CMOs rethink leadership as AI reshapes brand-building

AI is set to dominate marketing agendas in 2026, according to findings from the CMO Barometer 2026, a study based on insights from 805 senior marketers across 15 countries and regions. The research, produced by Serviceplan Group in partnership with the University of St. Gallen and Heidrick & Struggles, outlines how AI is accelerating a fundamental shift in the role and requirements of marketing leaders.

Florian Haller, CEO of Serviceplan Group: "The marketing system as we knew it is being rewritten. AI is no longer a side project – it is core to the function. CMOs must now be visionaries and transformation leaders, guiding their teams through systemic change."

AI dominates global priorities

Sixty-eight percent of respondents cite AI as the primary focus for 2026. Brand building follows at 17 percent, with personalisation at 8 percent, both closely tied to AI-driven strategies. Efficiency and integration are viewed as the most important aspects of AI adoption, followed by the need to rethink human–machine collaboration in daily marketing work.

Notably, Switzerland, France and the UK emerged as exceptions, where CMOs place equal weight on customer experience, personalisation and ROI-focused data marketing. International expansion remains a parallel priority, particularly for CMOs in the Middle East and the UK.

Budget caution contrasts with tech optimism

Only 20 percent expect global economic conditions to improve in 2026, while 29 percent forecast a downturn. Most (51 percent) anticipate stability. Budget outlooks reflect this uncertainty: 32 percent foresee increases, 30 percent expect reductions and 38 percent expect flat budgets.

Regionally, Italy is the most optimistic market, followed by the UK, the Middle East and the Netherlands. Banking, IT and telecoms show the strongest sector confidence, while automotive stands out for its heightened pessimism, with more than half expecting worsening conditions.

CMOs shift into transformation leadership

The rise of AI is redefining the skills CMOs consider essential. Digital and technology capabilities top the list at 45 percent, followed by customer orientation (39 percent) and leadership and team management (38 percent).

Guilherme Ferreira, Global Brand VP, Cadbury: "The real imperative for marketers is to return to the fundamentals: creating value through brand and category. It’s not about chasing short-term tactics. It’s about telling a compelling story about why your brand exists and anchoring that in business impact."

Sara Terraneo, eCommerce and Omnichannel Director, Arcaplanet: "CMOs today can’t just run marketing departments. They must act as architects of transformation, bringing together purpose, data and people."

How CMOs stay informed

Most respondents rely on LinkedIn and social media updates from thought leaders for industry knowledge (60 percent). Consultancy and agency insights (48 percent) and industry conferences (47 percent) are also key sources.

Prof. Dr. Sven Reinecke, Executive Director, the University of St. Gallen: "The CMO Barometer shows that marketing academia and practice must collaborate more closely to provide actionable knowledge. Academic journals alone don’t cut it anymore – we need digestible, digital, and creative knowledge exchange."

What brands want from agencies in 2026

Creativity and original thinking remain the top expectations from agencies (69 percent), followed by innovation (61 percent) and proactivity (54 percent). For the first time, support in managing internal transformation appears on the priority list.

Only 12 percent of CMOs expect agencies to lead on AI-specific skills, suggesting that brands see AI as a strategic capability they need to develop in-house.

Julia Zimmermann, Executive Partner at Future Marketing (part of Serviceplan Group): "Marketing is no longer about colorful visuals or sales promos. It’s become a performance engine where brand, trust, and technology must align. Agencies that understand this – and reignite a sense of joy and momentum in their client relationships – will be the ones that thrive."

The full report can be accessed here

www.house-of-communication.com

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