CMO如何在动荡时期扩展生成式AI（英）

CMO AGENDAHow CMOs Are ScalingGenAI in TurbulentTimesBy Mark Abraham, Jessica Apotheker, David Edelman, Joanna Stringer, and Lauren WienerARTICLE JUNE 02, 2025 8 MIN READAI and GenAI remain at the top of the CMO agenda, even amid the latest wave of turbulence inglobal markets. According to our annual global survey of 200 CMOs, conducted in April andMay, an abundance of successful pilots and a constant stream of new tools have inspiredmarketers to accelerate their ambitious investment plans for AI and GenAI.Our survey revealed several areas of focus. Content generation is shiing from translation, copy,and static imagery to richer, more immersive media such as video. Agentic AI is beginning to©2025 Boston Consulting Group1automate end-to-end workflows. And the generation of personalized insights is leading the nextwave of attention and investments.If CMOs thoughtfully prioritize where these technologies can rapidly scale to unlock growth, theycan ensure that more of their investments are self-funding while navigating the balance betweenin-year results and long-term strategic advantages. Strong measurement of incremental growthand ROI will be critical to success.CMOs Are Backing BigExpectations with Big InvestmentsThe optimism of CMOs on the application of GenAI continues to grow, a trend we have seen sincethe inception of our survey in 2023. Around 80% of CMOs in this year’s survey expressed bothoptimism and confidence about the technology. (See Exhibit 1.)This optimism has fueled aggressive investments in ambitious business cases. A large majority ofrespondents (71%) plan to invest at least $10 million annually in GenAI over the next three years,up from 57% last year. The underlying business cases—mostly built in 2024 before the currenteconomic volatility—assume the technology will help fuel significant revenue growth, with 60% ofCMOs projecting incremental growth rates of 5% or more in their focus areas.©2025 Boston Consulting Group2Over a third of CMOs already report significant improvements in customer experience and content(both quality and volume) thanks to GenAI. But surprisingly, fewer respondents than last yearreported significant efficiency gains from increased productivity and the elimination of manualwork. This reflects the fact that reimagining end-to-end marketing workflows with GenAI toolsrequires more work than capturing efficiencies in individual steps. (See Exhibit 2.)GenAI Is Now Directing theContent ShowAer experimenting across many use cases in 2023, CMOs started to achieve significant scaling inthe last 12 months. Exhibit 3 compares the percentage of survey participants who piloted GenAIuse cases in 2023 with the percentage who reported achieving scale in 2024 and indicates whereCMOs are prioritizing investments for 2025.Around 80% of CMOs in this year’s surveyexpressed both optimism and confidence aboutGenAI.©2025 Boston Consulting Group3It is no surprise that the scaling of content creation—one of the original GenAI applications—s