Research & Insights

An overwhelming majority of marketers plan to increase their investment in the year ahead, seeing it as the most essential tactic for reaching audiences and driving business outcomes across the entire funnel.

Generative AI (GenAI) may offer a transformative potential for marketing, but realizing this requires a strategic, organization-wide approach. We introduce a strategic framework, the "Need-Case Map," to guide marketers in prioritizing investments, aligning initiatives with business objectives, and maximizing impact.

Over the past two years, the data maturity landscape has shown limited progress in certain areas, with a relatively slow pace of change and evolution among leadership, suggesting that organizations need to accelerate their efforts to drive significant advancements in how they approach data.

A reflection of collective wisdom from our Chief Digital Officers Insight Collective (CINC), this report traces the contours of the AI landscape as seen by those at the helm of digital transformation, the Chief Digital Officers (CDOs).