As AI tools become ubiquitous, customer expectations will shift. Receiving an irrelevant ad or email will no longer be a minor annoyance but a signal that the brand is technologically inept. Personalization is evolving from a competitive advantage to a basic requirement for brand credibility.
CMOs must now lead the integration of AI across marketing and adjacent business functions. This moves beyond traditional brand and growth responsibilities to include overseeing AI strategy, ethical usage, and resource allocation for new technologies, fundamentally changing the required leadership skillset.
Research shows employees are rapidly adopting AI agents. The primary risk isn't a lack of adoption but that these agents are handicapped by fragmented, incomplete, or siloed data. To succeed, companies must first focus on creating structured, centralized knowledge bases for AI to leverage effectively.
With AI, the "human-in-the-loop" is not a fixed role. Leaders must continuously optimize where team members intervene—whether for review, enhancement, or strategic input. A task requiring human oversight today may be fully automated tomorrow, demanding a dynamic approach to workflow design.
True marketing agility isn't just about processes; it's about culture. Wrike's CMO prioritizes hiring people who are inherently curious and comfortable with experimentation and failure. This cultural foundation is more critical than rigid frameworks for adapting to constant technological disruption like AI.
Staying current is a core leadership responsibility, not an afterthought. Wrike's CMO treats external learning—reading articles, listening to podcasts, attending events—as a scheduled, non-negotiable part of her job. She blocks her calendar weeks in advance to ensure this strategic time isn't consumed by daily tasks.