and openness. 
4. Identifying GenAI super users.
5. Adding AI to job descriptions.

There are other challenges, too. IBM’s report states that:

• Only 22% have clear guidelines and guardrails for the use of AI in automated decision-making. This means about eight in 10 have work to do in order to guide employees through a major shift. 
• Sixty-two percent say the pace of change is creating tension between demand and operations functions.
• Sixty-nine percent acknowledge that new privacy regulations will require them to rethink their data strategy.

Still, many companies are showing that they’re addressing GenAI marketing challenges head-on. 

According to the The CMO Survey, 2025 edition, the ability to minimize bias and ensure fairness is up about 41% and reducing susceptibility to attacks by malicious actors is up about 21%.

All in all, it seems that, despite the challenges companies face with AI adoption, most are prioritizing it as the future of their marketing organization. 

Related: How Do I Attract, Train and Retain the AI-Literate Talent Necessary for My Organization’s Success?

Final Thoughts

The role of the CMO is evolving faster than ever, driven by the promise and pressures of AI. 

As organizations double down on GenAI, CMOs will need to balance innovation and speed with the right structure and compliance. 

Those who are agile will be the first to redefine what marketing leadership looks like in the AI era.

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Quick Solutions

• How Do I Ensure AI-Generated Content Maintains Authenticity, Quality and Alignment with My Brand’s Voice?
• How Do I Prioritize AI Investments to Deliver Measurable Results for Both B2B and B2C Industries?
• How Do I Attract, Train and Retain the AI-Literate Talent Necessary for My Organization’s Success?

FAQ: How Do I Effectively Integrate AI into My Marketing Strategy for Sustainable, Measurable Growth?

AI isn’t a buzzword; it’s revolutionizing the way marketing teams operate, providing efficiency and results that just a few years ago seemed impossible. 

If you’re looking to integrate AI into your marketing strategy, first identify a use case, then take the time to explore the AI landscape and select the tool or tools that best match your needs. 

Start with a pilot project, then test and fine-tune. 

To begin, make sure relevant team members are upskilling in the age of AI, and learning how to get the most from the chosen tools. 

If you’re handling sensitive information, you’ll need to set an AI policy — and that includes how you disclose AI usage to your customers. 

Be sure to track KPIs so that at the end of your pilot, you have a good understanding of the ROI.

Once you have found the right tools for the right use cases in your marketing strategies, you will need to remain on top of changes to AI technology and where it’s headed, so that you’re always one step ahead. 

14-Step Action Plan for Integrating AI into Marketing 

Here are 14 steps for integrating AI into your marketing strategies:

1. Set your marketing goals first, then figure out how AI can support them. 
2. Pick a use case to start by analyzing your current marketing processes and spotting where AI could add real value. 
3. Explore a range of AI tools and platforms, compare each one, and choose the top two or three to further explore with their sales teams. 
4. Ask: Can the AI tools you pick scale up and fit right into the systems you already use?
5. Once you’ve chosen the right tool or tool(s), create a solid rollout plan. Set deadlines, KPIs and clear goals.
6. Start with tiny pilot projects: test AI, tweak it and then roll it out.
7. Ensure marketing team members are power users of the chosen tool or tools. 
8. Create AI policies for usage. 
9. Regularly meet to track progress on the AI pilot.
10. Modify your AI plan to continuously meet customer demands.
11. Work with AI consultants for new ideas.
12. Employ in-house AI development where possible.
13. Keep abreast of AI tech and tool advancements.
14. Cultivate in-house innovation to support AI implementation in marketing.

Bruce Clay is founder and president of Bruce Clay Inc., a global digital marketing firm providing search engine optimization, pay-per-click, social media marketing, SEO-friendly web architecture, and SEO tools and education. Connect with him on LinkedIn or through the BruceClay.com website.

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