A recent study by the IBM Institute for Business Value highlights the challenges Chief Marketing Officers (CMOs) face in leveraging artificial intelligence (AI) for business growth. Conducted globally, the study surveyed 1,800 marketing and sales executives, revealing that while a significant majority (81%) of CMOs see AI as transformative, operational hurdles due to fragmented systems hinder their ability to implement AI effectively.
The findings indicate that 84% of CMOs encounter difficulties with rigid operations, limiting their capacity to utilize AI technology fully. More than half of those surveyed underestimated the complexity involved in converting AI strategies into practical outcomes, with only 17% feeling ready to integrate agentic AI into their processes.
Jonathan Adashek, Senior Vice President of Marketing and Communications at IBM, emphasized the importance of integrating AI deeply within organizations. “The companies that will dominate the next decade are the ones with the deepest AI integrations,” he stated.
The study also notes that only 23% of CMOs believe employees are prepared for cultural and operational changes brought by AI agents. With many CMOs now accountable for profitability and revenue growth, there is a pressing need for improved technology integration and cross-functional collaboration to enhance business performance.
Key insights from the study include:
– A significant portion (65%) agree on the necessity of AI-literate talent but only 21% feel they have adequate personnel to meet objectives.
– A mere 22% have set clear guidelines for using AI in automated decision-making.
– The rapid pace of change creates tensions between demand and operations functions for 62% of respondents.
– Less than a quarter (24%) report having platforms supporting consistent cross-functional collaboration.
– New privacy regulations prompt 69% of CMOs to reconsider their data strategies.
Operational silos are identified as barriers to performance improvement. Only 28% claim effective ownership and alignment across functions regarding customer experience. Respondents suggest aligning marketing, sales, and operations could boost revenue by up to 20%.
Top challenges over the next three years include cybersecurity and data privacy concerns, followed by technology modernization.
For further details on this study conducted between March and May 2025 across various geographies and industries, visit IBM’s website.
