Marketing, as we know it, is at a turning point. Today's CMOs are under more pressure than ever before. And that's not just because of shrinking budgets and growing expectations. Although the financial outlook is concerning, our latest CMO Barometer reveals that, while 32% of international marketing leaders still expect an increase in their budgets and 38% anticipate stable funding, 30% now face reduced resources. This balance masks a clear downward trend compared to previous years: optimism is fading.
While budgets stagnate or shrink, the importance of marketing continues to grow – but only if we understand the new rules of the game. Artificial intelligence is not a trend; it is a structural shift. It is transforming the way we lead brands, develop strategies, organize teams and define accountability.
AI is a Matter for Top Management – and its Greatest Opportunity
When asked about their superpower, CMOs most commonly cite digital and tech expertise (45%). This makes it clear that those who do not understand AI will soon be left behind, both in brand management and at the executive table. But this doesn‘t mean that every tool must be mastered in detail. Rather, the focus should be on creating real use cases, connecting different AI applications along the value chain, empowering teams to use and apply AI, and recruiting people with new skills into marketing teams. These priorities should be at the top of every CMO’s agenda.
The collaboration between humans and AI must always be at the center. CMOs must orchestrate people, processes and technology so that uncertainty gives way to curiosity. CMOs are the architects of this collaboration; they explain what AI means for an organization, its culture, and its growth.
Deal With It – Or Lead It
For many, AI still feels like an abstract and elusive concept: important, new – but vague. This is particularly true outside of marketing. CMOs, however, are much closer to the action. They work at the intersection of technology, creativity and customer insight every day – and they know how to use AI effectively. No other department in the company can bridge this gap as credibly. This is precisely where great leadership lies, as well as the opportunity to establish marketing as the company's strategic engine.
A New Vision for Leadership
The CMO of tomorrow is a Chief Growth Officer, a Chief Transformation Officer – and sometimes a Chief Empathy Officer. They must balance data with emotion, speed with purpose, and efficiency with creativity. This is striking: CMOs report that they must combine many diverse – and often contradictory – skills. The demands on them are rising.
Those who lead with courage, understand technology and shape culture will future proof not only their marketing departments, but their entire organization.
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