{"id":703605,"date":"2025-11-19T05:52:14","date_gmt":"2025-11-19T05:52:14","guid":{"rendered":"https:\/\/www.capgemini.com\/gb-en\/?post_type=press-release&#038;p=703605"},"modified":"2026-01-22T07:42:10","modified_gmt":"2026-01-22T07:42:10","slug":"nearly-70-of-marketing-leaders-agree-agentic-ai-will-be-transformative-yet-effectiveness-remains-elusive","status":"publish","type":"press-release","link":"https:\/\/www.capgemini.com\/gb-en\/news\/press-releases\/nearly-70-of-marketing-leaders-agree-agentic-ai-will-be-transformative-yet-effectiveness-remains-elusive\/","title":{"rendered":"Nearly 70% of marketing leaders agree agentic AI will be transformative, yet effectiveness remains elusive"},"content":{"rendered":"\t\t<div class=\"wp-block-cg-blocks-hero-press-release\">\n\t\t\t<header class=\"header-hero-press-release\" role=\"main\" id=\"main-content-press-release\">\n\t\t\t\t<div class=\"container\">\n\t\t\t\t\t<div class=\"hero-press-release\">\n\t\t\t\t\t\t<div class=\"hero-press-release-content-wrapper\">\n\t\t\t\t\t\t\t<div class=\"row\">\n\t\t\t\t\t\t\t\t<div class=\"col-12\">\n\t\t\t\t\t\t\t\t\t<div class=\"header-title\">\n\t\t\t\t\t\t\t\t\t\t<h1>\n\t\t\t\t\t\t\t\t\t\t\tNearly 70% of marketing leaders agree agentic AI will be transformative, yet effectiveness remains elusive\t\t\t\t\t\t\t\t\t\t<\/h1>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"header-description\">\n\t\t\t\t\t\t\t\t\t\t<p><\/p>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"header-date\">\n\t\t\t\t\t\t\t\t\t\t<span>Nov 19, 2025<\/span>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"hero-press-release-downloads\">\n\t\t\t\t\t\t\t\t<div class=\"row\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"col-12 col-md-6 col-lg-3\">\n\t\t\t\t\t\t\t\t\t\t\t<a class=\"download-item\" type=\"download\" href=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2025\/11\/11_19_Capgemini-news-alert_CMO-Playbook-1.pdf\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"Opens in a new window\">\n\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"download-icon\"><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"download-details\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"download-title\">Download news alert<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"download-props\">171 KB  pdf<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"col-12 col-md-6 col-lg-3\">\n\t\t\t\t\t\t\t\t\t\t\t<a class=\"download-item\" type=\"download\" href=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2025\/11\/Final-Infographic-CMO-Playbook_725d4a.pdf\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"Opens in a new window\">\n\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"download-icon\"><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"download-details\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"download-title\">Download infographic<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"download-props\">805 KB  pdf<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/header>\n\t\t<\/div>\n\t\t\n\n\n<section class=\"wp-block-cg-blocks-group undefined section section--article-content\"><div class=\"article-main-content\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-1\"><nav class=\"article-social\"><ul class=\"social-nav\"><li class=\"ip-order-fb\"><a href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?=http:\/\/capgeminiucwe.develop\/?post_type=press-release&amp;p=179\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-fb\"><\/i><span class=\"sr-only\">Facebook<\/span><\/a><\/li><li class=\"ip-order-tw\"><a href=\"https:\/\/twitter.com\/intent\/tweet?=http:\/\/capgeminiucwe.develop\/?post_type=press-release&amp;p=179\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-tw\"><\/i><span class=\"sr-only\">Twitter<\/span><\/a><\/li><li class=\"ip-order-li\"><a href=\"https:\/\/www.linkedin.com\/shareArticle?=http:\/\/capgeminiucwe.develop\/?post_type=press-release&amp;p=179\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><span class=\"sr-only\">Linkedin<\/span><\/a><\/li><\/ul><\/nav><\/div><div class=\"col-12 col-md-11 col-lg-10\"><div class=\"article-text article-quote-text\">\n<ul class=\"wp-block-list\">\n<li><em>CMOs are constrained by ineffectiveness, with only 15% of marketing leaders strongly agreeing that their set up today allows them to do high value work<\/em><\/li>\n\n\n\n<li><em>7 in 10 organisations now use generative AI (Gen AI) in marketing, yet just 7% of marketers strongly agree that AI has boosted marketing effectiveness<\/em><\/li>\n\n\n\n<li><em>Only 18% of marketing leaders strongly believe they are successfully personalising customer interactions using AI\/GenAI to boost engagement and outcomes<\/em><\/li>\n\n\n\n<li><em>With less than 40% of CMOs controlling martech budgets, CIO-CMO collaboration is critical for AI-driven marketing outcomes<\/em><\/li>\n<\/ul>\n\n\n\n<p><strong>Paris, November 19, 2025 \u2013 The Capgemini Research Institute\u2019s CMO Playbook, \u201c<a href=\"https:\/\/www.capgemini.com\/gb-en\/insights\/research-library\/cmo-playbook-2025\/\">From complexity to clarity: How CMOs can reclaim marketing to build competitive edge<\/a>,\u201d finds that the role of the Chief Marketing Officer (CMO) is at a crossroads, calling for a fundamental reimagining of the function.\u00a0 While expectations of CMOs are at an all-time high, they face a plethora of challenges such as tightening budgets, declining strategic influence, limited ownership of martech budget and integration of AI. Despite high optimism around the impact of generative and agentic AI, more than half (55%) of marketing leaders say these initiatives are currently funded by IT, with limited marketing control. \u00a0<\/strong><\/p>\n\n\n\n<p><strong>Nearly 70% of<\/strong><strong> CMOs face rising expectations, yet their strategic influence is waning<\/strong><\/p>\n\n\n\n<p>While CMOs\u2019 responsibilities are expanding, budgets are shrinking. The report finds that marketing budgets have tightened over the past two years to an average of just 5% of company revenue. At the same time, the percentage of CMOs involved in critical decision-making has dropped from 70% to 55% in just two years. Despite Gen AI gaining traction across marketing &#8211; now being used for content creation, customer segmentation, and digital campaigns &#8211; only 15% of marketing leaders say that low-value tasks are automated within their function. Most teams still remain focused on manual tasks, limiting their time for brand building, innovation, and customer&nbsp;connection.<\/p>\n\n\n\n<p>The report also finds that current martech and data strategies fail to leverage real-time data for seamless customer experiences. Just 18% of marketers strongly agree that they are successfully personalising customer interactions to boost engagement and outcomes. This highlights the need for stronger collaboration between marketing and technology leadership, combining CIO expertise in tech with CMO insight into customer strategy, to fully harness AI for greater business value.<\/p>\n\n\n\n<p><em>\u201cCMOs today are expected to drive growth and meet sales targets, whilst also being experts in data and AI \u2013 they must now market to both humans and agents. But many lack the resources, control or clarity to manage these growing demands. AI tools offer great potential but often fail to deliver results as budgets, strategy and technology aren\u2019t fully aligned,\u201d <\/em>said Gagandeep Gadri, Managing Director frog, part of Capgemini.<em> \u201cThis is a pivotal moment for marketers to rethink their function\u2019s core purpose and reposition it not just as a support department but as a driver of customer experience and enterprise growth to create real business value.\u201d<\/em><\/p>\n\n\n\n<p><strong>AI is considered a growth driver, yet its real impact on marketing falls short<\/strong><\/p>\n\n\n\n<p>Nearly seven in ten large organisations now use Gen AI in marketing, either extensively or to a limited extent<em>. <\/em>Its share of martech investment has risen from 64% in 2023 to 79% in 2025. Yet, impact remains limited: only 7% of marketers strongly agree that AI has boosted marketing effectiveness and many report challenges in scaling AI pilots.<\/p>\n\n\n\n<p>In addition, optimism for agentic AI is high but most organisations remain cautious. Nearly 70% agree that autonomous or multi-agent AI could be applied to various marketing use cases, but few are currently testing, experimenting or using any form of agentic AI in marketing. The report cites the lack of the right skills, data privacy challenges, security risks and ethical concerns, as well as low trust in autonomous AI-generated decisions, as the key challenges in fully leveraging AI\u2019s potential in marketing.<br><br><\/p>\n\n\n\n<p><strong>Integrating AI across the value chain and rethinking models is key to reclaiming marketing<\/strong><\/p>\n\n\n\n<p>Integrating sales and go-to-market strategies is a top priority for 61% of marketers, yet less than a quarter report having shared KPIs, leading to fragmented execution and suboptimal customer experiences. Similarly, tighter collaboration between CMOs and CIOs is emerging as a key driver of influence, ensuring that data, systems, and teams are aligned so that AI can deliver measurable business value. Capability gaps also remain a challenge, as seven in ten (68%) marketing leaders believe their teams must upskill in AI, ethics, and business strategy to stay competitive.<\/p>\n\n\n\n<p>To reclaim marketing in an AI-led future, the report suggests that CMOs should redesign their operating models and integrate AI across the entire marketing value chain. There is a need for CMOs to build marketing that is human-centric, optimised and future-ready, repositioning themselves as drivers of customer experience and engagement, contributing to business growth. Strengthening collaboration with CIOs, removing silos across the organisation, investing in the right AI skills and enabling human-AI chemistry<a id=\"_ftnref1\" href=\"#_ftn1\">[1]<\/a> will be at the heart of this, in order to align technology and data with strategic priorities.<\/p>\n\n\n\n<p><a><strong>Report Methodology<\/strong><\/a><strong><br><\/strong>The Capgemini Research Institute conducted an extensive survey in July 2025, engaging 1,500 executives at director level and above, overseeing marketing strategies within diverse organisations across 15 countries worldwide. These organisations each have annual revenues of $1 billion and over. To complement this research, the Capgemini Research Institute interviewed ~30 CMOs and marketing leaders. \u2018Strongly agree\u2019 reflects respondents who have selected 5 on a scale of 1-5. Please read the full report for more information.<\/p>\n\n\n\n<p><strong>About Capgemini<\/strong><\/p>\n\n\n\n<p>Capgemini is an AI-powered global business and technology transformation partner, delivering tangible business value. We imagine the future of organisations and make it real with AI, technology and people. With our strong heritage of nearly 60 years, we are a responsible and diverse group of 420,000 team members in more than 50 countries. We deliver end-to-end services and solutions with our deep industry expertise and strong partner ecosystem, leveraging our capabilities across strategy, technology, design, engineering and business operations. The Group reported 2024 global revenues of \u20ac22.1 billion.<\/p>\n\n\n\n<p>Make it real | <a href=\"http:\/\/www.capgemini.com\/gb-en\/\">www.capgemini.com<\/a><\/p>\n\n\n\n<p><strong>About <\/strong><strong>the Capgemini Research Institute<\/strong><\/p>\n\n\n\n<p>The Capgemini Research Institute is Capgemini\u2019s in-house think-tank on all things digital. The Institute publishes research on the impact of digital technologies on large traditional businesses. The team draws on the worldwide network of Capgemini experts and works closely with academic and technology partners. The Institute has dedicated research centers in India, Singapore, the United Kingdom and the United States. It was ranked #1 in the world for the quality of its research by independent analysts for six consecutive times \u2013 an industry first.<br>Visit us at\u00a0<a href=\"https:\/\/www.capgemini.com\/gb-en\/insights\/research-institute\/\">https:\/\/www.capgemini.com\/researchinstitute\/<\/a><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p><a href=\"#_ftnref1\" id=\"_ftn1\">[1]<\/a> Seamless integration of AI agents working together with humans, under human control for successful enterprise operations<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/section>\n\n\n<div class=\"wp-block-cg-blocks-cg-block-related-content\"><section class=\"relatedContentBlock\"><div class=\"container\"><div class=\"row\"><div class=\"content-title col-12 col-md-8\"><h2 class=\"related-content-heading\">Related news<\/h2><\/div><\/div><div class=\"row relatedContent\"><div class=\"col-lg-4 col-md-6 col-xs-12\">\n\t\t\t\t\t\t\t<div class=\"box\">\n\t\t\t\t\t\t\t\t<a aria-label=\"Read more about 85% of banks\u2019 corporate clients plan to engage with a non-bank financial institution within the next year as competition with private capital intensifies\" href=\"https:\/\/www.capgemini.com\/gb-en\/news\/press-releases\/85-of-banks-corporate-clients-plan-to-engage-with-a-non-bank-financial-institution-within-the-next-year-as-competition-with-private-capital-intensifies\/\" class=\"anchorWrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"box-tag\"><span>Reports<\/span><\/span>\n\t\t\t\t\t\t\t\t\t<div class=\"box-title\"><h3 class=\"box-subtitle\">85% of banks\u2019 corporate clients plan to engage with a non-bank financial institution within the next year as competition with private capital intensifies<\/h3><\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"box-date\">\n\t\t\t\t\t\t\t\t\t\t<span>Mar 16, 2026<\/span>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"box-bottom\">\n\t\t\t\t\t\t\t\t\t\t&lt;a class=&quot;link-download&quot; 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aria-label=&quot;Download Press Release&quot; target=&quot;_blank&quot;  type=&quot;download&quot; title=&quot;Opens in a new window&quot;&gt;\n\t\t\t\t\t\t\t&lt;span&gt;Download press release&lt;\/span&gt;\n\t\t\t\t\t\t\t&lt;span&gt;145 KB PDF&lt;\/span&gt;\n\t\t\t\t\t\t&lt;\/a&gt;\n\t\t\t\t\t\t\t\t\t\t<a class=\"more\" aria-label=\"Read more about Consumers are balancing spending on essentials with small indulgences that provide an emotional boost\" href=\"https:\/\/www.capgemini.com\/gb-en\/news\/press-releases\/consumers-are-balancing-spending-on-essentials-with-small-indulgences-that-provide-an-emotional-boost\/\">Read more about<\/a>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div><\/div><\/div><\/section><\/div>\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The Capgemini Research Institute\u2019s CMO Playbook, \u201cFrom complexity to clarity: How CMOs can reclaim marketing to build competitive edge,\u201d finds that the role of the Chief Marketing Officer (CMO) is at a crossroads, calling for a fundamental reimagining of the function.\u00a0 <\/p>\n","protected":false},"author":208,"featured_media":0,"template":"","meta":{"cg_dt_proposed_to":[],"cg_seo_hreflang_relations":"[]","cg_seo_canonical_relation":"","cg_seo_hreflang_x_default_relation":"","cg_dt_approved_content":true,"cg_dt_mandatory_content":false,"cg_dt_notes":"","cg_dg_source_changed":true,"cg_dt_link_disabled":false,"footnotes":"","related_resource_url":"https:\/\/www.capgemini.com\/wp-content\/uploads\/2025\/11\/11_19_Capgemini-news-alert_CMO-Playbook-1.pdf","related_resource_id":1175582,"related_resource_size":"171 KB","related_resource_type":"pdf","cg_author":0,"featured_focal_points":""},"tags":[],"press-release-type":[87],"brand":[],"class_list":["post-703605","press-release","type-press-release","status-publish","hentry","press-release-type-reports"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin 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