What CMOs Are Learning from Generative AI

Generative AI is reshaping how brands create, test, and personalise campaigns. According to the 2025 CMO Survey (Duke University & Deloitte), AI now powers 15.1% of all marketing activities, more than double the 7% reported just a year earlier. Most of this growth comes from automating content creation and personalizing experiences at scale — areas that used to rely heavily on manual work.

This rapid adoption isn’t just about novelty. Firms using AI-powered marketing report sales productivity gains of 8.6% and marketing cost reductions of 10.8% year-over-year, evidence that generative AI is driving measurable returns.

The world’s most recognisable brands are proving that creativity and algorithms can coexist.

Coca-Cola’s “Create Real Magic” campaign invited fans to design AI-generated artwork, producing over 120,000 submissions and global engagement. Similarly, Nike’s “Never Done Evolving” ad, featuring Serena Williams, used generative imagery to adapt visuals for different audiences — from runners to weightlifters.

These examples highlight the promise of “hyper-personalised creativity” — campaigns that adapt instantly to audience preferences while preserving brand identity.

Forrester’s Tania Yuki describes this shift clearly: “Marketers are challenged to achieve more with less, and GenAI has created ways to be more effective and efficient.” Major agencies now report AI-driven analytics that allow content and performance optimisation at scales previously impossible.

Many marketing leaders are building what’s known as the CDP + AI Model — a system where Customer Data Platforms (CDPs) feed machine learning models that predict customer needs, and generative AI tools instantly create tailored content.

Some CMOs are even updating the traditional 5 Ps of Marketing (Product, Price, Place, Promotion, People) with a sixth: Personalisation. With AI, marketers can now test dozens of creative variations in real time, continuously refining campaigns through rapid A/B testing loops.

AI’s impact goes beyond advertising visuals. Platforms like HubSpot report significantly higher click-through rates for AI-powered visuals and copy, while Nielsen data (via McKinsey) shows a 25% overall ROI lift from personalisation powered by machine learning.

The performance metrics are compelling.

Meanwhile, 78% of large agencies have integrated GenAI into their workflows, according to Forrester. As AI-generated ads and assets become standard, analysts at Gartner predict that by 2025, more than half of all digital ads will be created or optimised by AI systems.

Even as AI accelerates marketing cycles, leading CMOs emphasise one principle: creativity and empathy remain human-led. While AI drafts, tests, and analyses, humans provide the strategic and emotional intelligence that defines great brands.

The 2025 CMO Survey also reveals a cultural shift. Marketing leaders now hold greater strategic influence, earning a “seat at the table” as organisations realise that data-driven creativity directly impacts revenue. But with that influence comes responsibility — especially around data privacy and brand safety. As generative tools evolve, oversight and ethical use remain vital.

Generative AI isn’t replacing marketers. It’s amplifying them. The CMOs who blend data, creativity, and ethical oversight will set the new standard for brand performance in the AI era.