""Gartner's position is that CMOs who simply bolt AI onto legacy systems and processes will fail to drive growth; those who use it to reshape the business will lead. One of the major trends we see is that most organizations aren't ready to get value from AI," said Sharon Cantor Ceurvorst, vice president of research in the Gartner Marketing Practice, over email."
"The report arrives as speculation mounts that the generative AI market is a bubble close to bursting but as industry players including agencies and consumer brands continue to ramp up their AI initiatives. Gartner's hype cycle tracking technology trends sees generative AI in the early stages of the trough of disillusionment while AI-powered agents, or agentic AI, are in the preceding peak of inflated expectations phase."
Nearly two-thirds of marketers expect artificial intelligence to dramatically reshape their roles within two years. Among marketers using generative AI but not agents, only 5% report significant gains on business outcomes. Agentic AI and agent capabilities are not yet delivering promised business performance for many organizations. AI must be implemented holistically rather than piecemeal to generate value. Eighty-two percent of business leaders expect companies to substantially revamp identities, meaning both internal self-view and external presentation. CMOs must craft that narrative and align AI with business transformation to lead growth.
Read at Marketing Dive
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