To preserve their brand’s character in an oversaturated market, CMOs must blend human creativity with AI’s power to scale.
GenAI’s Impact on Marketing
GenAI is reshaping every chief marketing officer leads. CMOs are transforming teams, strategy, and creativity—all central to the modern CMO agenda and aligned with fast-shifting priorities across industries.
Article
June 2, 2025
Growing optimism about GenAI’s future impact is fueling new marketing investments that prioritize growth and not only efficiencies, according to BCG’s annual global survey of 200 CMOs.
Article
June 21, 2024
As GenAI drives the marginal cost of marketing content to near zero, the resulting speed, flexibility, and cost efficiency will transform how creative teams work.
Article
June 12, 2024
According to our 2024 survey of over 200 CMOs in 7 countries, CMOs increasingly view generative AI (GenAI) not only as a way to improve efficiencies but also to unlock growth.
Article
April 5, 2024
To advance their marketing maturity, brands must embed data, conduct full-funnel marketing planning, and deliver technology-enhanced consumer experiences daily.
Article
June 15, 2023
GenAI technology is already enhancing marketing efficiency and productivity. Managed responsibly, it can positively reshape the role and influence of the CMO.
Interview
August 10, 2023
BCG's Silvio Palumbo discusses AI's role in reshaping the marketing function, including how platforms like Fabriq Personalization AI can translate complex data into powerful customer insights.
Hear from Fellow CMOs
Chief marketing officers gain valuable perspective by learning from peers across industries. We interview leading CMOs to uncover shared challenges, cross-sector insights, and proven strategies that shape the evolving CMO agenda.
Video
July 14, 2025
How to Move from Experimentation to Transformation with AI
Sanjna Parulekar from Salesforce and BCG’s Bryan Gauch say companies need to focus on the basics—people, processes, and data—to scale AI.
Video
July 1, 2025
Tomorrow’s Marketers Are Marketing Scientists
BCG’s Jessica Apotheker explores how AI helps marketers tap into new intelligence and democratize that intelligence in decision making.
Video
June 26, 2025
The Art of Modern Marketing
Oliver Pilgerstorfer of IFS explains why real innovation in marketing isn’t about doing the same things faster with AI—it’s about reinventing the playbook entirely.
Video
July 23, 2025
A Human Touch in Marketing
Hilary Kerner of Insight Enterprises and BCG’s Lauren Taylor explain why AI will enhance, not replace, marketing teams and how brands can lead with creativity.
Video
June 19, 2025
How Leaders Can Build Their Personal Brand Online
Leaders should share insights—and what they’re still figuring out—with honesty and humor, LinkedIn’s Jessica Jensen tells BCG’s Alex Baxter.
Video
July 1, 2025
The Business of Creativity and Storytelling
Growing brands is tantamount to growing businesses, which is why the storytelling behind why someone should want your brand is imperative, says Marisa Thalberg of Catalyst.
Marketing Spend, Measurement, and ROI
Every chief marketing officer needs clearer measurement, better ROI tools, and smarter pricing models. These capabilities are essential to the CMO agenda and driving value.
Article
June 12, 2024
As touchpoints keep multiplying, updating traditional measurements is important. But companies also need smarter activation strategies with a clear return on investments.
Article
May 30, 2024
Marketers who measure mindshare can grow brand value more effectively than with traditional approaches.
Article
September 19, 2023
Marketers need to know if a campaign is working now, not several months from now. First-Fast Response, BCG’s precision-branding metric, drives impact by delivering fast, targeted insights.
Article
June 16, 2025
CMOs are increasingly being asked to do more with fewer resources. Discover where they can succeed and how they can unlock savings to fund new growth.
Article
April 19, 2022
The floor has fallen out from under marketers. They need a bold new approach to measuring the impact of their efforts—and determining where to spend their organizations' dollars.
Brand and Consumer Strategy
CMOs are rethinking brand strategy to meet evolving customer needs. A comprehensive CMO agenda includes personalization, sustainability, and growth—making it vital for every to revisit long-standing priorities.
Article
June 12, 2024
Consumers looking for products and services online are increasingly moving to the world of GenAI-powered platforms. Your brand needs to be there, too.
Article
January 10, 2024
Companies are responding to a number of headwinds by transforming their marketing organizations to achieve measurable improvement in performance and efficiency and to ensure future sustainable growth.
Article
January 13, 2023
Reframing brand spending as a vital long-term investment helps companies build the resilience they will need when a downturn hits.
Agile and the Evolution of Marketing
Rapid change defines the modern chief marketing officer. CMOs must pivot fast and adapt to digital disruption—skills now central to CMOs’ priorities in a rapidly evolving digital marketing landscape.
Article
September 5, 2024
Combining marketing, sales, and customer success functions into agile teams can create a better experience for customers and unlock new revenue.
Article
August 4, 2023
Agile principles can enhance the performance of marketing organizations––as long as companies apply the principles flexibly rather than adhering strictly to agile methodology.
Article
December 14, 2022
When marketers face increased pressure and scrutiny, they can improve quality and increase efficiency by adopting the agile principles that have made product development efforts successful.
