- 54% of surveyed executives underestimated the operational complexity of translating AI methods into outcomes.
- Solely 22% of surveyed organizations have established clear tips and guardrails for using AI in automated decision-making.
- 64% of CMO respondents at the moment are accountable for profitability, with 58% accountable for income development.
ARMONK, N.Y., June 17, 2025 /PRNewswire/ — A brand new international research by the IBM (NYSE: IBM) Institute for Enterprise Worth reveals that surveyed CMOs broadly acknowledge the strategic significance of AI, however face an execution hole – largely as a consequence of fragmented methods – as they adapt to a major function shift.
The global study* of 1,800 advertising and marketing and gross sales executives discovered that whereas 81% of CMO respondents view AI as a game-changer, 84% report that challenges with inflexible, fragmented operations restrict their capability to successfully harness the expertise. Greater than half (54%) of respondents admit they underestimated the operational complexity of translating AI methods into tangible outcomes, and solely 17% really feel ready to combine agentic AI into their processes.
In line with the research, solely 23% of surveyed CMOs really feel staff are ready for the cultural and operational shifts introduced by AI brokers, and 67% of respondents see reshaping tradition for rising expertise as their duty. With 64% of surveyed CMOs now accountable for profitability and 58% accountable for income development, the analysis underscores the necessity for larger expertise integration and improved cross-functional collaboration to drive enterprise efficiency. Actually, respondents who report inner collaboration challenges skilled barely decrease (12%) income development in 2024 versus their larger performing friends (13%) – a seemingly modest 1-point hole that would signify $140M in potential upside for a mean $14B income base.
“The businesses that can dominate the following decade are those with the deepest AI integrations. This implies beginning with AI on the core of the group and constructing the suitable working mannequin and crew on high of that,” mentioned Jonathan Adashek, Senior Vice President, Advertising and marketing and Communications, IBM. “For a lot of CMOs, this implies being prepared to confess that our present advertising and marketing mannequin—regardless of how comfy, how acquainted, or how difficult to exchange—will not be delivering what is required and actively sabotaging our future.”
Different key findings embody:
As CMOs embrace AI methods, they could be unprepared to ship outcomes
- 65% agree AI-literate expertise is essential for attaining excessive precedence goals, but solely 21% of respondents imagine they’ve the expertise wanted to realize their objectives for the following two years.
- 22% of surveyed organizations have established clear tips and guardrails for using AI in automated decision-making, which suggests roughly 8 out of 10 have work to do to information staff via a significant shift in methods of working.
- 62% of respondents say the tempo of change creates tensions between demand and operations features.
- Slightly below 1 / 4 (24%) of respondents say they’ve expertise platforms supporting constant cross-functional collaboration, and simply 44% have built-in methods for demand planning and achievement.
- 69% of surveyed CMOs acknowledge that new privateness laws would require them to rethink their knowledge technique.
Operational silos and fragmented expertise could also be hindering efficiency
- Solely 28% of surveyed organizations report that the end-to-end buyer expertise is successfully owned and aligned throughout features, which might influence monetary efficiency.
- Respondents point out that absolutely aligning advertising and marketing, gross sales and operations may unlock a 20% enhance of their group’s income.
- Surveyed CMOs determine their high data-related challenges as syncing or automating workflows throughout a number of methods, knowledge fragmentation and having too many instruments and platforms to handle.
- Roughly 7 in 10 (68%) of CMOs surveyed say simplifying expertise infrastructure will improve their operational effectivity and effectiveness.
- When requested about their biggest problem over the following three years, cybersecurity and knowledge privateness high the record, adopted by expertise modernization, forecast accuracy and expertise recruiting/retention.
To view the total research, go to: https://www.ibm.com/thought-leadership/institute-business-value/en-us/report/2025-cmo
*Research Methodology
The IBM Institute for Enterprise Worth, in cooperation with Oxford Economics, surveyed 1,800 Chief Advertising and marketing Officers (CMOs) and Chief Gross sales Officers (CSOs) throughout 33 geographies and 24 industries between March and Might 2025. For simplicity and viewers relevance, findings on this report are attributed to “CMOs,” although knowledge are aggregated throughout these roles and never segmented by title. As such, references to “CMOs” signify the mixed insights of those demand management roles, until in any other case specified. Survey subjects embody government priorities, development goals, buyer expertise initiatives, expertise adoption, collaboration and expertise.
The IBM Institute for Enterprise Worth, IBM’s thought management suppose tank, combines international analysis and efficiency knowledge with experience from {industry} thinkers and main teachers to ship insights that make enterprise leaders smarter. For extra world-class thought management, go to: www.ibm.com/ibv. To obtain extra insights, subscribe to the IdeaWatch e-newsletter: https://ibm.co/ibv-ideawatch.
About IBM
IBM is a number one supplier of world hybrid cloud and AI, and consulting experience. We assist purchasers in additional than 175 nations capitalize on insights from their knowledge, streamline enterprise processes, cut back prices and achieve the aggressive edge of their industries. 1000’s of presidency and company entities in essential infrastructure areas similar to monetary companies, telecommunications and healthcare depend on IBM’s hybrid cloud platform and Crimson Hat OpenShift to have an effect on their digital transformations rapidly, effectively and securely. IBM’s breakthrough improvements in AI, quantum computing, industry-specific cloud options and consulting ship open and versatile choices to our purchasers. All of that is backed by IBM’s long-standing dedication to belief, transparency, duty, inclusivity and repair. Go to www.ibm.com for extra info.
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