Profit-Driven CMOs See AI as a Growth Driver

A new global study by the IBM Institute for Business Value reveals that surveyed CMOs widely acknowledge the strategic importance of AI, but face an execution gap. It exists largely due to fragmented systems.

The global study of 1,800 marketing and sales executives found that while 81% of CMO respondents view AI as a game-changer, 84% report that challenges with rigid, fragmented operations limit their ability to effectively harness the technology. More than half (54%) of respondents admit they underestimated the operational complexity of translating AI strategies into tangible outcomes, and only 17% feel prepared to integrate agentic AI into their processes.

According to the study, only 23% of surveyed CMOs feel employees are prepared for the cultural and operational shifts brought by AI agents, and 67% of respondents see reshaping culture for emerging technology as their responsibility. With 64% of surveyed CMOs now responsible for profitability and 58% accountable for revenue growth, the research underscores the need for greater technology integration and improved cross-functional collaboration to drive business performance. In fact, respondents who report internal collaboration challenges experienced slightly lower (12%) revenue growth in 2024 versus their higher-performing peers (13%) – a seemingly modest 1-point gap that could represent $140 million in potential upside for an average $14 billion revenue base.

"The companies that will dominate the next decade are the ones with the deepest AI integrations. This means starting with AI at the core of the organization and building the right operating model and team on top of that," said Jonathan Adashek, Senior Vice President, Marketing and Communications at IBM. "For many CMOs, this means being willing to admit that our current marketing model—no matter how comfortable, how familiar, or how challenging to replace—is not delivering what is needed and actively sabotaging our future."