Chief marketing officers are increasingly optimistic, confident, and curious about generative AI, according to recent research from BCG.
The report was based on data from a survey conducted in April and May 2025 among 200 CMOs globally.
Some 83% of respondents say they are optimistic when they think about the consequences that generative AI will have on their work, 79% say they are confident, and 82% say they are curious. Those are all increases from previous years' survey results.
CMOs say generative AI has so far had the most impact on the quality of the customer experience, the volume of personalized content, and the ease of access to customer insights.
CMOs for B2C and B2B firms alike say the top key priority for generative AI investment will be social listening and customer feedback.
Some 33% of B2B CMOs say AI agents are a key priority for investment, compared with only 23% of B2C CMOs.
The top content use cases that respondents say they plan to pilot investment in are video enhancement and video generation.
About the research: The report was based on data from a survey conducted in April and May 2025 among 200 CMOs globally.
