CMO Focus Shifts from Sustainability to AI-New Study Reveals
Sustainability was a stated focus of marketers in 2023, but it is being pushed down the list of priorities for 2024 as CMOs turn their attention to implementing AI technology.
That’s according to the 2024 CMO Barometer from Germany’s Serviceplan Group, based on responses from 767 marketing decision-makers across 11 countries in Europe and the Middle East.
Key findings
When asked how important they think certain (prompted) marketing trends will be in the year ahead:
- 83% of CMOs identified AI, machine learning, and marketing automation as the biggest focus for 2024 (compared to 65% for 2023)
- 82% cited content creation
- 82% cited emotional branding
- 78% cited sustainability (compared to 85% for 2023, when it was the top priority).
Why marketing trends matters
CMOs face an increasingly complex marketing environment and are having to juggle multiple considerations. It will be important for them to not to lose sight of sustainability issues even as they grapple with the implications of AI.
Credit: Serviceplan, WARC