Barometer Survey Spotlight, Number 1

Content

• 2 slides

Related Links

• Web Rights
• Referencing Documents

Abstract

This IDC Survey Spotlight explores the types of AI initiatives that are key priorities for CMOs. It highlights the results from IDC's 2023 Worldwide Generative AI Survey, which surveyed 607 business decision-makers responsible for driving AI initiatives within their respective organizations. The survey included respondents from North America, EMEA, and Asia/Pacific across a range of organization sizes and industries.

To fully leverage AI's potential, CMOs must adopt a strategic approach. This includes investing in AI technologies that align with their marketing goals, building teams with the necessary skills to utilize AI effectively, and fostering a culture of innovation within their organizations. In addition, CMOs must stay abreast of the latest AI developments and be ready to adapt their strategies as new use cases and technologies emerge.

For CMOs, the top AI use cases generating the most ROI are reshaping the marketing landscape in significant ways. These advancements offer a unique opportunity to drive growth, enhance customer engagement, and differentiate their brands in a competitive market.

"CMOs must balance innovation with strategic alignment — investing in AI technologies that not only enhances efficiency and creativity but also fosters deeper customer connections and drives sustainable growth," says MaryAnn Holder-Browne, research manager, CMO Advisory Practice at IDC. "In the age of AI, the most successful CMOs will be those who not only embrace technological advancements but also lead with a vision that integrates data-driven insights with the human touch, creating marketing strategies that are both powerful and personal."

Coverage