CMOs Are Rewriting the Rules of Creativity and AI

THE SIGNAL

The Play

According to Dentsu Creative’s 2024 CMO Survey, 83 percent of global CMOs believe that bold creative ideas are essential to business growth. At the same time, 77 percent are exploring AI tools trained specifically on their brand’s assets and identity. That pairing signals a new shift: creativity and brand-specific AI must now function as a single system.

The Context

Marketing Dive’s coverage highlights the tension between aspiration and execution. While 81 percent of CMOs say creativity is more important than ever, 74 percent admit they struggle to activate it across their teams and agencies.

This moment marks a departure from the early days of AI hype. CMOs no longer view generative AI as a toy or threat. Instead, they are exploring how custom-trained models can support brand storytelling, campaign development, and internal workflows. The key isn't generic automation — it’s precision deployment that enhances creative identity at scale.

The Takeaway

The report outlines a turning point in how creativity is led, scaled, and integrated at the executive level. Four signals stand out:

• Creativity moves to the center of the business
  CMOs are no longer treating big creative ideas as optional. They are core to competitive strategy.

• AI becomes a creative collaborator
  The shift is toward AI tools trained on brand-specific tone, visual language, and assets. Custom models, not generic bots, will define the next creative wave.

• Execution becomes a differentiator
  Most CMOs still struggle to operationalize creativity. That gap creates opportunity for those with better systems and more integrated workflows.

• Creative leadership evolves
  The next generation of CMOs will be fluent in both brand and AI. Strategic success will require equal parts creative judgment and technical orchestration.

This is not just a creative pivot. It’s a leadership one.