英文【GfK】CMO 成就报告：营销领袖指导者应如同如何看待 2025 年的 AI 和数罪论争式决策

NielsenQ

CMO

OUTLOOK

Howmarketing

leadersshould

bethinkingaboutAIanddata-driven

decisioning

headinginto2025

,

2

AwelcomefromMartaCyhan-Bowles

We’repleasedtoshareourannualCMOOutlookreportwithyou.Thisyear’ssurveynotonlyhighlightstheevolvingprioritiesandconcernsofseniormarketingleadersaroundtheworld;italsoexploreshowArtificialIntelligence(AI)isreshapingthe

marketingfunctionfororganizationsofallsizes.

What’sveryclear?WhileotheraspectsofCMOstrategyremainedstablein2024,GenerativeAI(GenAI)isattheforefrontofsignificantgrowthandchange.Indeed,it’sbecomingacoreelementofthemarketingmixforacceleratingbusiness

growth.

Todrivesalesin2025,seniormarketerswillneedtofullyintegrateresponsible,

consumer-centricGenAItoolsintotheiroverallmarketingstrategy.Ourteamsareleadingtheway,helpingpartnerstoseehowAIisahealthy,growingextensionoftheirorganization.Inthistimeofrapidchange,NIQiscommittedtokeepingyouattheforefrontofthedata-driveninsightsthatgiveyouacompetitiveedge.

MartaCyhan-Bowles

ChiefCommunicationsOfficerandGlobalHeadofMarketingCOE

TableofContents

1Newyear,newopportunitiesformarketers4

2Marketoverview:Wherewe’vebeen—andwherewe’reheaded5

3Datautilizationtrends:Movingtowardprescriptiveoutcomes9

4AI’smarketingimpact:Onthevergeoftransformation12

5AI-drivenmarketingaccountability16

6AI-drivencollaboration17

7Theimportanceoflong-termstrategicinvestments20

8Makingintelligentuseofdata-poweredAI22

9Keytakeaways25

4

Newyear,newopportunitiesformarketers

NIQ’sannualCMOOutlooksurveyofferscrucialinsightsforseniormarketers,

spotlightingthedynamicchallengestheyfaceandemphasizingtheimportanceofcontinuouslygaugingCMOperspectivesgloballytohelpshapefuturestrategies.

The2024surveyrevisitedthemesfrom2023whilealsofocusingonthetangibleimpactofArtificialIntelligence(AI)onmarketingstrategies.Thisreportnotonlyhighlights

thefindingsofthesurvey;italsoexploresAI’spotentialintheyearstocome,offeringretailandmanufacturerCMOscriticalanalysistoguidetheir2025

planning.

Aboutthesurvey

Timing:April-June2024

Respondentpool:

•Nearly600seniormarketingleadersfromcompanieswithover$50millioninannualrevenueor250-plusemployees

•18countriesrepresented(spanningAsiaPacific,Europe,LatinAmerica,theMiddleEast/Africa,andNorthAmerica)

Astheworld’sleadingconsumerintelligencefirm,NIQdeliversunparalleled

measurementdataandAI-poweredadvancedanalyticstoconsumerpackagedgoods(CPG),retail,andTechnology&Durables(T&D)businesses.Thisexpertiseenables

seniordecision-makerstoidentifywheretostrategicallyinvestinthefast-evolvingAIlandscape.

ClientsacrosstheglobehavetrustedNIQwiththeirdataformorethan100years.Today,weempowerclientsacross100-pluscountries,1.4millionstores,andtrillionsofrecordswithAIandmachinelearning(ML)thatdriveactionableinsights.

Readontodiscoverhowseniormarketingleadersareapproachingstrategicplanningin2025—andwhereAIfitsin.

Marketoverview

Wherewe’vebeen—andwherewe’reheaded

NIQ’slatestCMOOutlooksurveyhighlightstheevolvingprioritiesandconcernsofseniormarketersin2024,revealingbothconsistencyandchangecomparedwithlastyear’sinauguralsurvey.Whilemarketingleadersremainoptimisticaboutthefuture,several

shiftsinsentimentreflecttheeconomicrealitiesofmarketdisruptions,includingthepandemic,risinginflation,andongoingenergypricingpressures.

Consistentwith2023,78%ofmarketersinthe2024surveyremainconfidentthat

theywillbeinastrongerpositionthreeyearsfromnow.However,fewermarketershavereportedstronggrowthoverthepastthreeyears,particularlyinregionslikeNorth

America,Europe,andtheMiddleEast.Despitetheseregionaldeclines,70%ofmarketersarestillseeinghealthybrandgrowth.

6%

Anticipatedgrowthinglobalconsumerspendingin2025

Source:WorldDataLab,Mid-YearConsumerOutlook:Guideto2025

Whilemarketersmaybeoptimisticaboutthefuture,manyoftheconsumerstheymarkettocontinuetofacechallenges,withrisingcosts—especiallyinfoodandutilities—stillkeyconcerns.Thesepressures,coupledwiththeloomingthreatofaneconomicdownturn,continuetoshapethecautiousspendingpatternsseeninCPGandretail.Inturn,this

islikelytohaveamajorimpactonmarketingstrategiesandbothpromotionaland

brandactivityfortheforeseeablefutureasconsumerscontinuetosearchforvalueandsavings.

However,therearepositivesinothercategories.Inourroleasapartnertotheworld’s

leadingB2Cbusinesses,NIQhasidentifiedopportunitiesforgrowthevenwhere

thereiseconomicpressureonconsumers.Eventhoughmanyarefocusingmuchoftheirspendingonessentialitems,therearesignsofrenewedinterestinT&DcategoriessuchasPhoto(+8.2%yearoveryear)andTelecom(+2.3%YOY).Asinflationary

pressuresease,consumersareexpectedtobeginreplacingolderproducts,leadingtosteady,ifmoderate,growthintheT&Dsectorheadinginto2025.

Othercategoriespoisedforvolumetricsalesgrowth,despiterisinginflation,includeHealthCare(+3.5%YOY),Health&Beauty(+2.3%),andBeverages(+2%).

s

6

Marketersareunderpressure,

withchangingconsumer

behaviorleadingtobrands

beingunabletopredictasinglepathtopurchase.Tounderstandconsumersandwherethey

play,modernmarketersneedtomaximizemarketing’simpactandunderstandwhatdrives

sales.Contactustofindouthowtoconnectthedotsbetweenyoureffortsandyourrevenue.

It’simportanttounderstandtheseconsumerbehaviorswithinthecontextofthe

broadereconomicenvironmentandcompetitivelandscape.In2023,nearlytwo-thirds(65%)oftheCMOswesurveyedfounditeasytojustifymarketinginvestments.In2024,

thatfiguredroppedto60%,indicatingheightenedchallengesinsecuringmarketingbudgets.

Additionally,fewermarketersnowseemarketingasapurelyshort-termtool.While56%stillviewmarketingaskeytoachievingimmediatesalestargets,thisisdownfrom64%in2023,reflectingashifttowardlonger-termbrandbuilding.

Thatsaid,marketersinsomeregions—particularlyNorthAmericaandEurope—are

increasinglyfocusedonshort-termspending.In2024,only59%ofmarketersallocatedatleast60%oftheirbudgettolong-termbrandbuilding(downfrom67%in2023).

Marketersarealsobecomingmoredisciplinedinhowtheymeasurereturnoninvestment(ROI).Withthechallengeofsecuringbudgetsbecomingmorepronounced,rigorousROImeasurementisessentialnotonlyforoptimizinginvestmentsbutalsoformaking

thecasetoseniorexecutives.Thepercentageofmarketerswhofinditeasytoadvocate

formarketingspendinghasdecreased(fallingto60%thisyear,comparedwith65%in2023),underscoringtheneedforaccountabilityandprecisemeasurementtojustify

budgetincreases.

Investmentinlong-termstrategicgoalsrelatedtosustainabilityanddiversity,equity,andinclusion(DEI)remainsapriorityformarketers,thoughtheseareashaveseenlittlechangesince2023.Notably,29%ofmarketingleadersnowviewsustainabilityasapotential

competitivedifferentiator(upfrom26%YOY),while26%seeDEIasadifferentiator(downfrom29%).

Finally,the2024surveyonceagainaskedseniormarketingleaderstoassessthethreekeypillarsofa“marketing-centeredorganization”:impact,alignment,andinvestment.

Respondentsindicatedtheiragreement(orlackthereof)withthefollowingstatements,

whichcollectivelyillustratetheoverallhealthofthemarketingfunctionwithinanorganization:

Impact

•Ihaveaclearunderstandingof

whichactivities,channels,and

marketingleversgivethebestROI.

•Wehaveastrongteamwithalltheskillsweneedtodeliverourmarketingstrategy.

Alignment

•Beyondourcommercialgoals,

wehaveaclearmission/purposeasabrand.

•Ourbrandisanassetthatreallyhelpsustodelivercommercialsuccess.

Investment

•Wehavetherightbalance

betweenshort-termreturnandlong-termbrandbuildinginourmarketing.

•MyCEOandCFObelieveinthe

valueofinvestinginourbrandoverthelongterm.

7

Yearoveryear,theoverall“health”ofmarketingisontherise.Europeexperienced

themostsignificantgains(up4points),drivenprimarilybyimprovedalignmentandtheC-suite’sbeliefinthevalueoflong-termmarketinginvestments.Meanwhile,sentimentsamongmarketersinNorthAmericafell7points,duemainlytodecliningalignmentandamismatchbetweenshort-andlong-termmarketinggoals.

MarketingandAI:What’snext?

OneofthemostsignificanttrendshighlightedintheCMOOutlook2024surveyis

thegrowingimportanceofAI—particularlyGenerativeAI(GenAI).SeniormarketersareincreasinglydeployingAItoolsacrossarangeofareas,includingproduct

development,with30%ofCMOsnowusingGenAIforthispurpose.Accordingtoone

surveyrespondent,“CompaniesaredevelopingcustomGenAImodelapplicationsbyfine-tuningthemwithproprietarydata.Weare[accelerating]R&Dthroughgenerativedesign

andnew,emergingbusinessmodels.”

Marketerswhohavealreadyembraceddata-drivenapproachesandGenAIreportgreaterconfidenceintheirteamsandoptimismaboutfutureperformance.Beyondcontentcreation,GenAIisplayinganexpandingroleinenhancingcustomerexperienceandservice,indicatingthatitsimpactwillcontinuetogrowacrossvariousmarketing

functions.

Top5usesofGenAIacrossmarketingtasks

Content/Creativegeneration

Improvingcustomerexperience

Understandingcustomerbehavior

Measuringbrandhealth

Mediaplanningandoptimization

72%

68%

68%

67%

65%

Source:CMOOutlook2024survey

AstheuseofAImatures,marketersaremovingbeyondtheexperimental“testandlearn”

phase,focusinginsteadondrivingtangibleresults.ThisshiftsignalsaneweraforAIin

marketing,wherethetechnologyisbeingusedtodelivermeasurableimprovementsinareassuchasdatautilizationandconsumerinsight.

TheCMOOutlook2024surveyalsoemphasizestheimportanceofcollaboration,both

withinorganizationsandwithexternalpartners—particularlywhenharnessingthefull

potentialofAI.Akeychallengeidentifiedby31%ofseniormarketersisthedifficultyof

connectingdatafromdifferentsources,aslightimprovementfrom33%in2023butstillasignificantbarriertomaximizingdata-driveninsights.

Asmarketerslooktoward2025,theresultsoftheCMOOutlook2024surveymakeclearthatwhilemanyofthechallengesremainthesame,AI—particularlyGenAI—willbea

criticalenablerinaddressingthesechallenges.Whetherthroughenhancedcustomerexperiences,ormoreeffectivecollaboration,AIissettoredefinehowmarketers

navigatetheincreasinglycomplexlandscapeahead.

GenAIistransformingtheCPGindustry.ListentoNIQ’sfour-partwebinarseriestodiscovertheknowledgeandskillsthatcanhelpyourteamdevelopawinningAIstrategy.

8

Datautilizationtrends

Movingtowardprescriptiveoutcomes

TheCMOOutlook2024surveyrevealsthatseniormarketerscontinuetoprioritizedata-drivenstrategies,withminimalvariationinhowdataisutilizedacrossindustries.However,

AIisplayinganincreasinglycriticalroleinbuildingconfidencearounddatausage.

Lastyear’sreporthighlightedmarketers’embraceofinsights-drivencultures,witha

focusonleveragingdatatoidentifyopportunitiesandmanagerisksinrealtime.Yet,the

2024findingsshowaslightdeclineinreal-timedatausage,withonly21%ofmarketing

leadersreportingtheyreceiveactionableinsightsinrealtime(downfrom26%in2023).

Thissuggeststhatwhileexpectationsforfasterinsightsareincreasing,muchofthecurrentdataanalysisremainsdescriptive.

Speedtoinsight

Howwouldyoudescribethetimeittakestomovefromdatagatheringtoactionableinsights?

13%

Solongthattheoutputisirrelevant

Fartoolongtogettoolittle

Alongtime,butinsightsarestilluseful

Laterthandesired,butstillingoodtime

Shortofreal-time,butstillconsideredfast

Immediately,real-time

26%

37%

21%

12%

24%

35%

26%

20232024

Source:CMOOutlook2024survey

What’smore,just39%ofmarketersreporthavingprescriptiveanalyticstoolsthatsuggestspecificactions—afigureunchangedfrom2023.Additionally,81%ofmarketersstill

relyondatatomonitorperformancedescriptively(aslightincreasefrom79%lastyear).

Despiteslowprogresstowardmoreadvanceddata-ledstrategies,overallconfidenceindatainsightandanalyticscapabilitieshasrisen.

9

10

Sophisticationofdataanalytics

Whichofthefollowingdescribeshowyourmarketingteamworkswithdatatoachieveyourgoals?

79%81%

71%

65%

39%39%

Weusedatato

monitorperformance-descriptiveanalytics

Wehaveforecasting

andscenarioplanning

tools-predictive

Wehavetoolsthat recommendhowweshouldactonthedata

analytics-prescriptiveanalytics

20232024

Source:CMOOutlook2024survey

Withinthiscontext,onemajorfactortoconsideristhatAIcannotdistinguishbetweengoodandbaddata.SinceAImodelsaretrainedonvastamountsofdata,thequality

oftheinputdirectlyaffectstheaccuracyofpredictions.Poordatacanexponentially

increasepredictionerrors,underscoringtheimportanceofmaintaininghigh-qualitydata.

Giventhatmarketersusedataforawiderangeofdecisions—includingbrandpositioning,

customerexperience,productdevelopment,andpricing—ensuringdataqualityis

paramount.Morethan40%ofmarketersviewatleast10datausecasesasessentialtodecisionmaking.

AkeytrendemergingfromthereportisthegrowingsophisticationofAI-driven

technologiesinmarketing.WhileGenAIwasinitiallyusedfor“data-light”tasks,itsfutureapplicationspromisedeepcompetitiveadvantages.ThiscouldcomefromproprietaryAImodelsforcompanieswiththeresourcestodevelopthemorfromextractingdeeperinsightsfromproprietarydataassets.

AlongsideGenAI,marketersarealsoinvestinginnon-generativeAIsolutionsthat

enhancedataanalytics.Asonesurveyrespondentnoted,“AIalgorithmscananalyze

complicateddatapatternstoforecastconsumerbehavior,markettrends,andcampaignperformance.Aswellasboostingourskillsandcapabilities,increasingdataliteracy,

andmakingefficientuseofAItools,weareinvestinginunderstandingAIprinciplesandtechnology.”

AsAIbecomesincreasinglyintegraltomarketingstrategies,itseffectiveusehingesonthequalityofdataandthesophisticationofthetoolsapplied.Lookingaheadto2025,data-driveninsightswillbeakeydifferentiatorforbusinessesseekingacompetitiveedge.

11

Confidenceininsightsandanalyticscapabilities

Howconfidentareyouthatyourdata,analytics,andinsightssystemswillbeabletoadapttoanswercriticalbusinessquestionsthatwillbeaskedinthefuture?

4%

20%

45%

31%

Notconfident(Net)

Moderatelyconfident

Veryconfident

Extremelyconfident

5%

18%

49%

28%

20232024

Source:CMOOutlook2024survey

Barrierstoreachingdataandinsightpotential

Areanyofthefollowingholdingyourmarketingteambackfromrealizingitsfulldataandinsightpotential?

Difficultyconnectingdatatogetheracrossdifferentsources

Regulatory/Privacybarriers

33%

31%

29%29%

25%

Missingcriticaldata

Lackofresources

Lackoftalenttomovefromdatatoinsights

Lackofinvestmentbudget

Insufficienttools/technology

Resistancetochange

Valueofdatanotrecognized

27%

22%27%

2023

2024

27%25%

27%25%

30%24%

29%20%

23%19%

Source:CMOOutlook2024survey

12

AI’smarketingimpact

Onthevergeoftransformation

Throughout2023andinto2024,businesseshavesignificantlyrampeduptheirinvestmentinGenAIsolutions.Accordingtoa

McKinseyGlobalSurvey

ofexecutivesinearly2024,

65%oforganizationsarenowregularlyusingGenAIinatleastonebusinessfunction—asharpincreasefromjustone-thirdin2023.Furthermore,fourin10organizationshave

adoptedGenAIinmorethantwobusinessareas,withmarketingandsales(34%)andproductandservicedevelopment(23%)leadingtheway.

McKinsey’sfindingsunderscorethatthepotentialofAIisnolongerinquestion.

WhilemanycompaniesarestillintheearlystagesofimplementingGenAI,aclearer

understandingisemergingaboutwhatworksandwhatdoesn’tingeneratingvaluewithAI.

TheCMOOutlook2024surveyfurtherhighlightstheroleofGenAIinmarketing

departments,whereseniormarketersareincreasinglymakingAIcentraltotheirstrategies.MarketersareleveragingGenAIfortasksbeyondcontentcreation,usingitformeasuring

brandhealth(32%),mediaplanningandoptimization(31%),andproductdevelopment

(30%)asastandardpractice.(Still,manyrespondentsindicatedthattheyonlyuseGenAIinthesetasks“tosomeextent,”asshowninthechartbelow.)

UseofGenerativeAIacrossmarketingtasks

PleasetellustheextenttowhichyouareusingGenAIforthefollowingtasks:

38%34%

38%30%

33%35%

32%35%

31%34%

Content/Creativegeneration ImprovingcustomerexperienceUnderstandingcustomerbehaviorMeasuringbrandhealth

30%34%

30%

34%

29%32%

Mediaplanning&optimizationPlanning&managingpromotionsProductdevelopment

Setting&optimizingprices

28%34%

Optimizingdistribution&retailinvestment

28%34%

Allocatingspendacrosstrademarketing&brandinvestment

UseGenAIasstandardUseGenAItosomeextent

Source:CMOOutlook2024survey

13

TheseapplicationsshowAI’sgrowingutilityinenhancingcustomerexperienceandsupportingmorepersonalized,data-drivenmarketing.

TheevolutionofAItoolsisexpectedtofurthertransformmarketing,enablingcompanies

tomoreaccuratelyforecasttrends,monitorconsumersentiment,andoptimizepricingstrategies.ManyofthesetaskswillbepoweredbyintegratedchatbottoolsandAI

functions,bringingreal-timedatatotheforefrontofdecision-making.

However,theCMOOutlook2024surveysuggeststhatwhileAIisusefulfor

understandingandcreativity-driventasks,itsroleinareaslikebudgetallocationandpricingoptimizationremainslessdefined.Forthesefunctions,traditionalmachine

learningtoolslike

programmaticbuying

arestillthego-tosolutions.

Despitethebenefits,marketersarenotwithoutconcerns.ThepotentialrisksofGenAI

includefakecontent,intellectualpropertyinfringement,andbiasedmodelsthatcould

leadtoreputationaldamage.There’salsoafearthatoverrelianceonAIcouldstiflehumancreativityandintuition.TheseworriesalignwithNIQ’sconsumerresearch,whichrevealsthatbuildingtrustinAIisacriticalchallenge.

NIQ’s

Mid-YearConsumerOutlook:Guideto2025

showsthat56%ofglobalconsumersavoidsharingpersonalinformationonlineduetoconcernsaboutAI’sabilitytoprotect

theirprivacy.Furthermore,nearlyhalf(49%)ofconsumersstillpreferperson-to-personinteractionsoverAI-drivensupport.Theseconcernsareconsistentacrossgenerations,thougholderconsumersshowthemostresistancetoAItechnologies(seechartsbelow).

Consumersentimentvariesbygeneration

ConsumerswhowouldavoidsharingpersonaldetailsvirtuallybecausetheydonottrustdataprivacywithAItechnologies

49%

51%

46%

52%

GenZMillennialsGenXBoomers

Source:

Mid-YearConsumerOutlook:Guideto2025

Consumerswhowouldwaitlongerforsupportfromahuman,toavoidinteractingwithAI-generatedsupport

60%

56%

54%

54%

Forbusinesses,thishighlightstheimportanceofassessingAIadvancementsthatnotonlymakesenseoperationallybutalsoresonatewithconsumers.

OneofthecriticalthemesintheCMOOutlook2024surveyistheneedforcollaboration

inAIadoption.CMOsmustdeterminehowtointegrateGenAIintoexisting

workflows,identifythebestusecases,encouragelearning,andmeasureits

impact.Often,thisrequiresaproactivemindset:investingintraining,partneringwithagencies,andexperimentingwithAI-driveninnovations.

However,theadoptionofGenAIvariessignificantlybyindustry.

McKinsey’sreport

indicatesthatinmostsectors,companiesareinvestingmorethan5%oftheirdigital

budgetsinGenAI.Yet,thisfigureislowerinconsumergoodsandretail(where64%spendlessthan5%)andinbusiness,legal,andprofessionalservices(63%).Incontrast,thoseinthetechnology(40%)andfinancialservices(47%)sectorsaremorelikelytodemonstratehigherlevelsofinvestment.

IndustriesmoreexposedtoAIarewitnessingaproductivitysurge.

PwC’s2024Global

AIJobsBarometer

reportsnearlyafivefoldincreaseinproductivitygrowthinAI-drivensectors.ThisgrowthhighlightstherisksforindustriesthatareslowtoadoptAI,astheymayfallbehindcompetitors.Retailers,however,appeartobecatchingup.

A

Honeywellstudy

foundthat97%ofretailersareeitheralreadyusingAItechnologiesorareactivelyexploringtheiruse.Forretailbusinesses,thebenefitsofAIadoptionincludemoreefficientmarketingthroughcontent“co-piloting.”GenAIhelpsmarketerstransformideasintoimpactfulcontentthatdrivesconsumerengagement,savingbothtimeand

resources.

IntheCMOOutlook2024survey,marketerspraiseGenAI’sabilitytoboostefficiencyandcreativeoutput.Onerespondentnoted,“AIgenerateshigh-qualityarticlesand

socialmediacontentthathelpsusreducetimeandcosts,aswellascustomized

marketingmessagesandcampaignsbasedonourbusinesscustomerdata,improvingengagementandconversionrates.”

Formarketers,thechallengewillbetobalanceAI’simmense

potentialwiththeneedforresponsible,consumer-centricadoption.

14

HowtoprioritizeAIinvestments

•Intermsofdata-heavy

taskssuchasmeasuringbrandhealthandproductdevelopment,assess

whethertheycanbe

mademoreeffectivebyGenAIorbetterserved

byexistingtechnologyanddataanalysis.

•Workoutwherehumantimecanbereplaced

andwherethere’san

exchangebetween

data-crunchingthroughtocommunicationandinnovation.

•RecognizewhereGenAIisoflimiteduse.For

example,inareassuch

assettingandoptimizingproductprices,target

settingislikelytobe

drivenbystrategy,whileexecutionisdata-drivenbutwell-servedby

machinelearningand

algorithmictoolssuchasprogrammaticbuying.

ResearchfromPersado

echoesthissentiment,showingthatGenAI’sroleincontentcreationcansignificantlyimprovekeyperformancemetricssuchasreturnonadspend(ROAS),customeracquisitioncost(CAC),conversionrates,andcustomerlifetimevalue.

Inaneraoftightermarketingbudgets,theefficienciesdrivenbyGenAIareevenmorecritical.

ResearchfromGartner

furtherrevealsthataveragemarketingbudgetshavedroppedto7.7%ofcompanyrevenuein2024,downfrom9.1%in2023.GenAIoffersasolutionformarketerstomaximizeimpactdespitereducedinvestment.Infact,64%ofCMOsreportthattheylackthebudgettofullyexecutetheir2024strategies,butAI-driventoolscanhelpextendthereachoftheirlimitedresources.

Overall,thelandscapeisshiftingfromGenAIexperimentationtodemonstratingitsclearcommercialimpact.AsbusinessespreparefordeeperAIintegration,there’s

agrowingemphasisonupskillingteams,investinginAI-driventechnologies,and

addressingethicalconcerns.Formarketers,thechallengewillbetobalanceAI’simmensepotentialwiththeneedforresponsible,consumer-centricadoption.

Theroadaheadinvolvesacombinationofinnovation,collaboration,andafocuson

trust-building,

positioningAIasanenableroflong-termsuccess

inanincreasinglydata-drivenworld.

15

16

5

AI-drivenmarketingaccountability

Seniorstakeholdersincreasinglyprioritizeactionableinsightstoachievekeybusiness

goals,andtheCMOOutlook2024surveyhighlightsthegrowingroleofAIinshaping

thislandscapefor2025.Theseinsightsaimtodriverevenuegrowth,enhancecustomersatisfaction,reduceacquisitioncosts,boostretentionandconversionrates,andimproveproductionefficiency.

Onecriticalexampleispriceelasticityanalysis,whichhelpsdecision-makersassesshowpricechanges,particularlyduringpromotions,impactprofitabilityandmarketingROI.

Real-timedata,meanwhile,enablesboardstoconductscenarioplanning,analyzinghowdecisionsorexternaleventsmayaffectfutureperformanceandfinancialoutcomes.

Livesalesforecasts,leadconversionrates,andmarketingcampaignperformancedatafurtherassistboardsinevaluatingtheeffectivenessofsalesandmarketinginitiatives.

Yet,despitetheseadvances,42%ofmarketersbelievethatoptimizingspendallocationbetweentrademarketingandbrandinvestmentremainsachallengeforthenext12

months.Moreconcerning,only36%haveaclearunderstandingofwhichactivities,channels,andmarketingstrategiesdeliverthehighestROI—unchangedfrom2023,suggestinglittleprogressinmeasurementpractices.

Manymarketingdepartmentsarestillcatchingupinaligningprescriptiveanalyticswith

strategicgoalsandkeyperformanceindicators(KPIs).Evendemonstratinghowmarketinginitiativescontributetobroaderbusinessobjectivesremainsachallenge.Thislackof

actionableinsightfrustratesmarketers—andisexacerbatedbybroaderorganizationalinertiaandafailuretograsptheimportanceofmeasuringmarketingeffectiveness.

AItoolsofferpotentialsolutionsbymakingmarketingme