AI正在重塑营销领域，CMO的角色也随之转型。本文探讨了在AI驱动的时代，CMO如何利用数据驱动型营销、AI工具提升工作效率，并在技术与人性之间找到平衡点，实现精准且富有同理心的营销决策。

AI 带来了营销领域的巨变。

人工智能（AI）是当今商业环境中创新的代名词，其是彻底的游戏规则改变者——是效率、超个性化和跨行业预测洞察的推动者。据麦肯锡估计，AI 的综合价值高达惊人的 4.4 万亿美元，而其中对很大一部分价值是来自于营销和销售。

这场变革正在增强营销能力，并且令人着迷的是，AI正在重新定义首席营销官（CMO）的角色。  

营销正处于一个关键的转折点。海量数据集的爆炸式增长，加上 AI 驱动的工具，正催化出快速的增长机会。根据Gartner 的 2023 年 CMO 投资与战略调查显示，目前营销预算占公司收入的 9.1%，保持在一个稳定水平。然而，75% 的营销人员 2025 年的预算会增加，其中 20% 的人预计增幅将超过 20%。此外，LTK 和西北大学 2024 年品牌研究显示，一半的品牌计划大幅增加对创作者的投入，这表明数字和个性化营销投资的趋势愈发明显。  

事实显而易见——由 AI 赋能的营销正在塑造一个未来，而这个未来要求 CMO 具备敏捷性、数据驱动能力和技术素养。  

1、CMO 对公司至关重要

从历史上看，CMO 的核心任务包括三大目标：品牌战略、客户参与和推动业务增长。如今，AI 的崛起正在显著重塑这一角色，使 CMO 能够利用技术来获得竞争优势。

那么变化的核心是什么？那就是数据驱动型营销的规模和复杂性。  

《全球营销学者期刊》的一项研究揭示了这一点。研究表明，CMO 在高管团队中的存在与更高的客户满意度、市场资本化和股东价值之间存在正相关关系，这进一步证明“CMO 对公司至关重要”。

然而，挑战依然存在。更大的数据集承诺实现量身定制的客户互动，但也带来了物流和技术上的困难。

CMO 不仅需要掌握 AI，还需要学会如何整合孤立的数据、确保数据质量，并创建连贯的系统以实现实时的可操作洞察。  

2、数据是一把双刃剑

海量数据的潜力既是福音也是诅咒。到 2024 年，全球数据量预计将飙升至惊人的 149 泽字节（zettabytes）。为了便于理解，1 泽字节等于 1 万亿千兆字节。这种数据的爆炸为 CMO 提供了前所未有的机会，同时也带来了深远的挑战。  

一些最大的障碍包括：  

数据集成：将来自不同来源的数据整合并不像听起来那么简单。格式、平台和系统的差异可能带来技术挑战，需要大量的时间、精力和资源才能让一切无缝运作并兼容。

数据质量：保持数据的清洁和可靠性同样重要。这意味着要解决重复条目、过时信息和不准确的问题，以确保依赖的洞察力敏锐且能推动有意义的战略。  

信息孤岛的分散性：分散在各部门之间的数据阻碍了统一的客户视图，影响了营销部门的决策和个人化努力。  

要想满足快速变化的消费者期望，公司面临巨大的压力。

如今，消费者要求品牌能够真实地、大规模地沟通，跨越不同的语言、文化和偏好，而这凸显了 AI 工具箱在帮助 CMO 简化数据复杂性方面的重要性。  

3、AI 作为 CMO 的强大工具

AI 正在彻底改变营销人员设计个性化信息、简化活动流程以及通过精准分析衡量成功的方式。

其最强的两项能力是定向促销和大规模内容生成。  

在这个时代，两大强大的创新将品牌与消费者连接在一起：AI 驱动的定向促销，以及使用生成式 AI 创建和扩展高度相关信息的能力，这些信息具有定制化的语气、图像、文案和体验，并且以高容量和高速度进行生成。

通过机器学习算法，CMO 现在可以利用大数据进行预测分析，以了解客户行为、创建定向活动并提供超个性化的体验。

通过 AI 驱动的聊天机器人、自动化内容创建和程序化广告等工具，人工智能正在提升营销工作流程并提高生产力。它使 CMO 能够设计高度定制化的活动，包含独特的文案、图像和语气，并以前所未有的速度和规模交付。

通过实时处理大量数据，AI 为营销人员提供了以往无法获得的洞察力。这种分析方法帮助 CMO 做出明智的决策、合理分配预算，并更准确地跟踪活动表现。  

那么，这在营销实践中具体是什么样子的？  

预测分析：机器学习预测客户行为，为活动策略提供精准的支持。  

自动化工具：聊天机器人、程序化广告和 AI 驱动的内容创建节省时间并提供超个性化的消费者体验。  

可扩展的故事讲述：AI 使营销人员能够与受众共同创造体验，建立信任并推动社区驱动的品牌倡导。  

然而，在技术效率和创意真实感之间取得平衡至关重要。

虽然 AI 提供了宝贵的数据驱动洞察，但定义有影响力营销的情感和文化联系，仍然不可替代地要由人类来完成。

CMO 必须将计算能力与现实世界的直觉相结合，做出既明智又富有同理心的信息决策。  

4、展望 2025 年

AI 的发展将继续改变营销格局以及 CMO 的职责。

根据 ZoomInfo 的数据，83% 的组织认为 AI 是战略优先事项，84% 的组织认为 AI 对保持竞争优势至关重要。  

尽管 98% 的营销人员正在尝试 AI，但只有不到 30% 的人将其完全融入日常工作中。这为 CMO 提供了重要的机会：在整个组织中引领 AI 的采用。  

未来的 CMO 将熟练掌握一种称为“营销流动性”的灵活策略，无缝融合自动化解决方案与人类创造力。  

技术和人类洞察力的交汇点正是魔法所在，也是持久成功的秘诀。

附原文：Redefining Leadership: How CMOs Thrive in an AI-Powered Marketing Era
Artificial Intelligence (AI) is the poster child for innovation in today’s business landscape. It’s a total game changer—an enabler of efficiencies, hyper-personalization, and predictive insights across industries. McKinsey estimates the generative value of AI at a staggering $4.4 trillion, with a significant portion of that value stemming from marketing and sales. This transformation is definitely augmenting marketing—and fascinating to witness it rewriting the role of the Chief Marketing Officer (CMO).
Marketing is at a pivotal moment. The explosion of massive data sets, layered with AI-driven tools, is catalyzing rapid growth opportunities. Gartner’s 2023 CMO Spend and Strategy Survey shows marketing budgets currently holding steady at 9.1% of company revenue. However, by 2025, 75% of marketers anticipate budget increases, with 20% foreseeing boosts beyond 20%. Additionally, the LTK & Northwestern University 2024 Brand Study reveals that half of brands plan to significantly escalate their spend on creators—indicating a clear trend toward digital and personalized marketing investments.
The truth is undeniable—marketing, powered by AI, is shaping a future that demands agile, data-rich, and technologically adept CMOs.“The CMO Matters”
Historically, CMOs have been tasked with three core objectives—brand strategy, customer engagement, and driving business growth. Today, the rise of AI is dramatically reshaping this role, enabling CMOs to harness technology to gain a competitive edge. What’s changing? The sheer scale and complexity of data-driven marketing.
A study in the Journal of Global Scholars of Marketing sheds light on this. It shows that the presence of a CMO in the C-suite positively correlates with stronger customer satisfaction, increased market capitalization, and improved shareholder value. It’s further proof that “The CMO matters!”
Yet, challenges remain. Larger data sets promise tailor-made engagement, but they also present logistical and technical difficulties. CMOs must master not only AI but also how to integrate siloed data, ensure quality, and create cohesive systems to realize actionable insights in real-time.The Double-Edged Sword of Data
The promise of abundant data is both a blessing and a curse. By 2024, global data volumes are forecasted to hit a staggering 149 zettabytes. To put that into perspective, one zettabyte equals a trillion gigabytes. This explosion of data provides CMOs with unprecedented opportunities—and profound challenges.
Some of the biggest hurdles include:
· Data Integration: Bringing data together from various sources isn’t as simple as it sounds. The differences in formats, platforms, and systems can post technical challenges, requiring a lot of time, effort, and resources to make everything work seamlessly and making it compatible.
· Data Quality: Keeping data clean and reliable is just as important. It means tackling issues like duplicate entries, outdated information, and inaccuracies to ensure the insights you rely on are sharp and drive meaningful strategies.
· Fragmented Information Silos: Data dispersed across departments hampers unified customer views, impacting decision-making and personalization efforts in the marketing department.
The pressure to meet rapidly evolving consumer expectations is immense. Consumers now demand brands communicate authentically and at scale, across diverse languages, cultures, and preferences. This underscores the importance of AI’s toolbox in helping CMOs simplify the data complexity.AI as the CMO’s Power Tool
AI is dramatically changing how marketers craft personalized messages, streamline campaigns, and measure success with precise analytics. Two of its strongest capabilities are targeted promotions and large-scale content generation.
Two powerful innovations connect brands with consumers in this age: AI-driven targeted promotions, and the use of gen AI to create and scale highly relevant messages with bespoke tone, imagery, copy, and experiences at high volume and speed. With machine learning algorithms, CMOs can now utilize large datasets for predictive analytics, to understand customer behavior, create targeted campaigns, and deliver hyper-personalized experiences. Through tools like AI-driven chatbots, automated content creation, and programmatic ads, artificial intelligence is enhancing marketing workflows and boosting productivity. It empowers CMOs to design highly customized campaigns featuring unique copy, imagery, and tone, delivering them at unprecedented speed and scale.
By processing large volumes of data in real-time, AI provides marketers with insights that were impossible to obtain before. This analytical approach helps CMOs make well-informed choices, distribute budgets wisely, and track campaign performance more accurately.
What does this look like in action?
· Predictive Analytics: Machine learning forecasts customer behavior, informing campaign strategies with pinpoint accuracy.
· Automated Tools: Chatbots, programmatic advertising, and AI-powered content creation save time and deliver hyper-personalized consumer experiences.
· Scalable Storytelling: AI enables marketers to co-create experiences with their audiences, building trust and community-driven brand advocacy.
However, the balance between technological efficiency and creative authenticity is crucial. While AI provides invaluable data-driven insights, the emotional and cultural connections that define impactful marketing remain irreplaceably human. CMOs must blend computational power with real-world intuition to make informed and empathetic decisions about messaging.Looking Ahead to 2025
The evolution of AI will continue to transform both the marketing landscape and the CMO’s responsibilities. According to ZoomInfo, 83% of organizations consider AI a strategic priority, and 84% believe it is critical for maintaining a competitive advantage.
Yet even as 98% of marketers experiment with AI, fewer than 30% have fully integrated it into their everyday workflows. This signals a significant opportunity for CMOs to take the lead in championing AI adoption across their organizations.
The CMO of the future will masterfully balance a flexible strategy known as “marketing fluidity,” seamlessly merging automated solutions with human ingenuity.
The magic—and lasting success—lies in this confluence of technology and human insight.