73% of enterprises have launched AI, including generative AI, across marketing with 52% of deployments achieving business value: Infosys CMO Radar
Infosys Knowledge Institute has released the CMO Radar 2024 report, revealing that 73% of enterprises have implemented AI in marketing, with 52% of deployments achieving business value. The study, surveying 2,600 marketing leaders across multiple countries, found that 96% of marketing leaders have deployed AI in at least one marketing activity, while 30% use it across all seven key marketing areas. The report highlights that AI-fluent CMOs are becoming more influential, with 62% expected to increase their impact on strategic corporate decisions. Companies anticipate significant improvements in productivity (15%), cost savings (13%), and speed to market (11%) within 18 months through AI implementation.
Infosys Knowledge Institute ha pubblicato il rapporto CMO Radar 2024, rivelando che il 73% delle imprese ha implementato l'IA nel marketing, con un 52% delle implementazioni che raggiungono un valore commerciale. Lo studio, che ha intervistato 2.600 leader di marketing in diversi paesi, ha trovato che il 96% dei leader di marketing ha utilizzato l'IA in almeno un'attività di marketing, mentre il 30% la utilizza in tutte e sette le aree chiave del marketing. Il rapporto evidenzia che i CMO esperti in IA stanno diventando sempre più influenti, con il 62% che si prevede aumenteranno il loro impatto sulle decisioni strategiche aziendali. Le aziende si aspettano miglioramenti significativi in produttività (15%), risparmi sui costi (13%) e velocità di immissione sul mercato (11%) entro 18 mesi attraverso l'implementazione dell'IA.
Infosys Knowledge Institute ha publicado el informe CMO Radar 2024, revelando que el 73% de las empresas ha implementado IA en marketing, con un 52% de las implementaciones que logran valor empresarial. El estudio, que encuestó a 2,600 líderes de marketing en varios países, encontró que el 96% de los líderes de marketing ha implementado IA en al menos una actividad de marketing, mientras que el 30% la utiliza en las siete áreas clave del marketing. El informe destaca que los CMO con fluidez en IA están volviéndose más influyentes, con el 62% que se espera aumenten su impacto en decisiones estratégicas corporativas. Las empresas anticipan mejoras significativas en productividad (15%), ahorros de costos (13%) y velocidad para salir al mercado (11%) en un plazo de 18 meses a través de la implementación de IA.
인포시스 지식 연구소가 CMO 레이더 2024 보고서를 발표하였고, 이 보고서에 따르면 73%의 기업들이 마케팅에 AI를 도입했으며, 52%의 도입이 비즈니스 가치를 창출하고 있습니다. 이 연구는 여러 국가의 2,600명의 마케팅 리더를 조사하였으며, 그 결과 96%의 마케팅 리더가 최소 한 가지 마케팅 활동에 AI를 활용했으며, 30%는 마케팅 주요 7개 분야에서 AI를 사용하고 있다고 밝혔습니다. 보고서는 AI에 대한 이해도가 높은 CMO들이 더욱 영향력 있는 존재가 되고 있으며, 62%는 전략적 기업 결정에 대한 영향력을 강화할 것으로 예상된다고 강조합니다. 기업들은 AI 도입을 통해 18개월 이내에 생산성(15%), 비용 절감(13%) 및 시장 출시 속도(11%)에서 상당한 개선을 기대하고 있습니다.
Infosys Knowledge Institute a publié le rapport CMO Radar 2024, révélant que 73% des entreprises ont mis en œuvre l'IA dans le marketing, avec 52% des déploiements générant de la valeur commerciale. L'étude, qui a interrogé 2 600 responsables marketing dans plusieurs pays, a révélé que 96% des responsables marketing ont déployé de l'IA dans au moins une activité marketing, tandis que 30% l'utilisent dans tous les sept domaines clés du marketing. Le rapport souligne que les CMO compétents en IA deviennent de plus en plus influents, avec 62% d'entre eux devant accroître leur impact sur les décisions stratégiques des entreprises. Les entreprises prévoient des améliorations significatives en matière de productivité (15%), d'économies de coûts (13%) et de rapidité de mise sur le marché (11%) dans les 18 mois suivant la mise en œuvre de l'IA.
Infosys Knowledge Institute hat den Bericht CMO Radar 2024 veröffentlicht, der zeigt, dass 73% der Unternehmen KI im Marketing implementiert haben, wobei 52% der Implementierungen geschäftlichen Nutzen erzielen. Die Studie, die 2.600 Marketingverantwortliche aus mehreren Ländern befragt hat, ergab, dass 96% der Marketingverantwortlichen KI in mindestens einer Marketingaktivität eingesetzt haben, während 30% sie in allen sieben wichtigen Marketingbereichen verwenden. Der Bericht hebt hervor, dass KI-affine CMOs zunehmend einflussreicher werden, wobei 62% erwartet werden, dass sie ihren Einfluss auf strategische Unternehmensentscheidungen erhöhen. Unternehmen erwarten signifikante Verbesserungen in der Produktivität (15%), Kosteneinsparungen (13%) und Markteinführungszeit (11%) innerhalb von 18 Monaten durch die Implementierung von KI.
- 52% of AI marketing deployments are generating business value
- 96% of marketing leaders have adopted AI in at least one marketing activity
- Expected improvements in productivity (15%), cost savings (13%), and speed to market (11%)
- 62% of CMOs are positioned to increase influence over strategic corporate decisions
- 48% of AI deployments struggle to deliver business value
- 43% of companies still rely on ad hoc methods for AI risk mitigation
Insights
The widespread adoption of AI in marketing, with
For Infosys, this positions them strategically in the AI consulting and implementation space. Their Aster platform could capitalize on the
The integration of AI across the marketing value chain, particularly in customer data platforms (CDPs) and cloud-native MarTech stacks, represents a significant technological advancement. The focus on real-time analytics, personalization and systematic governance frameworks indicates a mature approach to AI implementation. The emphasis on risk management and compliance (
AI-fluent CMOs are becoming a transformative force in business;
BENGALURU,
The Infosys CMO Radar 2024 found that while most CMOs are engaging in AI across all their main marketing activities, almost half (
The report identifies that AI-fluent CMOs make data-driven decisions using predictive AI to anticipate customer needs, personalize and optimize campaigns, and boost marketing performance. They are also able to better use generative AI to bring together value from data, industry expertise, and creative execution to build stronger capabilities, inside-out, within their teams.
The CMO Radar 2024 survey was conducted by the Infosys Knowledge Institute polling 2,600 marketing leaders across industries from
The research reveals:
96% of marketing leaders have deployed AI in at least one marketing activity.52% of AI marketing deployments generate business value.30% of marketing leaders have deployed AI in all seven key marketing activities.62% of CMOs are set to grow their influence over strategic corporate decisions.
The Infosys CMO Radar 2024 found that marketing leaders expect AI to deliver measurable value in the next 18 months, including double-digit percentage point boosts in productivity (15 percentage points), cost savings (13 percentage points), and speed to market (11 percentage points).
The report outlines four tactics that Leaders in AI fluency employ to generate business value from their AI deployments:
- Embed AI solutions into business and marketing processes: Leading CMOs ensure their teams can access real-time insights from data and immediately adjust tactics as they roll out their AI implementation plan. They establish systematic governance around KPIs and ensure consistent communication with stakeholders.
- Align AI, business, and marketing strategies: Marketers who succeed with AI are more likely to have a responsive AI strategy that aligns with both marketing and overall business goals. These companies prioritize building out AI capabilities across the marketing value chain based on its business value and feasibility.
- Factor risk management into AI-powered marketing solutions:
43% of companies still depend on ad hoc methods of risk mitigation when it comes to AI in marketing. Embedding dedicated risk management ensures compliance, builds customer trust, and positions brands as leaders in trustworthy AI adoption. - Ensure the MarTech stack is scalable and optimized for AI use cases: Customer data platforms (CDPs) are essential for maximizing AI's value in marketing. Advanced cloud-native MarTech stacks with real-time CDPs enhance scalability and data integration, delivering personalized experiences. Companies adopting this infrastructure achieve significant competitive advantages, unlocking AI's full potential and leading in innovation and customer engagement.
Satish H C, EVP and Chief Delivery Officer, Infosys, said, "Very early on, at Infosys, we saw how AI promises to disrupt the way B2B and B2C players think about customer experience, marketing productivity, and growth. The findings of the Infosys CMO Radar 2024 report point to how forward-thinking marketing leaders are adjusting to this new landscape. Central to this transformation is the reimagining of marketing end to end, embracing a holistic approach to innovation. By focusing on disintermediation for agility, businesses can swiftly adapt to changes and enhance their competitive edge. The report underscores the vital role of leadership in harnessing AI capabilities to drive marketing innovation and customer engagement. With Infosys Aster, we are already bringing the digital capabilities for marketing leaders to maximize operations, while taking advantage of advances in marketing effectiveness and personalization in an AI-first future."
Sumit Virmani, EVP and Global Chief Marketing Officer, Infosys, said: "CMOs face the dual challenge of fueling growth in the short-term while articulating the value of their brand investments in the medium term. They recognize AI's, especially generative AI's, potential to help them rewire marketing for greater effectiveness. They know it can also be a key amplifier of marketing impact to the business and its influence within the C-Suite. The Infosys CMO Radar 2024 unpacks the tactics that CMOs can embrace to get and stay ahead in these times of AI-powered transformation."
To read the full report with detailed insights, please visit here.
Methodology
Infosys used an anonymous format to conduct an online survey of 2,600 marketing executives in automotive; CPG; energy, mining, and utilities; financial services; healthcare; high tech; insurance; life sciences; logistics; manufacturing; professional services; retail; travel and hospitality; and telecom in Australia,
About Infosys
Infosys is a global leader in next-generation digital services and consulting. Over 300,000 of our people work to amplify human potential and create the next opportunity for people, businesses and communities. We enable clients in more than 56 countries to navigate their digital transformation. With over four decades of experience in managing the systems and workings of global enterprises, we expertly steer clients, as they navigate their digital transformation powered by cloud and AI. We enable them with an AI-first core, empower the business with agile digital at scale and drive continuous improvement with always-on learning through the transfer of digital skills, expertise, and ideas from our innovation ecosystem. We are deeply committed to being a well-governed, environmentally sustainable organization where diverse talent thrives in an inclusive workplace.
Visit www.infosys.com to see how Infosys (NSE, BSE, NYSE: INFY) can help your enterprise navigate your next.
Safe Harbor
Certain statements in this release concerning our future growth prospects, or our future financial or operating performance, are forward-looking statements intended to qualify for the 'safe harbor' under the Private Securities Litigation Reform Act of 1995, which involve a number of risks and uncertainties that could cause actual results or outcomes to differ materially from those in such forward-looking statements. The risks and uncertainties relating to these statements include, but are not limited to, risks and uncertainties regarding the execution of our business strategy, increased competition for talent, our ability to attract and retain personnel, increase in wages, investments to reskill our employees, our ability to effectively implement a hybrid work model, economic uncertainties and geo-political situations, technological disruptions and innovations such as Generative AI, the complex and evolving regulatory landscape including immigration regulation changes, our ESG vision, our capital allocation policy and expectations concerning our market position, future operations, margins, profitability, liquidity, capital resources, our corporate actions including acquisitions, and cybersecurity matters. Important factors that may cause actual results or outcomes to differ from those implied by the forward-looking statements are discussed in more detail in our US Securities and Exchange Commission filings including our Annual Report on Form 20-F for the fiscal year ended March 31, 2024. These filings are available at www.sec.gov. Infosys may, from time to time, make additional written and oral forward-looking statements, including statements contained in the Company's filings with the Securities and Exchange Commission and our reports to shareholders. The Company does not undertake to update any forward-looking statements that may be made from time to time by or on behalf of the Company unless it is required by law.
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FAQ
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