Nearly 70% of marketing leaders agree agentic AI will be transformative, yet effectiveness remains elusive

The Capgemini Research Institute’s CMO Playbook, “From complexity to clarity: How CMOs can reclaim marketing to build competitive edge,” finds that the role of the Chief Marketing Officer (CMO) is at a crossroads, calling for a fundamental reimagining of the function.  While expectations of CMOs are at an all-time high, they face a plethora of challenges such as tightening budgets, declining strategic influence, limited ownership of martech budget and integration of AI. Despite high optimism around the impact of generative and agentic AI, more than half (55%) of marketing leaders say these initiatives are currently funded by IT, with limited marketing control.

Nearly 70% of CMOs face rising expectations, yet their strategic influence is waning

While CMOs’ responsibilities are expanding, budgets are shrinking. The report finds that marketing budgets have tightened over the past two years to an average of just 5% of company revenue. At ...