AI Revolutionizes Marketing: Insights from Infosys' CMO Radar Report

Artificial Intelligence (AI) is redefining the marketing landscape, according to Infosys' CMO Radar Report 2024, which surveyed 2,600 marketing executives across 14 countries. The findings reveal that while 96% of marketers are using AI in at least one marketing function, only 52% report tangible business value from these investments.

The report highlights seven critical marketing activities benefiting from AI adoption: campaign management, content creation, personalization, lead generation, customer journey mapping, performance analysis, and real-time engagement. Notably, 73% of marketers are leveraging AI across multiple areas, yet only 13% have achieved "leader" status in AI fluency, with most falling into the "learners" category.

Industry Insights and Adoption Trends

Industries such as banking, automotive, telecommunications, retail, travel, hospitality, and insurance are leading in AI integration. Balaji Sampath, Senior Vice President and Segment Head of Marketing at Infosys, emphasizes that marketing roles are evolving from creative functions to strategic enablers. “Today’s marketers must be full-stack professionals who leverage technology to amplify their capabilities, enhance customer connections, and drive efficiency,” he explains.

The report also notes that 62% of CMOs are influencing technology decisions, business model innovation, and customer experience design, marking a significant shift in their roles.

Challenges in AI Implementation

Despite the optimistic adoption rates, challenges persist. Organisations face hurdles such as:

• Building a 360-degree customer view
• Addressing data privacy and security concerns
• Establishing robust data foundations
• Integrating front-end marketing tools with enterprise systems

Additionally, a lack of leadership support, unclear strategies, and organisational culture are slowing full AI integration. To tackle these barriers, companies like Coca-Cola, Eli Lilly, WPP, and M&C Saatchi have introduced roles such as Chief AI Officers to align AI adoption with business goals.

Future Investment and Ethical Considerations

Sampath identifies content creation, campaign management, and performance marketing as key areas for continued AI investment. He also underscores the importance of responsible AI and collaboration between CMOs, CIOs, legal teams, and financial leaders to navigate evolving AI regulations and ensure ethical implementation.

“AI regulations vary across regions and even within countries. Marketers who adapt responsibly and strategically will lead the way,” Sampath says.

AI's Role in Business Value

Sampath highlights a crucial insight: companies adopting AI across more than five marketing functions are seeing higher returns. He stresses the importance of blending technological innovation with human insight to deliver personalized, meaningful, and efficient customer experiences.