AI Fluency: The Power-Up for Marketers
Infosys CMO Radar 2024 reveals how artificial intelligence (AI) is redefining the role of modern marketers. CMOs now have a greater part in solving problems, influencing business decisions, and achieving their organizations’ strategic goals. We surveyed 2,600 marketing leaders across 14 industries and five countries or regions to discover how they supercharge efficiency and innovation with AI.
Unlock the success that only 52% of AI deployments achieve.
AI-fluent CMOs gain substantial value by seamlessly integrating AI into business processes, harmonizing strategies, and optimizing MarTech stacks for measurable outcomes. Companies equipped with advanced data architecture, characterized by unified platforms and robust governance, have a distinct edge in AI marketing.
Key Takeaways
AI is transforming marketing
From creating content to analyzing behavior and personalizing experiences, AI is already deeply deployed in marketing. Our findings revealed:
AI is now an indispensable tool for marketers.
73% of marketers have experimented with or deployed AI in all seven marketing activities.
AI is used in nearly 60% of marketing personalization, campaigns, and content creation.
AI done right delivers strategic business value
When AI intersects with marketing, its transformative potential translates into tangible value. Businesses most likely to achieve value are those equipped with a robust AI management framework.
56% of companies have dynamic and coordinated AI, business, and marketing strategies. These companies are more likely to achieve better outcomes than those without such alignment.
The 27% of marketers with AI embedded in their business processes, systemic governance and active leadership involvement, are more likely to generate value.
MarTech and data mastery are keys to AI success
Strong infrastructure enables marketers to harness technology and data effectively, and deploy AI capabilities that fuel large-scale innovation.
The 37% of companies with advanced MarTech are more likely to see business returns from AI.
Better data architecture and integration can help lift companies out of the lowest performance tier.
Mastering AI Fluency: Your Path to Success
Infosys CMO Radar reveals four tactics that AI-fluent CMOs apply to maximize AI-driven marketing.
Embed AI solutions into business processes.
Companies that integrate AI deeply into their performance marketing processes activate the real-time insights, visibility, and agility needed to create a competitive advantage.
CMOs also need to effectively scale AI across marketing functions, create robust governance, and ensure business processes are adaptable.
Align your AI, business, and marketing strategies.
Strategies must evolve in step with AI. To set the correct course, businesses should prioritize AI use cases in marketing based on value, feasibility, and risk.
A well-aligned strategy effectively secures leadership buy-in, improving the chances of long-term success of AI initiatives.
Factor risk management into adoption of AI marketing solutions.
Risk management, though frequently discussed, often is not integrated into AI plans. As AI converges with marketing processes, CMOs must embed essential guardrails into AI initiatives.
Without a systematic approach to risk management, companies face potential exposure to reputational damage, regulatory repercussions, and customer trust issues.
Ensure your MarTech stack is scalable and optimized for AI use cases.
Businesses with an advanced MarTech stack, featuring real-time customer data platforms (CDPs), modern data architecture, marketing automation tools, and advanced analytics capabilities, are better equipped to leverage AI for significant outcomes.
A stronger MarTech stack begins with a cloud-native infrastructure — one that’s scalable and supports a wide range of AI use cases.
Infosys CMO Radar 2024, Visualized.
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