AI is changing how leadership measures performance, with budgets moving toward tools that show clear contribution to revenue.
At the Cannes Lions CMO Insider Breakfast, marketing leaders from BCG, Salesforce, and e.l.f. Beauty highlighted how artificial intelligence is being built into campaign strategies, personalization, and customer experience. One standout insight was that 71 percent of CMOs now plan to invest more than $10 million each year into AI, up from 57 percent the year before (source- Business Insider). The message was clear: AI has shifted from experimentation to a core budget priority.
AI Is Reshaping Marketing Leadership and Budgets
Why It’s Happening
Marketers see AI as a way to improve campaign efficiency, speed up content creation, and enhance targeting accuracy. The push is also coming from boards and investors, who expect marketing leaders to adopt AI to stay competitive. The challenge, however, is proving ROI at scale. Many CMOs agree that while AI pilots deliver quick wins, measuring long-term impact across the funnel is still difficult.
Who This Affects
- If you’re leading marketing teams, the budget conversation is no longer about whether to fund AI but how much to allocate.
- If you manage campaigns, you’ll likely need to adapt to new AI-driven tools and workflows.
- If you’re in sales or customer success, you’ll start seeing more AI-powered personalization shaping buyer expectations.
What You Should Do
- Start with AI pilots that have clear, measurable goals
- Invest in tools that integrate directly with your marketing stack
- Focus on training your team to use AI effectively, not just adopting tools
- Track impact beyond vanity metrics to prove ROI at the leadership level
Final Thought
AI is no longer a side experiment for marketing - it’s becoming a budget line that rivals core channels. The leaders who balance investment with measurable outcomes will stay ahead, while those treating it as hype may fall behind.
