A new global report from Dentsu has highlighted the contrasting perspectives among chief marketing officers (CMOs) on the role of artificial intelligence in marketing, underscoring the delicate balance between technology-driven efficiency and the enduring value of human creativity. The findings indicate that while AI has become deeply embedded in marketing practices, senior leaders continue to emphasize empathy, storytelling, and originality as irreplaceable drivers of brand engagement.
The study, part of Dentsu’s annual research into evolving marketing trends, surveyed CMOs across multiple regions, including India. It revealed that AI is no longer treated as an emerging technology but as an everyday component of marketing operations. From content generation and media planning to consumer insights and performance optimization, AI has established itself as a critical enabler of speed and scale. However, CMOs also expressed concern that over-reliance on AI could risk diluting the authenticity and emotional resonance that consumers expect from brand experiences.
According to the report, nearly 80 percent of CMOs globally are now using AI tools daily in some form, with India standing out as a market where adoption is particularly strong. Indian CMOs report significant use of AI-driven analytics, personalization engines, and automated campaign tools to reach digitally savvy audiences. At the same time, many executives stressed that while AI enables greater efficiency, it cannot replicate the cultural understanding, empathy, and human touch that are central to effective marketing.
The report found that CMOs are split between those who view AI as a transformative creative partner and those who see it primarily as a productivity tool. For some, AI represents a new frontier of marketing innovation, capable of generating fresh creative formats, dynamic storytelling, and immersive experiences at scale. For others, AI’s greatest strength lies in its ability to reduce manual workloads, freeing teams to focus on strategy and brand-building rather than execution.
A recurring theme in the study is the belief that creativity remains the most valuable differentiator for brands. Several CMOs highlighted that in an era of ubiquitous AI-generated content, originality, purpose-driven storytelling, and emotional connection stand out even more. The human ability to contextualize insights, interpret cultural nuances, and craft messages that resonate with diverse audiences is seen as essential to balancing the technical capabilities of AI.
The research also highlighted growing concerns around ethics, bias, and transparency in AI-driven marketing. CMOs acknowledged that while AI provides powerful tools for personalization and targeting, misuse or overuse could damage consumer trust. Calls for responsible AI practices are gaining traction, with marketing leaders advocating for clear governance, human oversight, and ethical safeguards.
In India, these debates are particularly relevant given the country’s diverse consumer base and rapid digital adoption. Marketing leaders recognize that while AI allows for micro-targeting across languages, regions, and demographic segments, sensitivity to cultural context remains critical. Executives stressed that AI can inform strategy, but final creative decisions should continue to be guided by human insight and empathy.
The report further suggests that AI is reshaping marketing roles and team structures. Many CMOs are investing in reskilling initiatives to help their teams adapt to an AI-enabled future, where data fluency and technological literacy are as important as creative expertise. New roles blending marketing, technology, and analytics are emerging, highlighting the importance of interdisciplinary collaboration.
Interestingly, the findings also reveal optimism about the potential for AI and human creativity to complement each other rather than compete. CMOs noted that when deployed responsibly, AI can act as a powerful partner—streamlining workflows, surfacing insights, and enabling experimentation—while human talent brings originality, empathy, and vision. This hybrid approach is being described as the future of marketing, where efficiency and imagination work hand in hand.
Industry observers note that the divergence in views reflects broader questions facing the global marketing community. While some organizations rush to embed AI into every aspect of operations, others take a more measured approach, prioritizing trust and long-term brand equity over short-term efficiency gains. The balance between embracing innovation and preserving authenticity remains a defining challenge.
The report concludes that AI’s role in marketing will continue to evolve rapidly, with adoption becoming near-universal. However, as CMOs adapt to this new landscape, they are clear about one message: the human element remains indispensable. Brands that can successfully integrate AI capabilities while maintaining authenticity, empathy, and creativity are best positioned to thrive in the years ahead.