The CMO Survey: Marketers Spend on New Technologies as They Battle Usage and Impact Challenges

April 2024
Marketing leaders from for-profit U.S. companies report a rise in marketing technology adoption, while also signaling uncertainty on how to leverage the full potential of these technologies for performance gains.
The 32nd edition of The CMO Survey also found that only 10% of companies are already using large language models in marketing activities, despite generative AI already having a positive impact on companies in terms of lower overhead costs (7%), better customer satisfaction (6.1%) and sales productivity (5.1%).
However, several challenges are in the path of a full integration of technology and generative AI in marketing, the survey highlights.
The CMO Survey, directed by Professor Christine Moorman of Duke University’s Fuqua School of Business, is a partnership between Duke University, Deloitte, and the American Marketing Association. This edition collected responses from 292 marketing leaders, 94% of whom hold positions at VP-level or higher.
0:00 - Start
0:31 - Managing Marketing Technolgies
1:52 - Use of AI in Marketing
3:00 - Growth
3:55 - Marketing and Sustainability
5:03 - Marketing Budgets
6:44 - Macroeconomic Forecasts
7:26 - Award for Marketing Excellence