Gartner's latest survey suggests that Chief Marketing Officers (CMOs) anticipate their budgets in 2025 will remain flat at 7.7% of total revenue, reflecting stalled marketing spending. A significant number of CMOs are adapting by enhancing budget efficiency, particularly through generative AI tools. Despite budgetary constraints, confidence among CMOs is improving slightly, although 59% still feel underfunded for their 2025 goals. Paid media accounts for over 30% of budgets, with a trend towards cutting back on traditional agencies due to AI advancements, potentially impacting the market significantly.
"Given the looming macroeconomic uncertainties, CMOs are now confronting the prospect of in-year budget cuts," said Ewan McIntyre, vice president analyst and chief of research for Gartner's marketing practice.
Nearly half (49%) of CMOs see greater time efficiency as a benefit of generative AI while 40% report cost reductions.
Despite plateauing resources, many CMOs are stretching their budgets further as they get a better handle on tools like generative AI.
59% of CMOs believe they have insufficient funds to deliver on their 2025 agendas, showing some renewed confidence in budget management.
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