CMOs Face a Steep Learning Curve with GenAI
Generative AI is no longer a futuristic concept for marketers—it’s landing squarely in the present. Yet, even as this technology reshapes how brands approach content, segmentation, and customer engagement, many Chief Marketing Officers find themselves on unsteady ground. Despite growing interest and planned investments, a sharp knowledge gap lingers at the executive level, raising questions about missed opportunities and organizational readiness.
GenAI in Marketing: Hype Outpaces Understanding
According to a recent global survey, 90 percent of companies expect to weave GenAI into their marketing strategies within the next two years. The same study, however, reveals an uncomfortable truth: 90 percent of CMOs admit they don’t fully understand what GenAI can do or how it might reshape their teams’ work. That disconnect is more than academic; it limits how deeply organizations can benefit from AI-driven approaches.
Where GenAI Is Making an Impact—And Where It Isn’t
So far, most marketers have started small. They’re tapping GenAI for straightforward tasks—think drafting email copy, reworking product descriptions, or touching up campaign visuals. These uses are practical but modest, and they barely hint at the deeper possibilities.
When it comes to more ambitious applications, adoption rates are modest:
- Only 18 percent of marketers are using GenAI to build detailed audience segments.
- Just 16 percent have applied it to map the customer journey in any meaningful way.
- A mere 14 percent leverage GenAI for price optimization.
- 19 percent report using it for audience targeting at scale.
The handful of teams that have invested in more advanced GenAI applications are already seeing returns—higher personalization, sharper analytics, and better customer satisfaction. But for now, those successes remain the exception.
Why Marketers Lead—But Still Lag—in GenAI Adoption
Marketing departments often move faster than the rest of the enterprise when it comes to experimenting with new tech. The field rewards creativity and risk-taking. But without senior leadership who truly grasp GenAI’s capabilities and limitations, those experiments tend to stay small. Education and targeted training at the executive level could open doors for broader use—and bigger payoffs.
Jenn Chase, CMO at SAS, puts it simply: When leaders understand how GenAI works, they can steer teams toward projects that actually move the needle on efficiency and growth. Right now, too many organizations are flying blind.
The Road Ahead: Optimism Meets Uncertainty
Despite these challenges, optimism about GenAI’s future is running high among marketers. Nearly two-thirds expect GenAI will help them save time and cut costs; 62 percent believe it will sharpen risk management and compliance practices. Teams that have already made headway with GenAI are also starting to eye adjacent technologies like adaptive virtual reality—a sign that early wins may spark broader digital transformation.
Data Privacy: A Stubborn Obstacle
But there’s a catch. Sixty-one percent of marketers are worried about what wider GenAI adoption means for data privacy and security. Their concerns aren’t idle: Fewer than one in ten organizations have solid governance frameworks in place for managing AI-driven data processes. This lack of oversight leaves companies exposed—not just to regulatory risk, but also to erosion of consumer trust if things go wrong.
The Distance Between Ambition and Execution
Jonathan Moran from SAS highlights a growing gulf between what’s possible with GenAI and what most marketing teams actually do with it. Closing that gap will take more than curiosity; it demands real investment in education and formal governance structures. Without both, brands risk stumbling into ethical pitfalls or failing to deliver on AI’s promise—undermining confidence on both sides of the customer relationship.
SAS Customer Intelligence 360: A Tool for Marketers Ready to Go Further
SAS Customer Intelligence 360 offers a SaaS platform designed for marketing teams that want more than basic automation. It supports advanced audience creation and activation across channels—email, web, mobile—enabling marketers to deliver personalized messages powered by real-time AI insights. For teams looking to graduate from simple content tweaks to full-scale personalization strategies, this kind of tool provides both structure and flexibility.
GenAI in Marketing: Quick Answers for Decision Makers
How many CMOs are actually using GenAI?
The majority plan to invest soon, but most admit they don’t yet grasp its full range of applications or strategic value.
What do most marketers use GenAI for today?
The main uses are basic—copywriting, content creation, editing—while more complex applications like segmentation or price optimization remain rare.
What keeps marketers up at night when it comes to GenAI?
Data privacy tops the list. Many organizations lack clear policies or governance frameworks for how AI-generated data is handled and protected.
Has GenAI improved customer satisfaction?
Where used well, yes—teams report measurable gains in satisfaction and retention when AI powers personalization or analytics workflows.
What’s next for GenAI in marketing?
Marketers expect wider adoption will bring greater efficiency and better risk management—but only if leadership closes the knowledge gap and builds a foundation of trust around data use.
The bottom line: Generative AI is moving fast in marketing circles, but meaningful progress hinges on leaders who understand both its potential and its risks. Without that clarity from the top down, most teams will keep circling the runway instead of taking off.
