NIQ CMO Outlook Report: AI Reshaping Marketing Strategies For 2025

KUALA LUMPUR, Dec 4 (Bernama) -- NIQ, a consumer intelligence company, has recently released its annual CMO Outlook report, shedding light on the evolving priorities and concerns of senior marketing leaders around the world.

This year’s edition explores how marketers are navigating both headwinds and tailwinds within their strategic planning for 2025, as well as the new era for artificial intelligence (AI) in marketing, according to a statement.

“The future of marketing is going to be AI-led. While other aspects of CMO strategy remained stable in 2024, Generative AI (GenAI) is driving significant growth and change and is becoming a core element of the marketing mix for accelerating growth.

“AI can enhance the efficacy of everything we touch, from customer interaction to ideation, data collection, analysis, synthesising insights across projects, and unlocking new opportunities,” said NIQ Chief Communications Officer and Global Head of Marketing COE, Marta Cyhan-Bowles.

The report reveals that marketing leaders remain optimistic about the future, with 78 per cent expecting stronger position three years from now, while more than half (56 per cent) view marketing as key to achieving immediate sales targets, reflecting a shift toward long-term brand building.

Although 60 per cent of marketing leaders find it easier to justify investments, confidence among chief executive officers (CEOs) and chief financial officers (CFOs) in the long-term value of brand investments is on the rise, with marketers also turning to AI as crucial enabler in addressing challenges.

The report shows that AI, particularly GenAI, is identified as a transformative force in marketing, across various functions such as content creation (72 per cent), brand health measurement (67 per cent), media planning and optimisation (65 per cent), and product development (30 per cent).

It also highlights key trends influencing marketing decisions for 2025, including the rising use of AI for data-driven insights, product development, and cross-departmental collaboration. Marketers are increasingly relying on AI to improve their strategies, enhance customer understanding, and drive efficiencies in marketing activities.

Additionally, AI is helping marketers bridge the gap between businesses and consumers by providing deeper insights into consumer preferences, leading to more targeted and effective marketing efforts.

The CMO Outlook report emphasises AI's growing influence in marketing and its role in empowering CMOs to navigate the complex landscape in 2025, ensuring more precise and cost-effective strategies, with topics include marketing priorities and opportunities; AI's potential and impact on marketing; and building confidence in AI for future marketing efforts.

-- BERNAMA