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AI boosts efficiency and creativity. In a May 2024 BCG survey, about 80% of CMOs worldwide reported that AI has improved productivity. The CMOs identified the following generative AI (genAI) use cases as top budget priorities: content creation, social media engagement, and ad copywriting.

Parts of our creative teams have been using [genAI] for ideation and iteration. It helps them trial ideas … to see how they look without having to do photo shoots or time-consuming artwork themselves … on the way to a campaign idea or creative execution.
ALEX SCHULTZ
CMO AND VP OF ANALYTICS, META

Generative AI Use Cases That Will Be Top Budget Priorities According to CMOs Worldwide, May 2024 (% of respondents)

AI enhances decision-making by analyzing customer data. AI helps marketers understand behavior and preferences. And it has made marketing more data-driven, agile, and aligned with AI-driven revenue intelligence and sales forecasting.

You can find ideal prospects using AI, using the characteristics and attributes of your current customers. … There’s win-loss analysis … and using AI to understand what’s working and what’s not working in the sales process.
BRAD MEHL
FRACTIONAL CMO, BOUNDLESS MARKETS

AI can help marketing teams do more with less. For instance, AI can streamline back-end processes, such as data management and understanding customer sentiment, freeing up marketers for more strategic work.

AI is amazingly helpful with filling in the data gaps, cleaning data, and uncovering trends with data. … It would’ve taken us forever … to gather all the [customer] notes and then analyze them. [AI] does that for you, … and my team can do more creative, interesting, and impactful things.
KEN YANHS
CMO, ZOOVU

AI can support customer-centric strategies. AI-powered tools, like chatbots and product discovery engines, enable real-time, tailored customer experiences. CMOs are also using AI to retain customers through loyalty programs and reengage at-risk subscribers—yet they stress the importance of maintaining the human touch.

We’re seeing higher levels of revenues from customers using the AI functionality on the platform, … [but] we still need that human ingenuity and sensibility to decipher what makes sense for the brand.
MICHELLE TAITE
CMO, MAILCHIMP