Why the CMO Should Lead AI Strategy— and How to Do It Right

Spoiler alert.. it shouldn't be your CTO

January 10, 2025

As artificial intelligence reshapes the business landscape, the question of ownership arises: Who should lead AI strategy within an organization? Traditionally, AI initiatives fall under the CTO or CIO. Still, Adweek argues that the Chief Marketing Officer (CMO) is uniquely positioned to drive AI initiatives, thanks to their deep understanding of customer needs and their role at the intersection of strategy, creativity, and technology.

Here’s why the CMO should take charge—and how they can effectively lead AI strategy.

Why the CMO?

  1. Customer-Centric Mindset

    • Marketing is inherently about understanding and influencing customer behavior. CMOs are experts in leveraging insights to enhance customer experiences, making them the ideal leaders for integrating AI tools like personalization engines, predictive analytics, and customer segmentation.

  2. Revenue Accountability

    • CMOs often own revenue-driving initiatives. AI tools that optimize marketing spending, improve lead conversion rates, or enhance customer retention directly impact the bottom line, metrics CMOs already manage.

  3. Creative Vision Meets Data

    • Unlike CTOs, who often focus on infrastructure, CMOs are better equipped to blend AI’s data-driven capabilities with creative storytelling. Tools like generative AI (for content) and dynamic creative optimization (DCO) thrive under marketing leadership.

  4. AI’s Role in Brand Differentiation

    • In an age where customer experience is the ultimate differentiator, CMOs can use AI to create personalized, memorable brand interactions that stand out in crowded markets.

How CMOs Can Lead AI Strategy

  1. Define the Business Problem, Not the Tech Solution

    • Start with the question: “What challenges can AI solve in our customer journey?” For example, if churn is an issue, AI can help identify at-risk customers and recommend tailored retention strategies.

  2. Collaborate with Cross-Functional Teams

    • While the CMO should lead, AI strategy requires collaboration with the CTO, data scientists, and product teams. Create a governance structure to ensure AI aligns with organizational goals and remains ethical and unbiased.

  3. Invest in Training and Culture

    • Equip your marketing team with AI literacy. Understanding tools like natural language processing (NLP), machine learning, or AI-driven analytics enables marketers to make informed decisions and maximize AI’s potential.

  4. Pilot Small, Scale Smart

    • Experiment with AI in specific areas such as:

      • Audience or competitive research.

      • Predictive customer segmentation.

      • Generative AI for content creation.

      • Chatbots for real-time customer support.

    • Measure ROI, refine the approach, and scale successful pilots across the organization.

  5. Focus on Data Quality

    • AI’s output is only as good as the data it analyzes. CMOs should work closely with data teams to ensure clean, accurate, and ethically sourced data underpins AI models.

Actionable Takeaways for CMOs

  1. Start with AI-Ready Marketing Objectives:

    • Example: Use machine learning to improve customer lifetime value (CLV) predictions.

  2. Leverage Existing Tools:

    • Experiment with AI tools like HubSpot’s predictive lead scoring, Salesforce Einstein, or Dynamic Yield for personalization.

    • Venture to other tools like AskPot, MidJourney, OSUM, Trickle, Avoma, ClickUp, Figma, etc.. to find where you can improve processes.

  3. Create a Feedback Loop:

    • Continuously evaluate the performance of AI initiatives. Are they driving engagement, improving ROI, or enhancing customer satisfaction? Use these insights to optimize future campaigns

  4. Build a Roadmap for AI Integration:

    • Plan for long-term adoption by identifying where AI can create the most value—from creative ideation to post-purchase customer engagement.

  5. Champion Ethical AI Practices:

    • Ensure AI tools respect customer privacy, avoid bias, and enhance trust in your brand.

The Big Picture

AI isn’t just a tool—it’s a transformative force in how brands engage with their audiences. By leading AI strategy, CMOs can ensure these technologies drive business outcomes while keeping the customer at the center.

As Adweek notes, this shift requires CMOs to think beyond traditional marketing boundaries, embracing technology and collaboration to fully harness AI’s potential. The full article explores why this transition matters and how CMOs can make it happen.