What: A significant majority of chief marketing officers are now interested in utilizing generative AI to enhance their brand’s identity and communications.

Why it is important: This shift indicates a growing confidence in AI's ability to drive creativity and business transformation, reflecting a broader acceptance of technology's role in marketing.

According to Dentsu Creative's 2024 CMO Report, 83% of global CMOs believe creative ideas can transform businesses, with 79% viewing marketing as a key driver of business transformation. The survey of 950 CMOs and 25 CEOs in the U.S. reveals that 81% see creativity as more crucial than ever, and a growing number are warming up to generative AI. Over three-quarters of respondents are interested in training AI on their brand’s look, feel, and tone of voice. This marks a significant change from last year when two-thirds doubted AI's emotional resonance in content creation. CMOs are also grappling with predicting trends and investing in innovation, with many planning to allocate significant portions of their budget to these areas. Additionally, there is an ongoing struggle with balancing control over brand stories while collaborating with other brands and platforms, highlighting a need for agency support in navigating business transformations.

Chief marketers embrace generative AI