Recent research highlights pivotal trends, notably the transformative role of artificial intelligence (AI), which 65% of CMOs believe will significantly reshape their responsibilities in the next two years.
A Gartner survey underscores that 82% of business leaders anticipate their company’s identity will need to adapt markedly due to the impact of AI. This sentiment reflects the growing recognition that AI is not merely a tool but a fundamental driver of business strategy.
CMOs must evolve from traditional roles focused on execution to positions centred on strategic insight and customer experience. Ewan McIntyre, VP analyst at Gartner, notes that CMOs should focus on building hybrid human-AI teams and honing leadership capabilities that embrace adaptability and creativity.
In Asia, the adoption of AI is increasingly contextual. For instance, businesses are leveraging AI-driven analytics to enhance customer engagement, improve personalisation, and optimise marketing strategies.
However, despite the potential, a mere 5% of marketing leaders report significant business gains from their AI initiatives, suggesting that many organisations are yet to unlock AI's full value.
This gap indicates a pressing need for CMOs to rethink their strategies, focusing on integrating AI effectively within their marketing frameworks.
Moreover, the rise of GenAI technologies has led to a "customer attention crisis," reshaping how brands engage with consumers. As AI tools disrupt traditional marketing channels, CMOs must ensure that every customer touchpoint is relevant and distinctive.
Given the increasing prevalence of agentic buying—where AI influences purchase decisions—marketers must anticipate dual customer journeys: one driven by AI and another by human evaluation.
Sharon Cantor Ceurvorst from Gartner emphasizes the importance of emotional connections at these touchpoints to foster long-term brand loyalty.
As operational heads, COOs must align their strategies with these marketing transformations. Seamless integration of product delivery with evolving customer preferences driven by AI will be critical for maintaining competitiveness. The operational efficiency gained through AI can facilitate quicker adaptations to market demands, ultimately enhancing customer satisfaction.
The intersection of AI and evolving consumer behaviors demands a proactive approach from CMOs and COOs in Southeast Asia and Hong Kong. Success will hinge on their ability to reengineer business models, embrace AI holistically, and engage customers meaningfully.
