Most companies have integrated artificial intelligence into their marketing functions, and CMOs’ mastery of AI drives business value and increases their influence on decision-making and company strategy, shows a report from Infosys Knowledge Institute, a research arm of Infosys Ltd.
The survey reveals that while most CMOs deploy AI in their core marketing activities, 48% of AI deployments struggle to drive business value. It ranked CMOs as leaders (13%), learners (60%), or laggards (27%) in AI mastery, based on their ability to deliver business value from AI .
AI-savvy CMOs make data-driven decisions using predictive AI to anticipate customer needs, personalize and optimize campaigns, and improve marketing performance. They also use generative AI to bring together the value of data, industry expertise and creative execution to build team capabilities.
The Infosys CMO Radar 2024, which surveyed 2,600 marketers, explores AI adoption across the marketing lifecycle, including content creation, chatbots, sales enablement , personalization, campaign management and analytics.
Research results include:
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96% of marketers have deployed AI in at least one marketing activity.
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52% of AI marketing deployments generate business value.
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30% of marketers have deployed AI across seven key marketing activities.
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62% of CMOs are poised to increase their influence over company strategic decisions.
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Marketers expect AI to deliver measurable value over the next 18 months, including increasing productivity (15%), reducing costs (13%), and accelerating time to market ( 11%).
