CMOs Betting Big On AI In 2026 … But Confidence Gaps Are Holding Them Back
AI is topping many strategy lists in 2026, including those of half of the CMOs recently surveyed by Dentsu, who say they’re prioritizing AI investments to develop new offerings.
Unfortunately, what CMOs are prioritizing and what CMOs are confident in prioritizing don’t always align, as only 46% expressed confidence in their organization’s ability to implement.
(Source: Dentsu)
“CMOs report being more confident when it comes to AI adoption as a measure to enhance effectiveness and generate savings, but they seem less confident when it comes to generating net new value out of AI capabilities,” says the report, titled CMO Navigator: Rethinking Marketing In The Age of AI.
The report also found 45% prioritizing (and 53% confident in their ability to implement) AI adoption to increase marketing efficiency.
“Looking at the next six to twelve months, CMOs tend to prioritize investment and optimization strategies, rather than saving strategies,” the report says. “Regardless, AI adoption is seen as a key enabler for all these approaches.”
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