What: Marketing leaders demonstrate growing confidence in GenAI, with 83% expressing optimism and concrete improvements in customer experience.

Why it is important: With 60% of CMOs expecting 5%+ revenue gains, this trend indicates a fundamental transformation in marketing strategies and capabilities.

The latest BCG survey reveals a significant surge in CMO confidence regarding GenAI implementation, with optimism rising from 74% in 2023 to 83% in 2025. Despite economic volatility, 71% of CMOs are committing to substantial investments exceeding $10 million annually in GenAI over the next three years, marking a notable increase from 57% last year. The technology's impact is particularly evident in customer experience and content quality improvements, with over one-third of CMOs reporting positive outcomes. Looking ahead, CMOs are prioritising video generation, with 30% identifying it as their next focus area, alongside AI-powered personalisation and agentic AI deployment. While B2B companies show stronger interest in AI agents, with one-third of their CMOs citing it as a high investment priority, the trend spans both B2B and B2C sectors. Notably, CMOs are shifting focus from ROI measurement to talent development, addressing the challenge of GenAI expertise through internal upskilling initiatives rather than external hiring.

IADS Notes: Recent market evidence strongly supports this transformation in retail marketing. In March 2025, Adobe reported unprecedented growth in AI-powered shopping, with 38% of global consumers actively using AI tools and 80% reporting positive experiences. This aligns with McKinsey's February 2025 findings that 71% of consumers now expect personalised interactions. The business impact is particularly noteworthy, as demonstrated by Google Cloud's October 2024 survey showing 87% of AI-adopting retailers experiencing at least 6% revenue growth. However, implementation challenges persist, with December 2024 data revealing only 10% of companies successfully scaling their GenAI applications, highlighting the importance of strategic execution.

How CMOs are scaling GenAI in turbulent times