Brands are transforming their marketing strategies by integrating AI into their operations. Major companies like Unilever, Heineken, and Visa are dismantling traditional agency structures, creating hybrid in-housing models that balance local agility with centralized control. The challenge lies in shifting AI's role from merely a tool for operational efficiency to a vital component for strategic growth. Achieving this involves embedding AI deeply into marketing efforts, enabling them to deliver timely insights and recommendations that enhance decision-making and improve brand visibility in AI-driven environments.
Modern marketing is redefining itself as brands like Unilever, Heineken, and Visa tear down traditional agency silos to create hybrid in-housing models, utilizing AI effectively.
AI must evolve from a tactical efficiency tool to a strategic accelerant for growth, embedding intelligent insights into go-to-market engines.
Consumers are increasingly using generative AI for discovery, with a survey revealing a rise from 25% to 58% of individuals turning to LLMs for product advice.
To remain competitive, CMOs should monitor AI-driven search presence and track their brand's influence in AI-powered pathways, adjusting strategies as necessary.
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