1、CMO AGENDAHow CMOs Are ScalingGenAI in TurbulentTimesBy Mark Abraham,Jessica Apotheker,David Edelman,Joanna Stringer,and Lauren WienerARTICLE JUNE 02,2025 8 MIN READAI and GenAI remain at the top of the CMO agenda,even amid the latest wave of turbulence inglobal markets.According to our annual globa
2、l survey of 200 CMOs,conducted in April andMay,an abundance of successful pilots and a constant stream of new tools have inspiredmarketers to accelerate their ambitious investment plans for AI and GenAI.Our survey revealed several areas of focus.Content generation is shiing from translation,copy,and
3、 static imagery to richer,more immersive media such as video.Agentic AI is beginning to2025 Boston Consulting Group1automate end-to-end workflows.And the generation of personalized insights is leading the nextwave of attention and investments.If CMOs thoughtfully prioritize where these technologies
4、can rapidly scale to unlock growth,theycan ensure that more of their investments are self-funding while navigating the balance betweenin-year results and long-term strategic advantages.Strong measurement of incremental growthand ROI will be critical to success.CMOs Are Backing BigExpectations with B
5、ig InvestmentsThe optimism of CMOs on the application of GenAI continues to grow,a trend we have seen sincethe inception of our survey in 2023.Around 80%of CMOs in this years survey expressed bothoptimism and confidence about the technology.(See Exhibit 1.)This optimism has fueled aggressive investm
6、ents in ambitious business cases.A large majority ofrespondents(71%)plan to invest at least$10 million annually in GenAI over the next three years,up from 57%last year.The underlying business casesmostly built in 2024 before the currenteconomic volatilityassume the technology will help fuel signific
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