A recent study conducted by the IBM Institute for Business Value has revealed that while a majority of Chief Marketing Officers (CMOs) recognize the transformative potential of artificial intelligence (AI), they face significant challenges in implementing it effectively due to fragmented systems. The global survey, which included 1,800 marketing and sales executives, highlighted that 81% of CMOs see AI as a pivotal technology. However, 84% report operational hurdles that hinder their ability to leverage AI fully.
The study indicates that more than half of the respondents underestimated the complexity involved in converting AI strategies into practical results. Only 17% feel ready to incorporate agentic AI into their operations. Additionally, just 23% believe their workforce is prepared for the cultural and operational changes introduced by AI agents.
Jonathan Adashek, Senior Vice President of Marketing and Communications at IBM, stated: "The companies that will dominate the next decade are the ones with the deepest AI integrations. This means starting with AI at the core of the organization and building the right operating model and team on top of that."
Key findings from the study show that while 65% agree on the necessity of AI-literate talent for achieving high-priority objectives, only 21% feel equipped with such talent for future goals. Moreover, only 22% have set clear guidelines for using AI in automated decision-making processes.
Operational silos and fragmented technology are also cited as barriers to performance. Just 28% report effective alignment across functions regarding customer experience management. Fully aligning marketing, sales, and operations could potentially increase revenue by up to 20%.
Furthermore, cybersecurity and data privacy emerge as primary concerns over the next three years, alongside technology modernization and talent management challenges.
The study was conducted in collaboration with Oxford Economics between March and May 2025 across various geographies and industries.
To access the complete study details, visit IBM's official website.