REPORT

Marketing’s next competitive advantage will not come from AI alone. It will come from the organizations that know how to combine the scale, speed and intelligence of AI with the judgment, creativity and emotional intelligence of human marketers. In this new CMO Council report, discover why the highest-performing marketing teams — “Power Partners” — are dramatically outperforming their peers in ROI, personalization, loyalty, creativity and adaptability by redesigning how humans and AI work together.

Drawing on insights from 371 global marketing leaders and executive perspectives from brands including First American, DBS Bank, Orange Business and Gap, the report reveals where AI creates the greatest value, where human marketers remain indispensable, and why most organizations are still falling short. Learn why 73% of Power Partners report measurable or above-expectation ROI from AI, compared to just 22% of Emerging Partners, and why emotional connection, trust and human judgment remain the ultimate differentiators.

From redesigning workflows and building AI-ready teams to preserving brand authenticity and preparing for the next era of customer engagement, this report offers a practical blueprint for marketing leaders navigating one of the biggest transformations the profession has ever faced. If your organization is still treating AI as a productivity tool layered onto existing processes, this research will show why that is no longer enough — and what it takes to become a true Power Partner.