A majority of Indian Chief Marketing Officers (CMOs) believe their companies are falling behind in adopting new marketing technologies, according to a recent PwC Pulse Survey. The findings reveal that 70% of CMOs feel their organisations are not keeping up with competitors in leveraging advanced tools like Generative AI (GenAI), automation, and data analytics.

At the same time, 78% of CMOs reported plans to use GenAI to reshape their business models, highlighting a significant shift towards AI-driven marketing strategies. However, the survey also points to the growing pressure on marketing leaders to demonstrate stronger returns on investment (ROI) from their existing tech infrastructure.

As Indian companies ramp up their digital transformation efforts, CMOs are faced with the challenge of navigating an increasingly complex MarTech ecosystem, where choosing the right tools and ensuring seamless integration is crucial.

Tech investments under review

The rapid evolution of marketing technology has led to a surge in new tools and platforms, ranging from AI-driven chatbots and hyper-personalised ad targeting to automated content generation. However, despite these advancements, many companies struggle to extract full value from their tech investments.

The PwC survey underscores that proving ROI is now a critical factor in securing marketing budgets, leading many organisations to reassess their technology stacks. Instead of spreading resources across multiple platforms, CMOs are prioritising fewer, high-quality solutions that can deliver better integration and efficiency.

Another key trend emerging from the survey is the increased collaboration between marketing, IT, and data teams. As marketing becomes increasingly data-driven, companies are investing in centralised data management systems that enable real-time customer insights and predictive analytics.

However, many organisations continue to face technical and operational roadblocks when implementing new technologies. Challenges such as data silos, legacy infrastructure, and skill gaps are making it difficult for CMOs to realise the full potential of MarTech solutions.

GenAI driving marketing innovation

The adoption of Generative AI (GenAI) is emerging as a game-changer for marketing leaders. With AI-powered content creation, predictive analytics, and automated customer interactions, GenAI is transforming how brands engage with their audiences.

According to the survey, GenAI is being deployed for a wide range of marketing functions, including:

• Personalised ad targeting based on customer behavior and preferences
• Automated content generation for blogs, emails, and social media
• AI-driven customer service chatbots that enhance engagement
• Predictive analytics to anticipate consumer trends and optimise campaigns

Despite the enthusiasm around AI adoption, the report highlights concerns around data accuracy, ethical AI usage, and implementation challenges. Companies that fail to integrate AI into their broader marketing strategy risk creating fragmented customer experiences.

Regulatory changes and data privacy challenges

As marketing becomes more reliant on customer data for targeted advertising and personalisation, data privacy concerns are becoming more pronounced. The upcoming changes in India’s Data Protection Act are expected to introduce stricter compliance requirements, compelling companies to rethink how they collect, store, and use consumer data. As governments and regulatory bodies impose greater scrutiny on data collection and third-party tracking, companies are shifting towards:

• First-party data collection to reduce reliance on third-party cookies
• Privacy-first marketing strategies that prioritise transparency and consent
• Stronger cybersecurity measures to protect customer data from breaches

With growing restrictions on third-party cookies and cross-platform tracking, brands are now building direct customer relationships through loyalty programs, personalised email marketing, and AI-driven customer insights.

The future of marketing technology in India

The evolving role of CMOs is shaping the future of MarTech adoption in India. As companies refine their digital strategies, those that successfully integrate AI, data-driven decision-making, and regulatory compliance into their marketing operations will have a competitive advantage.

In the coming years, Indian CMOs are expected to:

• Invest more in AI-driven personalisation to enhance customer experience
• Adopt unified customer data platforms (CDPs) to break data silos
• Prioritise omnichannel engagement to create seamless digital experiences
• Strengthen compliance measures to align with global data privacy standards

With increased focus on ROI, AI integration, and data privacy, 2025 is expected to be a pivotal year for marketing technology adoption in India. Companies that can strike the right balance between innovation and regulatory compliance will be best positioned to thrive in the evolving digital landscape.