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The AI evolution of the modern CMO
From AI experimentation to proven enrichment
From the front lines of marketing leadership, the CMO Program offers a snapshot of how CMOs deployed AI pilots in 2025—where they’re seeing traction, what’s getting in the way, and what’s starting to scale in 2026. It spotlights the use cases gaining growth momentum, the foundational barriers holding teams back, and practical ways to run pilots more effectively. Explore the insights to inform your next move.
About the survey
We asked 50 clients to recap their 2025 AI investments in our inaugural Growth Signals + Standards pulse survey in late 2025. The data reveals a clear market shift from isolated experiments to strategic enrichment, which is how leaders are now building a competitive advantage.
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AI piloting in marketing and growth shows broad experimentation, with 2 in 3 companies adopting 3+ use cases. Based on our survey results, companies can be classified into three categories:
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Adoption is concentrated in high-velocity, lower-friction use cases.
Content creation, predictive analytics, and conversational AI are setting the pace—more than 60% of respondents say these capabilities are already in place or will be soon. More automation-intensive use cases follow behind, pointing to a clear maturity journey: Teams start by assisting, then progress toward orchestrating as confidence builds and governance, controls, and integration take hold.
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The biggest hurdles aren’t conceptual—they’re foundational.
Technical integration and data challenges top marketers’ implementation barriers. Put simply: The constraint isn’t the algorithm itself. The constraint is about how AI connects into existing systems with clean, reliable customer data to help drive practical and scalable insights.
