Confidence in generative artificial intelligence (AI) among leading advertising professionals is reaching unprecedented levels, according to a recent Boston Consulting Group (BCG) study. The optimism signals a major shift in marketing’s approach to generative AI as the technology matures and gains commercial viability. The BCG report, "How CMOs Are Scaling GenAI in Turbulent Times, " reveals that 80% of chief marketing officers (CMOs) now express confidence in generative AI—an all-time high—marking growing enthusiasm in this fast-evolving field. Historically, brands approached generative AI cautiously due to concerns over reliability, ethics, and integration challenges. However, as these issues have been addressed, apprehensions have eased, with more CMOs actively planning to expand investments. The report highlights a transition from isolated pilot projects to scaled, comprehensive deployments across marketing functions. Mark Abraham, BCG’s global personalization leader, noted that despite current economic uncertainties, CMOs are investing heavily to embed generative AI deeply, enhancing personalization and operational efficiency. Generative AI’s strategic role enables brands to deliver highly personalized content, offers, and communications at scale, boosting customer engagement and optimizing marketing effectiveness. As this technology matures, CMOs increasingly recognize its potential to transform traditional marketing and create competitive advantages. The report, based on a survey of 200 CMOs from key markets in Asia, Europe, and North America (April-May 2025), provides a global perspective on adoption trends. Notably, 71% of CMOs plan to invest over $10 million annually in generative AI projects over the next three years—up from 57% in 2024—reflecting a recognition that generative AI is a strategic necessity.

This increased funding will support applications such as content creation, customer segmentation, campaign optimization, and real-time interaction management, aiming to increase marketing ROI and strengthen brand loyalty. This adoption surge occurs amid economic uncertainty, including inflation and supply chain disruptions. CMOs’ commitment to scaling generative AI underscores confidence that the technology can drive efficiency and value gains to mitigate market risks. Looking forward, integration of generative AI in marketing workflows is expected to accelerate, propelled by advances in natural language processing, machine learning, and data analytics. These enhancements improve AI’s ability to understand, predict, and respond to consumer behavior with growing sophistication. As generative AI becomes embedded, its influence is anticipated to extend to other business areas like product development, customer service, and sales, enabling seamless, personalized customer journeys that reduce friction and increase satisfaction across touchpoints. Despite the enthusiasm, BCG advises cautious, responsible AI deployment. Transparency, bias mitigation, and regulatory compliance remain critical to maintaining trust. Leaders are encouraged to establish strong governance frameworks and invest in training to maximize AI benefits while minimizing risks. In summary, BCG's findings mark a pivotal shift in marketing technology. Generative AI is evolving from an experimental tool into an essential asset, with top advertising professionals unlocking new potential for personalized communication and operational excellence. With substantial investment planned and a growing consensus on AI’s strategic importance, the marketing industry is on the cusp of transformative change driven by this powerful technology.