While concerns remain regarding the role of generative artificial intelligence in marketing, 83% of CMOs expressed optimism about the technology, a five point increase from the year prior, according to a report from Boston Consulting Group (BCG). As trust grows, so do investments, with 71% of marketers planning to invest at least $10 million in generative AI over the next three years, up from 57% the year prior.
“AI has gone from something to experiment and play around with to something that’s becoming core, embedded part of more and more marketing processes,” said David Edelman, senior advisor to BCG.
“How CMOs Are Scaling GenAI in Turbulent Times” is based on a global survey of 200 CMOs conducted in April and May.
The AI Switch
As generative AI continues to become a larger part of the marketing industry, CMOs views on the technology have shifted. Since 2023, the majority of CMOs have expressed optimism in the technology, with those holding this sentiment jumping nine points from 74% in 2023 to 83% in 2025. During the same period, feelings of anxiety and worry regarding generative AI dropped 23 points from 46% to 23%. Outright rejection of the technology has dropped to single digits, or 8%.
CMOs have continued to scale AI over the past 12 months, per the report. Notably, there has been a push toward expanding functionality beyond image generation. Sixty-eight percent of respondents are already deploying or plan to deploy live-action style video generation without humans. The same percentage of respondents are already using or plan to use AI to help with video enhancement, such as editing and supplementations. While video applications may be the next area of interest, 91% of respondents plan on deploying or will deploy AI to help with text translation.
However, while generative AI allows for a significant volume of content creation in a fraction of the time than was previously possible, that doesn’t necessarily mean marketers should greatly increase production, as the sheer volume of content could turn off consumers.
“You can create more, and marketers are basically just going to end up bombarding consumers because they can create more content. So are we getting a tragedy of the commons,” said Edelman.
The AI to consumer experience
Marketers don’t just see AI as just a content-producing technology, but a way to personalize the customer experience. Generative AI can be used to create next-best content, timed outreach and recommend products, among other tactics. As marketing budgets tighten and consumers feel the weight of economic pressure, using AI for audience optimization is going to become a top priority.
Half of respondents already use AI for product recommendations, with an additional 37% planning on deploying the technology. Custom timing of outreach is used by 43% of respondents and 29% plan on using AI for this purpose. While only 39% use AI for content performance forecasting, 40% are piloting this functionality. A similar trend can be seen with audience segmentation and optimization, with 36% of CMOs already using AI for this, while 44% plan on doing so.
Taking generative AI in marketing to the next phase could require CMOs to loop in other areas of the business.
“Marketers are stepping up to take more of a lead in the C-suite on how AI can help drive the business,” said Edelman. “They are seeing the opportunities for new customer experiences and ways of delivering value propositions. But a lot of that can’t all be done by marketing. It requires product management, service operations, sales, so it takes a village.”
