《2025年CMO展望报告》

1CMO OUTLOOKHow marketingleaders shouldbe thinking about AIand data-driven decisioningheading into 20252A welcome from Marta Cyhan-BowlesWe’re pleased to share our annual CMO Outlook report with you. This year’s survey not only highlights the evolving priorities and concerns of senior marketing leaders around the world; it also explores how Artificial Intelligence (AI) is reshaping the marketing function for organizations of all sizes.What’s very clear? While other aspects of CMO strategy remained stable in 2024, Generative AI (GenAI) is at the forefront of significant growth and change. Indeed, it’s becoming a core element of the marketing mix for accelerating business growth.To drive sales in 2025, senior marketers will need to fully integrate responsible, consumer-centric GenAI tools into their overall marketing strategy. Our teams are leading the way, helping partners to see how AI is a healthy, growing extension of their organization. In this time of rapid change, NIQ is committed to keeping you at the forefront of the data-driven insights that give you a competitive edge. Marta Cyhan-BowlesChief Communications Officer and Global Head of Marketing COE3 Table of Contents1 New year, new opportunities for marketers 4 2 Market overview: Where we’ve been—and where we’re headed 5 3 Data utilization trends: Moving toward prescriptive outcomes 9 4 AI’s marketing impact: On the verge of transformation 12 5 AI-driven marketing accountability 16 6 AI-driven collaboration 177 The importance of long-term strategic investments 20 8 Making intelligent use of data-powered AI 22 9 Key takeaways 25 4NIQ’s annual CMO Outlook survey offers crucial insights for senior marketers, spotlighting the dynamic challenges they face and emphasizing the importance of continuously gauging CMO perspectives globally to help shape future strategies.The 2024 survey revisited themes from 2023 while also focusing on the tangible impact of Artificial Intelligence (AI) on marketing strategies. This report not only highlights the findings of the survey; it also explores AI’s potential in the years to come, offering retail and manufacturer CMOs critical analysis to guide their 2025 planning.As the world’s leading consumer intelligence firm, NIQ delivers unparalleled measurement data and AI-powered advanced analytics to consumer packaged goods (CPG), retail, and Technology & Durables (T&D) businesses. This expertise enables senior decision-makers to identify where to strategically invest in the fast-evolving AI landscape.Clients across the globe have trusted NIQ with their data for more than 100 years. Today, we empower clients across 100-plus countries, 1.4 million stores, and trillions of records with AI and machine learning (ML) that drive actionable insights.Read on to discover how senior marketing leaders are approaching strategic planning in 2025—and where AI fits in.New year, new opp