While no one knows how the agentic future will unfold, understanding four potential paths can help marketers develop resilient strategies.
Lead the Agentic Shift
AI is transforming not just marketing but also the role of the CMO. Leaders must embrace agentic AI models to unlock speed, precision, and a new frontier of performance.
Article
November 25, 2025
Agentic AI is ushering in a new era for marketing, one where autonomous systems learn, decide, and act alongside human teams.
Article
November 18, 2025
AI is redefining marketing as a growth engine—and repositioning the CMO as a chief growth architect.
Article
October 1, 2025
Deployment of GenAI tools for creative tasks lags despite widespread optimism among marketers and significant improvements in tool capabilities. BCG’s recent survey of 251 global marketing leaders reveals three keys to using GenAI tools to their full potential.
Article
November 12, 2025
By using AI’s power to gain real-time intelligence and to break down organizational silos, CMOs can evolve from tactical marketers to strategic growth architects.
Hear from CMOs and Marketing Leaders
What are leading CMOs doing differently? Hear real-world CMO insights from leaders at the forefront of change—how they are redefining CMO priorities, transforming marketing, and driving growth in the age of AI.
Video
January 8, 2026
Rethinking the Consumer Journey in the Age of AI
Moloco CMO Paul D’Arcy and BCG’s Giorgo Paizanis discuss how AI is collapsing the marketing funnel—and why brands must rethink discovery, conversion, and loyalty.
Video
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
April 28, 2026
How Voice AI Is Transforming Enterprise Customer Experience
Ben Budde of ElevenLabs and Juan Martin Maglione of BCG X explain how expressive, low-latency voice agents are reshaping everything from banking to customer service.
Video
The Three Areas Where AI Is Transforming Marketing
Making Science’s Nick Tiano shares how AI is helping marketers level up in creative and content, personalization and media, and measurement and insights.
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.
Capture Growth and Value with AI
CMOs are rethinking spending, scaling GenAI, and safeguarding brand equity to deliver impact and efficiency in parallel while evolving their CMO strategy.
Article
February 12, 2026
Consumer packaged goods marketing is becoming more growth oriented and AI enabled, allowing functions to rewire for speed and localization to create holistic value.
Article
December 12, 2025
Brand marketing is a powerful financial lever, but in an AI-saturated market, the return comes from investing in the five practices that move influence, trust, and choice.
Article
August 15, 2025
To preserve their brand’s character in an oversaturated market, CMOs must blend human creativity with AI’s power to scale.
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.
PDF | JUNE 2025
In this BCG Executive Perspective, we articulate the vision and value of the future of marketing with AI.
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.
Customer Experience at Scale
Customer expectations are rising across every touchpoint. CMOs are expected to deliver connected, end-to-end customer experiences that drive loyalty, growth, and measurable impact.
Article
May 7, 2026
The growth of self-executing agents and consumers’ desire for a seamless experience have raised the stakes for brands and retailers.
Article
January 2, 2026
Shoppers find GenAI’s input decisive and say it increases their confidence in their purchase decisions. Brands must optimize this new touchpoint with consumers.
Article
October 29, 2025
As more customers rely on third-party AI agents to help them shop, brands risk losing their influence unless they reinvent their customer experience.
Article
January 13, 2025
The convergence of AI-powered agents and innovative hardware will enable brands to deliver superior customer experience at a much lower cost-to-serve.
BCG helps companies transform their commercial strategies to achieve customer-centric, double-digit growth. Future growth belongs to marketing and sales functions that harness Generative AI to make every touchpoint count. Visit our LinkedIn page for more insights shaping the CMO agenda.
Power Customer-Led Innovation
Consumer behavior is evolving fast. CMOs increasingly rely on AI to understand shifting journeys, embed new ways of working, and turn customer insights into innovation and measurable value.
Article
April 15, 2026
AI is set to shift merchandising from a series of siloed processes to a more integrated system. Retailers need to prepare.
Article
January 20, 2026
Companies deploying AI agents at scale need to redesign their end-to-end processes if they want to achieve the promised step changes in productivity and value creation.
Article
November 7, 2025
Artificial intelligence can automate and streamline many basic marketing functions, but the real opportunity lies in AI's ability to help CMOs reinvent their entire operating model.
Article
October 29, 2025
Women’s Wear Daily and Boston Consulting Group recently set out to explore what really matters to young consumers, and how leading brands are adapting to win over Fashion’s Next Gen.
Article
June 16, 2025
As marketers move away from the traditional marketing funnel, they need to understand the influence that each touchpoint exerts on consumer demand and outcomes.
BCG experts will join global leaders in Cannes June 22–26, 2026, to share insights and help CMOs create growth in the age of AI, where human creativity and intelligent systems increasingly work together to shape how brands operate and evolve.
Our CMO Agenda Leaders
Our experts bring deep CMO insights and hands-on experience—helping each chief marketing officer navigate complexity, accelerate transformation, and deliver sustained growth.
