Global CMO Survey Report on Generative AI in Marketing

This report presents findings from the Global CMO Survey conducted by Comviva’s Research Centre, focusing on the impact of Generative AI (GenAI) on marketing strategies. The survey involved over 300 marketing decision-makers across various industries. It outlines the transformative potential of GenAI, emphasizing its role in reshaping consumer interactions and enhancing marketing personalization. The report introduces the 3Ts framework—Trust, Talent, and Technology—as essential components for navigating the GenAI landscape. Key findings indicate that 70% of marketers foresee significant changes in creative content planning, while 65% anticipate improvements in personalized marketing experiences. The report also highlights challenges such as data privacy and the need for in-house expertise. Additionally, it discusses the varying stages of GenAI adoption among companies, from initial exploration to full-scale deployment, and underscores the importance of adapting marketing strategies to leverage GenAI effectively. Overall, the document serves as a strategic guide for marketers to embrace the GenAI revolution.