by Marketing Solutions Team
July 21, 2025
Marketing Leaders Lean Into GenAI Amid Uncertainty
In an increasingly volatile macroeconomic climate—marked by inflation, geopolitical strife, and intense competition—Chief Marketing Officers (CMOs) are turning to Generative Artificial Intelligence (GenAI) to maintain momentum. Despite moments of cost-cutting and strategic realignment, GenAI is emerging as a long-term investment priority. Many CMOs view it not as a short-term fix, but as a transformative capability that can improve both productivity and creativity.
From Pilots to Scaled Implementation
Over the past year, many marketing teams have moved past experimentation and pilot programs into scaling GenAI tools across their organizations. Rather than isolated use cases or innovation teams, companies are now embedding GenAI into core marketing workflows—from content creation to performance analysis. This marks a shift from tentative testing to enterprise-wide operational change, fueled by tangible early returns and increasing C-suite confidence.
Use Cases Expand Across Marketing Functions
CMOs are using GenAI to automate content generation, optimize media performance, improve customer segmentation, and enhance personalization at scale. For example:
Retailers are deploying GenAI for dynamic e-commerce content.
Financial institutions are using it for automated customer communication.
B2B marketers are generating first-draft proposals tailored to specific client needs.
This proliferation of applications is helping teams move faster, reduce production costs, and test more creative ideas at scale.
Building the Right Infrastructure and Governance
As GenAI becomes operational, leading CMOs are prioritizing data infrastructure, model transparency, and governance protocols. Trust and quality are central issues. Many companies build internal guardrails and cross-functional governance teams to ensure GenAI-generated content upholds brand safety, complies with regulations, and aligns with equity standards. High-performing teams are also investing in robust measurement frameworks to quantify impact and adapt strategies in real time.
Reskilling Marketers for the AI-Driven Future
One of the most significant shifts is in marketing talent management. Successful CMOs are investing in upskilling their teams—teaching them how to prompt GenAI effectively, evaluate its outputs, and integrate it into existing workflows. Some are creating new roles, such as AI marketing specialists, dedicated to managing and optimizing AI-based systems. This transformation is as much about workflow redesign as it is about technology.
Embracing a Test-and-Learn Culture
In this rapidly evolving space, experimentation is key. CMOs who move quickly—but thoughtfully—are building "test-and-learn" cultures where teams are encouraged to experiment with GenAI and iterate based on real-world results. Leaders are adapting to changing technologies while staying anchored in customer value, brand voice, and creative strategy.
Final Thoughts: From Novelty to Necessity
Generative AI is no longer a novelty—it's becoming embedded in how modern marketing teams operate. Although economic conditions remain uncertain, CMOs are increasingly treating GenAI as a necessity rather than a luxury—one that can drive productivity, personalization, and performance across the board. Those who invest wisely now are likely to reshape their marketing functions for lasting competitive advantage.