Webinar Partner:
CMOs no longer debate whether AI will reshape marketing. The question now is how fast to move. In the 2026 MMA-BCG Survey on AI Disruption of the Marketing Operating Model, fielded May through July 2026, roughly 60 CMOs rated their AI vision near 6 out of 10, while technology, governance, talent, agency partnerships, and workflows trailed at about 5.
In this session, BCG’s Janet Balis, a co-author of the research, will walk through the findings. Brunswick CMO Lauren Beckstedt and Omnicom’s Jacki Kelley will then take on the harder question: who does the work, who funds it, and how the client-agency model has to change as agentic AI grows from 7% of marketing work today to an expected 27% within two to three years.
What you will learn
- Why CEOs, CFOs, and CTOs now see AI as a source of enterprise value and growth, and where CMOs remain out of step with their C-suite peers
- How the CMO role is expanding past marketing, with 64% of CMOs saying AI-enabled transformation is now a bigger part of their job
- How a clearly articulated AI vision wins funding, with 48% of AI investment in marketing now coming from outside the marketing budget
- How agentic AI changes the talent mix, pushing human work upstream and moving some work back in-house
- Why 75% of CMOs say their creative agencies are not ready to scale AI (73% for media agencies), and what clients are asking agencies to change
