CMOs are the champions of enterprise AI transformation
CMOs are strategically positioned to lead AI adoption across the enterprise due to their deep understanding of customer behavior, data, and market trends.
They have the unique ability to align AI initiatives directly with business goals, driving measurable results such as increased revenue, customer satisfaction, and brand loyalty. Their experience in leveraging data analytics and machine learning for marketing purposes makes them natural leaders in integrating generative AI (genAI) throughout the organization.
Marketing departments are already leading the way in AI adoption, with nearly 70% of enterprise marketers either implementing or planning to implement genAI within the next six months.
This figure is higher than the 54% of executives in other non-IT business functions who are at the same stage. This early adoption positions CMOs to provide valuable insights and best practices to other departments, reinforcing their role as key drivers of AI integration across the organization.
The top three ways CMOs can drive AI adoption
CMOs are key in three main areas to drive successful AI adoption in the enterprise: connecting AI investments to business outcomes, transforming the workforce, and addressing risks proactively.
Each area offers a unique opportunity for CMOs to leverage their expertise, build trust, and demonstrate tangible value from AI initiatives.
1. Make AI investments deliver real business results
For AI to create value, it must be directly tied to specific, measurable business outcomes. CMOs are in a prime position to make these connections due to their direct involvement in revenue generation and improving customer experiences.
Their ability to link AI applications, such as predictive analytics, personalized content creation, and dynamic pricing, to revenue growth and customer satisfaction is key for driving organization-wide AI acceptance and investment.
Smart strategies to link AI to business wins
- Focus AI on what moves the business needle: CMOs should identify genAI use cases that are most likely to impact critical business outcomes, such as increasing revenue, reducing costs, or managing risk. By targeting areas like customer segmentation, personalized marketing, and product recommendations, CMOs can align AI efforts with high-impact business priorities.
- Find the right path to bring AI into your business: The landscape of genAI applications is diverse, ranging from solutions offered by hyperscalers like AWS and Google Cloud to specialized tools from martech vendors and agencies. CMOs should evaluate these options carefully to determine which technologies align best with their organization’s goals and capabilities, considering factors such as scalability, integration potential, and cost.
- Use AI to drive fast wins in productivity: Marketing teams have seen rapid gains in productivity through improved content access, enhanced search capabilities, more effective personalization, and optimized advertising. These improvements can be tailored for other departments, such as sales or customer service, to accelerate overall productivity and demonstrate the tangible benefits of AI.
- Competently measuring AI impact: Effective measurement is crucial for proving the value of AI initiatives. CMOs should develop robust frameworks to track key performance indicators (KPIs) related to AI pilot programs, such as conversion rates, customer lifetime value, and operational efficiency. Sharing these insights across the organization helps other business units understand the value AI can bring.
2. Shape a workforce ready to embrace AI
With the rapid adoption of AI, employees often worry about the potential for AI to replace their jobs. When employees believe their roles are at risk, their intent to stay with the company drops sharply from 41% to 14%.
CMOs must proactively address these concerns to maintain morale and retention, especially given that marketing and creative roles are perceived as particularly vulnerable.
Practical tips to ease employee fears about AI
- Build a collaborative AI learning culture: Establish regular sessions for employees to share their experiences with genAI, both within the workplace and in personal use cases. This approach encourages a culture of learning and curiosity, helping team members feel more comfortable and excited about AI adoption.
- Set clear rules to use AI safely and smartly: Develop comprehensive guidelines that outline the ethical and responsible use of AI tools. By communicating the organization’s AI strategy and addressing potential risks, CMOs can help build trust and confidence among employees.
- Empower teams to use AI like pros: Provide training and development opportunities to enable teams to leverage AI tools for various tasks, from creative execution and content creation to data analysis and code drafting. Collaborating with external agencies to adopt similar practices ensures consistency and maximizes the benefits of AI across all marketing functions.
- Get ready for future roles in an AI-driven world: As AI continues to evolve, new roles will emerge, requiring new skills and expertise. The Institute for the Future and Dell Technologies estimate that 85% of the jobs that will exist in 2030 have not yet been created. CMOs should encourage a growth mindset and prepare employees for these future opportunities by offering upskilling and reskilling programs.
3. Face AI risks before they become problems
Concerns about AI risks, such as spreading false or misleading information, are widespread. 72% of consumers fear that AI-generated content could be misleading, which can damage trust and brand reputation.
CMOs must confront these risks directly, demonstrating that the organization is taking steps to use AI responsibly.
Actionable steps to manage AI risks
- Create leadership councils that steer AI safely: Form AI leadership councils to establish risk management policies, ensure compliance with ethical standards, and create a framework for responsible AI use. These councils can guide decision-making and foster a culture of accountability.
- Guarantee content authenticity with clear standards: Set and enforce strict guidelines for content authenticity, such as labeling AI-generated images and verifying information before publication.
- Stay alert to AI-driven content threats: Expand media monitoring capabilities to detect threats in text, images, and videos, and establish automated response systems to handle issues quickly.
- Streamline compliance to stay ahead of AI challenges: Integrate legal, regulatory, and brand compliance into a seamless process to enhance efficiency and maintain trust with stakeholders.
How CMOs prove their worth by leading AI change
By taking a proactive stance on AI adoption, managing risks, and driving measurable business outcomes, CMOs prove their strategic value to the enterprise—showing how AI can solve pressing business challenges, improve customer experiences, and build a competitive edge.
As leaders in AI adoption, CMOs help navigate the complexities of AI, ensuring that their organizations remain agile, innovative, and ready for the future.
Final thoughts
Will you let marketing lead the way in driving AI’s potential across your enterprise, or risk falling behind in a market that rewards those who innovate?
Consider how your brand can tap into the power of AI to stay competitive and redefine what success looks like in your industry. Are you ready to lead the charge and turn AI from a buzzword into your brand’s greatest advantage?
