CMO + CEO Summit - Partner Innovation Gallery

Leading in the Age of Messaging is a joint Meta and BCG study revealing how U.S. enterprises can transform customer engagement through AI-enabled rich messaging. Based on surveys of 533 global business leaders and 200+ executive interviews, the research finds that companies scaling rich messaging across multiple use cases report up to 2x improvements in customer lifetime value and customer acquisition cost efficiency.

While most CMOs are highly enthusiastic about AI’s potential to drive both efficiency and business growth, a critical transformation gap has emerged as only 10 percent have scaled AI across marketing. This gap is further complicated by a stark disconnect between CMOs and marketers on AI readiness: while teams are experimenting with AI, very few have fundamentally rewired its operating model and workflow, leaving billions of marketing value untapped. To succeed, CMOs must treat AI integration as a leadership and behavior-change opportunity rather than a simple technology upgrade.

What are marketers really doing with AI? This report skips the survey and reads the AppsFlyer platform itself: 1,914 brands on its MCP, 1,543 running AI agents, and 37,000 AI Assistant queries from the first five months of 2026. Automated, agentic workflows have surged 250% to nearly half of all platform activity, and agents now run straight through the weekend. The lesson for leaders: signal beats noise, and AI is only as good as the data you trust.

The biggest shifts in AI today aren’t technological, they’re behavioral. Your customers are already using AI to shop, research, and decide. Is your marketing keeping up? Dig into the vertical-specific insights and shifts reshaping consumer behavior, and the strategies that turn disruption into advantage.

Methodology Leverages research conducted with Boston Consulting Group from June to October 2025: a quantitative survey of 283 marketing leaders (VP/C-level) across 15 verticals and 5 regions; 15 expert deep-dive interviews with senior executives; and performance analysis of Moloco app data from 3,000+ apps representing 200B+ downloads (Moloco/Sensor Tower/Semrush).

Escaping pilot purgatory was supposed to be the hardest part. But for most enterprises, it wasn’t. In customer communications, 62% have already shipped AI into production. What happens next is not what the market expected. Here’s what 2,527 enterprise decision-makers across 10 countries told us about the state of AI in customer communications: the critical blind spots in today’s AI strategy, and the questions every communications leader should be asking right now.

The AI leaderboard is here, with analysis behind every ranking. See which Fortune 500 brands are building durable advantage in AI, and what’s driving their performance across audience, topic, and source.

A leading, globally scaled skincare brand partnered with Circana on a Long-Term Effects study that validated, with hard evidence, the distinct roles channels play across the funnel. The analysis showed TV and streaming video driving sustained upper-funnel demand, while retail search and display were most effective at capturing lower-funnel performance, reinforcing the power of full-funnel orchestration over short-term optimization. A Secondary Directional Read (SDR) Share of 1P study further revealed that activating both 1P and 2P data within Meta significantly improved effectiveness, positioning data leverage as a critical growth multiplier.

As video consumption fragments across platforms, advertisers need metrics that cut through complexity to reveal where quality resides. Adelaide analyzed 32B impressions across 395 US campaigns to evaluate YouTube’s premium ad solutions through AU, its attention-based media quality metric. Findings show YouTube Select and Mastheads deliver outsized attention and impact. The study demonstrates how attention metrics surface relative media quality to guide smarter investment decisions at scale.

CMOs are being asked to drive growth, lead AI transformation, and prove marketing’s business impact, but many lack the organizational influence and support needed to deliver. Drawing on insights from 500+ global marketing leaders, this study from Lippincott and Bloomberg Media reveals a growing “CMO Trust Trade-Off,” where pressure to satisfy short-term executive demands comes at the expense of long-term brand building. Discover why organizational alignment, not marketing capability alone, may be the biggest determinant of growth in the AI era.

Methodology CMO Outlook 2026, produced by Lippincott in partnership with Bloomberg Media, with research fielded by NewtonX.

As AI-generated content and platform fragmentation reshape discovery, marketers need a new way to understand influence. Raptive’s proprietary research shows that consumers increasingly validate information across multiple sources before acting, positioning trusted creator ecosystems as critical decision infrastructure for brands seeking durable growth beyond reach alone.

While 89% of marketers know creative drives performance, 72% delay updates until campaign results drop. This “creative optimization gap” is fueled by siloed workflows and slow insights. New research from EMARKETER and Perion reveals how an AI-driven, continuous feedback loop can bridge this gap and unlock double-digit performance gains.

What if you could predict how your customers will feel, what they’ll do, what they’ll buy? Neuroscience proves that weather, in all its forms, doesn’t just change plans, it creates predictable shifts in emotion and memory, the two key drivers of every purchase decision. By applying the impact of weather on the subconscious to their marketing strategies and tactics, brands can improve ROI by nearly 20%.

As marketers seek to connect digital engagement with real-world outcomes, Invoca partnered with InfutorData to enrich incoming caller data in real time. By combining conversation intelligence with identity resolution and consumer insights, contact center teams gained immediate context on prospects, reducing transfers and missed opportunities while delivering more personalized customer experiences across complex buying journeys.