1、1CMO OUTLOOKHow marketingleaders shouldbe thinking about AIand data-driven decisioningheading into 20252A welcome from Marta Cyhan-BowlesWere pleased to share our annual CMO Outlook report with you.This years survey not only highlights the evolving priorities and concerns of senior marketing leaders

2、 around the world;it also explores how Artificial Intelligence(AI)is reshaping the marketing function for organizations of all sizes.Whats very clear?While other aspects of CMO strategy remained stable in 2024,Generative AI(GenAI)is at the forefront of significant growth and change.Indeed,its becomi

3、ng a core element of the marketing mix for accelerating business growth.To drive sales in 2025,senior marketers will need to fully integrate responsible,consumer-centric GenAI tools into their overall marketing strategy.Our teams are leading the way,helping partners to see how AI is a healthy,growin

4、g extension of their organization.In this time of rapid change,NIQ is committed to keeping you at the forefront of the data-driven insights that give you a competitive edge.Marta Cyhan-BowlesChief Communications Officer and Global Head of Marketing COE3 Table of Contents1 New year,new opportunities

5、for marketers 4 2 Market overview:Where weve beenand where were headed 5 3 Data utilization trends:Moving toward prescriptive outcomes 9 4 AIs marketing impact:On the verge of transformation 12 5 AI-driven marketing accountability 16 6 AI-driven collaboration 177 The importance of long-term strategi

6、c investments 20 8 Making intelligent use of data-powered AI 22 9 Key takeaways 25 4NIQs annual CMO Outlook survey offers crucial insights for senior marketers,spotlighting the dynamic challenges they face and emphasizing the importance of continuously gauging CMO perspectives globally to help shape