In the evolving landscape of marketing, particularly in the United States, the role of Chief Marketing Officers (CMOs) is undergoing significant transformation due to the rise of artificial intelligence (AI). A recent panel discussion hosted by Fortune at the Cannes Lions International Festival of Creativity highlighted how AI is reshaping the marketing profession. According to research from Russell Reynolds, over 90% of CMO job descriptions in 2025 will require candidates to possess not only performance expertise but also experience in leading and developing teams. This shift indicates a growing expectation for CMOs to act as architects of enterprise-wide growth and customer connection.
As AI becomes an integral part of marketing strategies, CMOs are expected to be technologically savvy. Donna Smith, a marketing executive at Monks, emphasized the importance of technology in the CMO role, stating that it is now one of the most valuable positions in the C-suite. However, there is a cautious approach among marketing leaders regarding the extent to which AI should influence creative work. While AI can assist in developing distribution methods and tailoring campaigns, Smith and other experts argue that human creativity should lead the development of ideas and messaging.
The impact of AI extends beyond internal marketing strategies; it is also changing how brands are discovered online. According to McKinsey, half of consumers are using AI-powered search engines, and it is predicted that $750 billion of consumer spending will be influenced by AI search by 2028. This shift necessitates the development of effective generative engine optimization (GEO) strategies by marketers. Despite the skepticism surrounding AI-generated content, those utilizing AI search are significantly more likely to make purchases compared to traditional search engine users.
The role of content creators is becoming increasingly vital in this new AI-driven landscape. Semrush reported a 410% increase in job listings for content creator roles since 2023, highlighting their importance in brand discovery and validation. C-suite executives are also becoming more involved in content creation, leveraging their social media channels to promote their businesses. However, a Fortune survey revealed that only 12% of marketers and finance leaders are currently using influencers to build brand credibility in the age of AI, indicating a gap in strategy that could be detrimental in the long run. As Treseder noted, trust is a fragile asset that must be carefully cultivated in the digital age.
