The Future of Marketing: AI, Brand Strategy and Sustainable Growth
As AI transforms how customers discover brands, technology reshapes marketing operations and expectations for commercial performance rise, the future of marketing presents a new set of challenges for CMOs.
Where should marketing leaders invest? How can brands remain distinctive as AI changes customer behaviour? And what will it take to demonstrate marketing’s contribution to business growth?
Drawing on the perspectives and discussions of 72 senior marketing executives at the 25th CMO Insight Summit Europe, The New Economics of Marketing Leadership explores the decisions, challenges and opportunities shaping marketing strategy today.
What’s shaping the future of marketing?
Explore the perspectives of senior marketing leaders on four critical priorities:
- Brand differentiation in an AI-driven world: How brands can strengthen recognition, build trust and remain relevant as customer discovery and expectations evolve.
- AI and marketing technology investment: Where automation creates genuine business value, how operating models need to evolve and why human judgment remains essential.
- Customer acquisition, retention and growth: How leaders are rethinking personalization, customer relationships and the balance between attracting and retaining customers.
- Marketing’s commercial contribution: How CMOs can connect brand investment, technology and marketing strategy to measurable business outcomes.
Where are marketing leaders investing?
Our research reveals three priorities shaping marketing investment:
68.1% — Brand, creative and content
56.3% — Marketing technology and platform consolidation
46% — AI, GenAI and automation
Behind these figures are important questions about how marketing organizations allocate resources, build capabilities and prepare for changing customer expectations.
Explore the thinking shaping what comes next
Featuring perspectives from marketing leaders at Coca-Cola, HSBC, Universal Music, Merck, ABB, Experian and more, the report examines the strategic choices influencing the future of marketing.
Download The New Economics of Marketing Leadership to explore the insights and executive discussions shaping marketing’s next chapter.
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