As the landscape of marketing continues to evolve, a recent report from Gartner reveals significant insights into how artificial intelligence (AI) is reshaping the roles of marketers. Nearly two-thirds of marketers anticipate that advancements in AI will dramatically alter their responsibilities within the next two years. However, a substantial percentage still struggle to connect AI initiatives to tangible business outcomes.
Among marketers utilizing generative AI—excluding AI agents—only 5% report seeing significant gains in business performance. Moreover, marketers who have advanced further in their adoption of AI capabilities find that these tools are not yet delivering the expected results. Sharon Cantor Ceurvorst, Vice President of Research in the Gartner Marketing Practice, emphasizes that the key to successful AI implementation lies in a holistic approach rather than a piecemeal strategy. “CMOs who simply bolt AI onto legacy systems and processes will fail to drive growth; those who use it to reshape the business will lead,” she explained via email.
Amid speculation that the generative AI market may soon face disillusionment, industry players—ranging from agencies to consumer brands—continue to ramp up their AI initiatives. Gartner’s hype cycle indicates that generative AI is currently experiencing the early stages of the “trough of disillusionment,” while AI-powered agents are still in the “peak of inflated expectations” phase. These agentic AI tools are becoming increasingly relevant, particularly as businesses look to enhance consumer interactions while maintaining efficiency in campaign creation.
Despite the skepticism surrounding AI, Gartner maintains a positive outlook on its potential. The report highlights that significant disruptions are imminent in traditional digital advertising channels like search, social, and display. Major players in this arena, including Google, Meta, and Amazon, are investing tens of billions annually to integrate AI and adapt their core functionalities.
Adopting a Zero-Based Mentality
Given the levels of investment in AI, Gartner suggests that marketers should adopt a zero-based mentality. This involves a thorough assessment of all marketing activities, ensuring that every interaction with consumers is intentional and distinct from competitors. Marketers are encouraged to evaluate their channels quarterly to confirm that they meet performance benchmarks. “The most successful companies don’t necessarily spend more on agentic capabilities. Instead, they prioritize strategic direction, process mapping, and talent implications,” Cantor Ceurvorst noted.
As the role of the Chief Marketing Officer (CMO) expands, accountability across various functions is set to increase. Currently, marketers are accountable for an average of five functions, a number projected to rise to eight by 2027-2029, particularly in areas such as customer experience, commercial alignment, and product strategy. However, stagnating budgets may hinder these efforts, complicating the integration of AI technologies.
AI has the potential to alleviate some of the burdens associated with data management, allowing marketers to sift through vast amounts of information, identify patterns, and visualize insights. Yet, 62% of marketers report using generative AI moderately or extensively for market research, which may lead to content that lacks differentiation. Marketers must guide their teams to apply critical thinking and ensure that AI-generated content aligns with broader strategies while remaining ethical and scientifically sound.
“Success in this new era requires CMOs to set clear strategic direction, adapt to AI-driven customer journeys, and focus on creating authentic, differentiated value,” stated Ewan McIntyre, Vice President Analyst and Chief of Research for the Gartner Marketing Practice. In this evolving environment, CMOs must transition from being mere influencers to becoming architects of business impact.
Gartner’s findings stem from various surveys conducted among 402 senior marketing leaders, 413 marketing technology leaders, and 426 business leaders throughout 2023. As the marketing landscape transforms, the ability to leverage AI effectively will be crucial for driving growth and maintaining competitive advantage.
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