The use of AI, machine learning and marketing automation beat other priorities, including content creation (82%), emotional branding (82%), sustainability (78%), and omnichannel marketing (77%).
With AI as a game-changer, the role of the CMO is changing once again. Will CMOs become chief marketing transformation officers? The challenges are becoming more complex, both in terms of technology and communication, so a great deal of self-confidence and empathy are needed to drive forward the transformation.
There was a great deal of optimism and belief in the power of emotional brands, with successful marketing seen as being able to connect artificial and emotional intelligence. "2024 will hopefully be all about creativity amid the storm of AI. It is actually time to think about what is really driving change," said Bas Brand, CMO of KWF Dutch Cancer Society.
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