Today’s marketers are expected to do more than ever – drive growth, engage customers, and even market to agents, algorithms, and machines. But in this rush to modernize, something essential has been lost: the soul of marketing.

The latest report from the Capgemini Research Institute, From complexity to clarity: How CMOs can reclaim marketing to build competitive edge, the third in the CMO playbook series, explores how marketing leaders can reclaim their craft – reconnecting with storytelling, customer centricity, and operational excellence – while navigating the realities of AI, fragmented tech stacks, and rising expectations. The report is based on insights from a survey of 1,500 respondents from the marketing function (director-level and above) from 15 countries, and 29 in-depth interviews with leading CMOs and marketing leaders.

Key findings include:

  • AI is not delivering its potential – with only 7% of marketers strongly agreeing it has improved performance. While the tools are powerful, fractured visions, lack of foundational readiness, and unclear roadmaps are limiting AI’s impact on marketing outcomes.
  • Martech ownership and influence are blurring – 39% of marketing leaders say Gen AI and agentic AI initiatives are funded by the marketing function while 55% says they are funded by the IT function
  • CMOs are constrained by ineffectiveness – only 15% of marketing leaders completely agree their current set up enables them to do high value work
  • The key to growth is engagement that converts – only 18% of organizations completely agree that they successfully personalise customer interactions to boost outcomes.

Reclaiming marketing is essential reading for CMOs, chief brand officers, chief customer officers, and experience leaders driving marketing transformation. It also offers valuable insights for CEOs, growth and sales leaders, and technology heads supporting marketing modernization, as well as consultants and advisors specializing in marketing strategy, digital transformation, and AI adoption. To reclaim marketing, organizations must:

  • Rebuild marketing around customer-centric storytelling and brand purpose
  • Use AI and automation not just for operational efficiency, but to support storytelling, customer connection, and measurable marketing impact
  • Streamline tech stacks and align tools with strategic outcomes
  • Empower teams with clear roadmaps, cross-functional collaboration, and upskilling strategies
  • Redefine marketing’s role as a growth engine and architect of customer experience, not just a support function.

Download the Capgemini Research Institute’s latest CMO Playbook to:

  • Learn how CMOs are meeting rising expectations despite limited resources – and what strategies can help you do the same.
  • Uncover why only 7% of marketers agree that they are unlocking real value from AI, and learn how to overcome the barriers holding the rest back.
  • Explore actionable strategies to elevate marketing’s influence and reclaim its strategic seat at the leadership table.
Download the report