On June 17, 2025, the IBM Institute for Business Value released a pivotal study revealing insights into how Chief Marketing Officers (CMOs) perceive artificial intelligence (AI) as a catalyst for growth, despite facing significant operational hurdles. Conducted in collaboration with Oxford Economics, the study surveyed 1,800 marketing and sales executives across various industries, providing a comprehensive look at the current landscape of AI adoption in marketing.

2. AI: A Game-Changer for CMOs

The study found that a staggering 81% of CMO respondents recognize AI as a game-changing technology. However, this enthusiasm is tempered by stark realities, as 84% of those surveyed reported encountering challenges stemming from rigid and fragmented operational systems. This execution gap highlights the difficulties CMOs face while attempting to integrate AI effectively into their organizations.

Underestimating Operational Complexity

A notable 54% of respondents admitted to underestimating the operational complexity involved in translating AI strategies into concrete outcomes. Furthermore, only 17% feel adequately prepared to incorporate agentic AI—AI that can act autonomously—into their workflows. This disconnect raises questions about the readiness of marketing departments to embrace the full potential of AI technologies.

3. Cultural and Operational Shifts Required

The study underscores a pressing need for cultural and operational adjustments within organizations. Only 23% of surveyed CMOs believe that their employees are ready for the shifts that AI will bring, while 67% view reshaping corporate culture to accommodate emerging technologies as part of their responsibilities. With 64% of CMOs now tasked with profitability and 58% accountable for revenue growth, the research indicates a critical demand for improved technology integration and cross-functional collaboration.

The Revenue Potential of Collaboration

Internal collaboration—or the lack thereof—can significantly impact financial performance. The study revealed that CMOs facing collaboration challenges experienced a 12% revenue growth in 2024, compared to 13% for their higher-performing counterparts. This seemingly minor difference could represent an impressive $140 million in potential revenue for an average organization with a $14 billion revenue base.

4. Key Findings on AI Preparedness

Talent and Infrastructure Gaps

The study also highlighted several significant gaps in talent and technology infrastructure necessary for implementing AI strategies effectively:

65% of CMOs agree that AI-literate talent is crucial for achieving critical objectives, yet only 21% feel they possess the necessary talent to meet their goals in the next two years.

A mere 22% of organizations have established clear guidelines for AI use in automated decision-making, indicating a substantial knowledge gap that must be bridged.

62% of respondents reported that the rapid pace of change is creating tensions between demand and operations functions.

Challenges with Technology Integration

The fragmentation of technology and operational silos were identified as major barriers to performance:

Only 28% of organizations report effectively aligning end-to-end customer experience across functions.

Aligning marketing, sales, and operations could potentially unlock a 20% increase in revenue.

The majority of CMOs (about 68%) agree that simplifying technology infrastructure is essential for enhancing efficiency.

5. Looking Ahead: Cybersecurity and Data Privacy Concerns

As CMOs gaze into the future, concerns about cybersecurity and data privacy are paramount. These challenges, coupled with the need for technology modernization and talent retention, top the list of priorities for the next three years. Notably, 69% of CMOs acknowledged the necessity to rethink their data strategies in light of emerging privacy regulations.

6. Conclusion

The IBM study paints a compelling picture of the current state of AI integration within marketing departments. While the recognition of AI's potential is widespread, the operational complexities and cultural shifts required for effective implementation pose significant challenges. As CMOs strive to navigate these hurdles, the emphasis on collaboration, talent development, and streamlined technology will be critical for driving future growth and ensuring long-term success in an increasingly AI-driven landscape.

Original press release