Friday, December 5, 2025

CMO Barometer 2026: How AI Is Rewriting the Marketing System and Why CMOs Are Becoming Drivers of Transformation

Adapt – or die! The CMO Barometer 2026 makes one thing unmistakably clear: no transformation of the past decades has reshaped marketing as profoundly as Artificial Intelligence. Roles, responsibilities, processes, and decision-making frameworks are being rewritten – so fundamentally that AI can no longer be viewed as a trend but as the operating system of a new marketing era. The Serviceplan Group, the University of St. Gallen (HSG), and Heidrick & Struggles surveyed 805 marketing leaders across 15 countries to create a comprehensive outlook for the marketing year 2026.

The year 2025 has been characterized by constant transformation. Geopolitical uncertainty, volatile markets, and rapid technological advancements are challenging businesses across industries. AI is not just transforming processes; it is shifting mindsets and organizational structures. As a result, marketing gains strategic importance as the interface between market, brand, and people.

The study shows that 51 percent of CMOs expect economic conditions to remain stable in 2026, while 29 percent anticipate a downturn. Optimism continues to decline across regions, with Middle East remaining the only notable exception. Budget expectations reflect this cautious sentiment as well: while 32 percent foresee an increase in marketing budgets, 30 percent expect budget cuts.

The core finding, however, stands above all: AI is the defining issue for 68 percent of CMOs in 2026. Its relevance continues to rise, and nearly all other key topics – brand building, personalization, efficiency – are framed through the lens of AI. Efficiency and integration (51 percent) as well as human–machine collaboration (20 percent) are considered the most critical aspects of implementation.

Consequently, the role of CMOs is shifting fundamentally. In 2026, they evolve into “Chief Transformation Officers.” For the first time, digital and tech competencies rank at the top of self-assessed skills (45 percent), followed by customer centricity (39 percent) and leadership (38 percent). The primary leadership responsibility lies in bridging vision and reality – and guiding organizations into an AI-driven future.

Agencies, too, face a clear mandate. Creativity (69 percent), innovation (61 percent), and proactive collaboration (54 percent) remain central expectations. Moreover, one-third of CMOs now expects agencies to support transformation processes. AI skills matter – but not as isolated expertise; they must be embedded into a modern, holistic agency model.

LinkedIn remains the top information source for CMOs (60 percent). Thought leaders, social voices, and expert insights are shaping the marketing knowledge ecosystem more than ever. Academia and practice must collaborate more closely – yet exchange must become more digital, accessible, and digestible.

The CMO Barometer 2026 highlights a decisive insight: those who lead the change will lead the market. AI is not merely modifying marketing – it is restructuring it. CMOs who act now will determine the future relevance and competitiveness of their organizations and the broader industry.