Most companies have integrated AI into their marketing functions and CMO mastery (their ability to use artificial intelligence to solve problems) drives business value and increases their influence on decision-making and marketing strategy. the company, according to an Infosys report.
Additionally, Infosys found that while most CMOs engage with AI across all of their core marketing activities, nearly half (48%) of AI deployments struggle to drive business value .
This is based on a survey of 2,600 marketers across industries in Australia, Germany, the Nordics, the UK and the US, conducted by the Infosys Knowledge Institute.
The report ranks CMOs as leaders (13%), learners (60%), or laggards (27%) in AI mastery, based on their ability to deliver business value from AI in multiple marketing activities.
The report also identifies that AI-savvy CMOs make data-driven decisions using predictive AI to anticipate customer needs, personalize and optimize campaigns, and improve marketing performance. They are also able to better use generative AI to bring together the value of data, industry expertise and creative execution to build capabilities, from the ground up, within their teams.
Additionally, the research explores AI adoption across the marketing lifecycle, including for activities such as content creation, chatbots, sales enablement, personalization, campaign management and analysis.
The results show that 96% of marketers have deployed AI in at least one marketing activity; 52% of AI marketing deployments generate business value; 30% of marketers have deployed AI across seven key marketing activities; and 62% of CMOs are poised to increase their influence over company strategic decisions.
The study found that marketers expect AI to deliver measurable value over the next 18 months, including a double-digit increase in productivity (15 percentage points), cost savings ( 13 percentage points) and speed to market (11 percentage points). .
Infosys outlines four tactics that AI mastery leaders are employing to drive business value from their AI deployments: integrating AI solutions into sales and marketing processes; align AI, business and marketing strategies; consider risk management in AI-based marketing solutions; and ensure the MarTech stack is scalable and optimized for AI use cases.
Satish HC, executive vice president and chief delivery officer at Infosys, said the report’s findings show how forward-thinking marketing leaders are adapting to this new landscape.
“At the heart of this transformation is the reimagining of marketing from end to end, taking a holistic approach to innovation,” he said. “By focusing on disintermediation for greater agility, businesses can quickly adapt to changes and improve their competitive advantage. »
