The AI Playbook for CMOs: How to Lead Your Brand in an AI-Driven World
AI is more than just the latest buzzword: it's a seismic shift that's reshaping customer expectations. By 2030, AI is expected to add $15.7T to global GDP, and brands are investing heavily in AI to capture a piece of that potential.
But as a CMO, knowing how to position your brand to succeed in the "age of AI" – rather than simply knowing that you should — can be difficult.
This playbook for CMOs provides a clear roadmap. With insights on creating a strong foundation for AI-powered search, finding the most impactful AI applications for your org, and fostering an adaptable team culture, this guide positions CMOs to lead the way.
1. Build a future-ready AI foundation for your brand
2. Identify high-impact AI use cases in marketing
3. Cultivate an AI-ready culture for long-term success
1. Build a future-ready AI foundation for your brand
AI-powered search experiences — like Google’s AI Overviews, OpenAI’s ChatGPT, and Meta AI — are changing how people ask questions and find brands. These AI models don’t search like Google’s “traditional” algorithm; instead, they pull structured information from a variety of sources to deliver quick answers, often skipping multiple clicks to a website.
To win in this landscape, CMOs must help their brands build the right data foundation. That means organizing all brand data in a way that AI models can “understand” and easily draw from. The TLDR: if your brand data isn’t structured correctly, you risk customers receiving incorrect information in AI search — or not finding you at all.
The first two steps to build the right data foundation for AI-powered search:
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Centralize your brand data in a knowledge graph: Housing all brand data in a structured knowledge graph makes sure AI models can understand, reference, and surface the right information. This gives you the best chance to make sure that your customers’ AI interactions are accurate, timely, and brand-aligned across channels.
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Adopt a model-agnostic platform: The future isn’t about any one AI model (no, not even OpenAI’s). Make sure the platform where you store and structure your brand data can work with multiple AI models — helping you succeed now and in the future.
2. Identify high-impact AI use cases in marketing
Once your data foundation is solid, it’s time to focus on high-impact AI applications within your org. CMOs should be looking to streamline operations and improve customer experiences.
To maximize the ROI of AI, start by identifying which workflows are best suited for marketing use cases. That way, your teams can spend time focusing on more complex strategic initiatives.
Top AI use cases in marketing:
- Data-driven insights: Use AI to analyze data at scale, uncovering insights for campaigns, content, and customer engagement.
- Repetitive tasks: Automate routine tasks like responding to customer inquiries, freeing up time for high-impact work.
- Predictive analytics: Use AI to predict trends and guide strategic decisions in real-time.
- Generative content: Employ AI for scalable content creation, like for product descriptions, landing page copy, customer reviews, and social media posts.
Pro Tip: Download our guide, Four Essential AI Use Cases in Marketing, for in-depth examples.
3. Cultivate an AI-ready culture for long-term success
Building an AI-ready culture is critical for staying competitive as AI redefines roles across marketing teams.
Being AI savvy isn’t just about knowing the names of the newest models; it’s about a shift in how work is actually done. CMOs must prepare their teams to leverage AI effectively, making sure they’re equipped to lead in this new landscape. This involves both assessing AI’s impact on roles and investing in skills development.
Three steps to build an AI-ready culture:
- Evaluate roles for AI compatibility: Identify tasks in every role that AI could support, augment, or automate.
- Upskill and reskill your team: Create training programs on data literacy, generative AI, and digital skills.
- Promote responsible AI use: Set guidelines for ethical AI use, creating a culture of transparency and responsibility.
Position your brand for the AI future
CMOs have a unique role in leading their orgs through AI’s transformative changes. By building a solid AI foundation, focusing on high-impact use cases, and fostering an AI-ready culture, you’ll position your brand to thrive in an AI-first world.
