Brands like Unilever, Heineken, and Visa are dismantling traditional agency silos and adopting hybrid in-housing models that merge local agility with centralized control. CMOs must shift AI from being merely a tool for efficiency to a strategic growth lever. To achieve true differentiation, AI should be integrated into the core marketing framework, providing actionable insights. The rise of generative AI has led to a significant increase in consumers seeking recommendations through AI-generated platforms, underscoring the importance of monitoring brand presence in AI search spaces.
Most in-housing conversations center on AI for cost savings or data synthesis. That's just hygiene. True differentiation comes when AI agents are woven into the very DNA of a go-to-market engine.
An agentic operating model fundamentally abstracts your brand from individual platforms, enabling scalable growth through modular, composable building blocks.
Over the past year, consumers have flocked to generative AI for discovery and recommendations. An HBR survey of 12,000 people found that 58% now turn to LLMs for product or service advice.
Three steps for every CMO: monitor AI-driven search presence, leverage tools to track your brand's share of AI-powered search results, and set up alerts for shifts in keyword rankings.
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