Summary
This report presents the findings of a CMO survey conducted in 2025, focusing on the impact of AI-native marketing platforms in the telecom industry. It outlines the transformative potential of these platforms, which operate autonomously and are designed to enhance customer engagement through hyper-personalized interactions. The report highlights the SPARK Framework as a strategic guide for overcoming challenges associated with the adoption of AI-native systems. Key findings indicate that 62% of telecom marketers believe these platforms will fundamentally change marketing strategies, with significant investments being made—35% of budgets are allocated to marketing AI agents, anticipating a 130% ROI. The report also details the stages of adoption among telecom companies, with 13% already implemented, 31% piloting, and 51% planning to adopt within the next two years. Challenges such as legacy systems and data integration are noted, alongside the importance of ethical governance and transparency in AI operations.
