AI正在重塑營(yíng)銷領(lǐng)域，CMO的角色也隨之轉(zhuǎn)型。本文探討了在AI驅(qū)動(dòng)的時(shí)代，CMO如何利用數(shù)據(jù)驅(qū)動(dòng)型營(yíng)銷、AI工具提升工作效率，并在技術(shù)與人性之間找到平衡點(diǎn)，實(shí)現(xiàn)精準(zhǔn)且富有同理心的營(yíng)銷決策。

AI 帶來了營(yíng)銷領(lǐng)域的巨變。

人工智能（AI）是當(dāng)今商業(yè)環(huán)境中創(chuàng)新的代名詞，其是徹底的游戲規(guī)則改變者——是效率、超個(gè)性化和跨行業(yè)預(yù)測(cè)洞察的推動(dòng)者。據(jù)麥肯錫估計(jì)，AI 的綜合價(jià)值高達(dá)驚人的 4.4 萬億美元，而其中對(duì)很大一部分價(jià)值是來自于營(yíng)銷和銷售。

這場(chǎng)變革正在增強(qiáng)營(yíng)銷能力，并且令人著迷的是，AI正在重新定義首席營(yíng)銷官（CMO）的角色。  

營(yíng)銷正處于一個(gè)關(guān)鍵的轉(zhuǎn)折點(diǎn)。海量數(shù)據(jù)集的爆炸式增長(zhǎng)，加上 AI 驅(qū)動(dòng)的工具，正催化出快速的增長(zhǎng)機(jī)會(huì)。根據(jù)Gartner 的 2023 年 CMO 投資與戰(zhàn)略調(diào)查顯示，目前營(yíng)銷預(yù)算占公司收入的 9.1%，保持在一個(gè)穩(wěn)定水平。然而，75% 的營(yíng)銷人員 2025 年的預(yù)算會(huì)增加，其中 20% 的人預(yù)計(jì)增幅將超過 20%。此外，LTK 和西北大學(xué) 2024 年品牌研究顯示，一半的品牌計(jì)劃大幅增加對(duì)創(chuàng)作者的投入，這表明數(shù)字和個(gè)性化營(yíng)銷投資的趨勢(shì)愈發(fā)明顯。  

事實(shí)顯而易見——由 AI 賦能的營(yíng)銷正在塑造一個(gè)未來，而這個(gè)未來要求 CMO 具備敏捷性、數(shù)據(jù)驅(qū)動(dòng)能力和技術(shù)素養(yǎng)。  

1、CMO 對(duì)公司至關(guān)重要

從歷史上看，CMO 的核心任務(wù)包括三大目標(biāo)：品牌戰(zhàn)略、客戶參與和推動(dòng)業(yè)務(wù)增長(zhǎng)。如今，AI 的崛起正在顯著重塑這一角色，使 CMO 能夠利用技術(shù)來獲得競(jìng)爭(zhēng)優(yōu)勢(shì)。

那么變化的核心是什么？那就是數(shù)據(jù)驅(qū)動(dòng)型營(yíng)銷的規(guī)模和復(fù)雜性。  

《全球營(yíng)銷學(xué)者期刊》的一項(xiàng)研究揭示了這一點(diǎn)。研究表明，CMO 在高管團(tuán)隊(duì)中的存在與更高的客戶滿意度、市場(chǎng)資本化和股東價(jià)值之間存在正相關(guān)關(guān)系，這進(jìn)一步證明“CMO 對(duì)公司至關(guān)重要”。

然而，挑戰(zhàn)依然存在。更大的數(shù)據(jù)集承諾實(shí)現(xiàn)量身定制的客戶互動(dòng)，但也帶來了物流和技術(shù)上的困難。

CMO 不僅需要掌握 AI，還需要學(xué)會(huì)如何整合孤立的數(shù)據(jù)、確保數(shù)據(jù)質(zhì)量，并創(chuàng)建連貫的系統(tǒng)以實(shí)現(xiàn)實(shí)時(shí)的可操作洞察。  

2、數(shù)據(jù)是一把雙刃劍

海量數(shù)據(jù)的潛力既是福音也是詛咒。到 2024 年，全球數(shù)據(jù)量預(yù)計(jì)將飆升至驚人的 149 澤字節(jié)（zettabytes）。為了便于理解，1 澤字節(jié)等于 1 萬億千兆字節(jié)。這種數(shù)據(jù)的爆炸為 CMO 提供了前所未有的機(jī)會(huì)，同時(shí)也帶來了深遠(yuǎn)的挑戰(zhàn)。  

一些最大的障礙包括：  

數(shù)據(jù)集成：將來自不同來源的數(shù)據(jù)整合并不像聽起來那么簡(jiǎn)單。格式、平臺(tái)和系統(tǒng)的差異可能帶來技術(shù)挑戰(zhàn)，需要大量的時(shí)間、精力和資源才能讓一切無縫運(yùn)作并兼容。

數(shù)據(jù)質(zhì)量：保持?jǐn)?shù)據(jù)的清潔和可靠性同樣重要。這意味著要解決重復(fù)條目、過時(shí)信息和不準(zhǔn)確的問題，以確保依賴的洞察力敏銳且能推動(dòng)有意義的戰(zhàn)略。  

信息孤島的分散性：分散在各部門之間的數(shù)據(jù)阻礙了統(tǒng)一的客戶視圖，影響了營(yíng)銷部門的決策和個(gè)人化努力。  

要想滿足快速變化的消費(fèi)者期望，公司面臨巨大的壓力。

如今，消費(fèi)者要求品牌能夠真實(shí)地、大規(guī)模地溝通，跨越不同的語言、文化和偏好，而這凸顯了 AI 工具箱在幫助 CMO 簡(jiǎn)化數(shù)據(jù)復(fù)雜性方面的重要性。  

3、AI 作為 CMO 的強(qiáng)大工具

AI 正在徹底改變營(yíng)銷人員設(shè)計(jì)個(gè)性化信息、簡(jiǎn)化活動(dòng)流程以及通過精準(zhǔn)分析衡量成功的方式。

其最強(qiáng)的兩項(xiàng)能力是定向促銷和大規(guī)模內(nèi)容生成。  

在這個(gè)時(shí)代，兩大強(qiáng)大的創(chuàng)新將品牌與消費(fèi)者連接在一起：AI 驅(qū)動(dòng)的定向促銷，以及使用生成式 AI 創(chuàng)建和擴(kuò)展高度相關(guān)信息的能力，這些信息具有定制化的語氣、圖像、文案和體驗(yàn)，并且以高容量和高速度進(jìn)行生成。

通過機(jī)器學(xué)習(xí)算法，CMO 現(xiàn)在可以利用大數(shù)據(jù)進(jìn)行預(yù)測(cè)分析，以了解客戶行為、創(chuàng)建定向活動(dòng)并提供超個(gè)性化的體驗(yàn)。

通過 AI 驅(qū)動(dòng)的聊天機(jī)器人、自動(dòng)化內(nèi)容創(chuàng)建和程序化廣告等工具，人工智能正在提升營(yíng)銷工作流程并提高生產(chǎn)力。它使 CMO 能夠設(shè)計(jì)高度定制化的活動(dòng)，包含獨(dú)特的文案、圖像和語氣，并以前所未有的速度和規(guī)模交付。

通過實(shí)時(shí)處理大量數(shù)據(jù)，AI 為營(yíng)銷人員提供了以往無法獲得的洞察力。這種分析方法幫助 CMO 做出明智的決策、合理分配預(yù)算，并更準(zhǔn)確地跟蹤活動(dòng)表現(xiàn)。  

那么，這在營(yíng)銷實(shí)踐中具體是什么樣子的？  

預(yù)測(cè)分析：機(jī)器學(xué)習(xí)預(yù)測(cè)客戶行為，為活動(dòng)策略提供精準(zhǔn)的支持。  

自動(dòng)化工具：聊天機(jī)器人、程序化廣告和 AI 驅(qū)動(dòng)的內(nèi)容創(chuàng)建節(jié)省時(shí)間并提供超個(gè)性化的消費(fèi)者體驗(yàn)。  

可擴(kuò)展的故事講述：AI 使?fàn)I銷人員能夠與受眾共同創(chuàng)造體驗(yàn)，建立信任并推動(dòng)社區(qū)驅(qū)動(dòng)的品牌倡導(dǎo)。  

然而，在技術(shù)效率和創(chuàng)意真實(shí)感之間取得平衡至關(guān)重要。

雖然 AI 提供了寶貴的數(shù)據(jù)驅(qū)動(dòng)洞察，但定義有影響力營(yíng)銷的情感和文化聯(lián)系，仍然不可替代地要由人類來完成。

CMO 必須將計(jì)算能力與現(xiàn)實(shí)世界的直覺相結(jié)合，做出既明智又富有同理心的信息決策。  

4、展望 2025 年

AI 的發(fā)展將繼續(xù)改變營(yíng)銷格局以及 CMO 的職責(zé)。

根據(jù) ZoomInfo 的數(shù)據(jù)，83% 的組織認(rèn)為 AI 是戰(zhàn)略優(yōu)先事項(xiàng)，84% 的組織認(rèn)為 AI 對(duì)保持競(jìng)爭(zhēng)優(yōu)勢(shì)至關(guān)重要。  

盡管 98% 的營(yíng)銷人員正在嘗試 AI，但只有不到 30% 的人將其完全融入日常工作中。這為 CMO 提供了重要的機(jī)會(huì)：在整個(gè)組織中引領(lǐng) AI 的采用。  

未來的 CMO 將熟練掌握一種稱為“營(yíng)銷流動(dòng)性”的靈活策略，無縫融合自動(dòng)化解決方案與人類創(chuàng)造力。  

技術(shù)和人類洞察力的交匯點(diǎn)正是魔法所在，也是持久成功的秘訣。

附原文：Redefining Leadership: How CMOs Thrive in an AI-Powered Marketing Era
Artificial Intelligence (AI) is the poster child for innovation in today’s business landscape. It’s a total game changer—an enabler of efficiencies, hyper-personalization, and predictive insights across industries. McKinsey estimates the generative value of AI at a staggering $4.4 trillion, with a significant portion of that value stemming from marketing and sales. This transformation is definitely augmenting marketing—and fascinating to witness it rewriting the role of the Chief Marketing Officer (CMO).
Marketing is at a pivotal moment. The explosion of massive data sets, layered with AI-driven tools, is catalyzing rapid growth opportunities. Gartner’s 2023 CMO Spend and Strategy Survey shows marketing budgets currently holding steady at 9.1% of company revenue. However, by 2025, 75% of marketers anticipate budget increases, with 20% foreseeing boosts beyond 20%. Additionally, the LTK & Northwestern University 2024 Brand Study reveals that half of brands plan to significantly escalate their spend on creators—indicating a clear trend toward digital and personalized marketing investments.
The truth is undeniable—marketing, powered by AI, is shaping a future that demands agile, data-rich, and technologically adept CMOs.“The CMO Matters”
Historically, CMOs have been tasked with three core objectives—brand strategy, customer engagement, and driving business growth. Today, the rise of AI is dramatically reshaping this role, enabling CMOs to harness technology to gain a competitive edge. What’s changing? The sheer scale and complexity of data-driven marketing.
A study in the Journal of Global Scholars of Marketing sheds light on this. It shows that the presence of a CMO in the C-suite positively correlates with stronger customer satisfaction, increased market capitalization, and improved shareholder value. It’s further proof that “The CMO matters!”
Yet, challenges remain. Larger data sets promise tailor-made engagement, but they also present logistical and technical difficulties. CMOs must master not only AI but also how to integrate siloed data, ensure quality, and create cohesive systems to realize actionable insights in real-time.The Double-Edged Sword of Data
The promise of abundant data is both a blessing and a curse. By 2024, global data volumes are forecasted to hit a staggering 149 zettabytes. To put that into perspective, one zettabyte equals a trillion gigabytes. This explosion of data provides CMOs with unprecedented opportunities—and profound challenges.
Some of the biggest hurdles include:
· Data Integration: Bringing data together from various sources isn’t as simple as it sounds. The differences in formats, platforms, and systems can post technical challenges, requiring a lot of time, effort, and resources to make everything work seamlessly and making it compatible.
· Data Quality: Keeping data clean and reliable is just as important. It means tackling issues like duplicate entries, outdated information, and inaccuracies to ensure the insights you rely on are sharp and drive meaningful strategies.
· Fragmented Information Silos: Data dispersed across departments hampers unified customer views, impacting decision-making and personalization efforts in the marketing department.
The pressure to meet rapidly evolving consumer expectations is immense. Consumers now demand brands communicate authentically and at scale, across diverse languages, cultures, and preferences. This underscores the importance of AI’s toolbox in helping CMOs simplify the data complexity.AI as the CMO’s Power Tool
AI is dramatically changing how marketers craft personalized messages, streamline campaigns, and measure success with precise analytics. Two of its strongest capabilities are targeted promotions and large-scale content generation.
Two powerful innovations connect brands with consumers in this age: AI-driven targeted promotions, and the use of gen AI to create and scale highly relevant messages with bespoke tone, imagery, copy, and experiences at high volume and speed. With machine learning algorithms, CMOs can now utilize large datasets for predictive analytics, to understand customer behavior, create targeted campaigns, and deliver hyper-personalized experiences. Through tools like AI-driven chatbots, automated content creation, and programmatic ads, artificial intelligence is enhancing marketing workflows and boosting productivity. It empowers CMOs to design highly customized campaigns featuring unique copy, imagery, and tone, delivering them at unprecedented speed and scale.
By processing large volumes of data in real-time, AI provides marketers with insights that were impossible to obtain before. This analytical approach helps CMOs make well-informed choices, distribute budgets wisely, and track campaign performance more accurately.
What does this look like in action?
· Predictive Analytics: Machine learning forecasts customer behavior, informing campaign strategies with pinpoint accuracy.
· Automated Tools: Chatbots, programmatic advertising, and AI-powered content creation save time and deliver hyper-personalized consumer experiences.
· Scalable Storytelling: AI enables marketers to co-create experiences with their audiences, building trust and community-driven brand advocacy.
However, the balance between technological efficiency and creative authenticity is crucial. While AI provides invaluable data-driven insights, the emotional and cultural connections that define impactful marketing remain irreplaceably human. CMOs must blend computational power with real-world intuition to make informed and empathetic decisions about messaging.Looking Ahead to 2025
The evolution of AI will continue to transform both the marketing landscape and the CMO’s responsibilities. According to ZoomInfo, 83% of organizations consider AI a strategic priority, and 84% believe it is critical for maintaining a competitive advantage.
Yet even as 98% of marketers experiment with AI, fewer than 30% have fully integrated it into their everyday workflows. This signals a significant opportunity for CMOs to take the lead in championing AI adoption across their organizations.
The CMO of the future will masterfully balance a flexible strategy known as “marketing fluidity,” seamlessly merging automated solutions with human ingenuity.
The magic—and lasting success—lies in this confluence of technology and human insight.