In a world where agents may disintermediate many of our shopping and browsing experiences, where the search experience will be vastly different, and where conversational commerce and retail media are expanding.
Which is perhaps why 86% of CMOs agree that “Brands today are built through experiences” yet 73% worry that “AI is at risk of making my brand experience less impactful.” On the flipside, 90% agree that “Gen AI will help us design more helpful, personalized and dynamic experiences.”
Many commentators have (prematurely) declared the death of the website and of SEO (89% of our CMOs agreed that “AI will transform the future of search”) and there is no question that both will evolve significantly. Many sites are already reporting significant declines in traffic since Google’s introduction of AI search summaries. But perhaps the role of the site isn’t dying, but evolving to solve less for information and discovery and more for high value, highly personalized interactions such as product configuration and customization, virtual try on, and personalized recommendations.
Authoritative, well-structured content that surfaces within LLMs will remain key for driving share of model and visibility off site, but the on-site experience may shift to be more action-oriented, which will place greater emphasis once again on digital craft. This raises the possibility that in the future web design will be a game of two halves; one by machines for machines and one by humans, augmented by machines, to deliver very human experiences.
Brand experience will clearly play an important role in sustaining brand preference and establishing brands as trusted curators and navigators. 89% of CMOs agree “Every touchpoint should tell the brand story, from comms to commerce” (up 14 percentage points from 75% in 2024) yet 72% believe not enough brand experiences are distinctive.
Intelligent personalization and innovative interfaces such as gaming, virtual worlds, gesture and touch are seen as key to delivering creative brand experience, sustaining their importance year on year, and rated as key ingredients by 54% and 56% of CMOs respectively. Meanwhile CMOs plan to use techniques such as immersive AR/VR experiences (49%), integration in gaming (51%) and integration into livestreaming (44%) to innovate around the customer experience.
OUR WORK…
NEW LOOK NEW COVER LETTER
ADVERTISER/BRAND:HALEON/BACTROBAN
CREATIVE AGENCY:DENTSU CREATIVE
In 2024, Bactroban made a strong debut in the skin health market with a precision-engineered acne treatment crafted specifically for young consumers. How could this trusted OTC leader quickly capture the hearts of younger audiences and ignite strong momentum around the “Bactroban Acne Relief” promise?
Surveys reveal that over 70% of job seekers wrestle with anxiety and low confidence throughout the application process. Under the intense pressure of landing their ideal role, candidates meticulously perfect their photos but remain uneasy about how their skin will present on interview day.
Bactroban designed a customized “New Look, New Cover Letter” experience that empowers job seekers with renewed confidence and elevate their chances of success in the hiring process. At Himo—the leading resume photo studio in China—AI-powered cameras analyze skin in real time, detecting acne, blemishes, and pore concerns as images are captured. Accompanied by flawlessly retouched portraits, each user receives a customized skin improvement report infused with Bactroban’s expertise—turning every photo into a bold statement of renewed confidence.
But Bactroban’s commitment goes deeper. Powered by the potent anti-inflammatory and acne-fighting effects of adapalene gel, it directly addresses the everyday skin challenges faced by young professionals.
This article is selected from Dentsu Creative’s 2025 CMO Report, “Agents of Reinvention: Marketing at the Intersection of AI and Human Ingenuity.”
Drawing on perspectives from over 1,950 senior marketing leaders across 14 markets, the report identifies 10 key themes set to shape marketing in 2025—from anticipating the algorithm and investing in intimacy, to building trust and cultivating taste in the age of Agentic AI.
Explore actionable strategies to meet these challenges and drive growth, while balancing success in both culture and commerce.
To access the full 2025 CMO Report, visit the Dentsu Creative global website:
www.dentsucreative.com/news/dentsu-creative-cmo-report-2025
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