Under pressure to anticipate the future, we see CMO’s attitudes towards AI as a creative partner changing rapidly. While last year’s survey showed a strong conviction that AI will never make work that touches the heart, CMOs in 2024 are less certain. From believing that human craft and AI are staunchly separate, many are now interested to explore the intersection of humanity and technology.
79% of marketers still agree that human craft is critically important in the creation of distinctive brand ideas. However, we saw a marked decline in those convinced that AI can never truly compete with the human imagination. In last year’s survey, 75% of respondents agreed that Generative AI will never truly replace the human imagination. This year, that number fell to 65%.
In 2023, 67% of marketers agreed that AI would never be able to create content that truly move people versus just 49% in this year’s survey. 81% of last year’s respondents agreed that their customers would pay a premium for human-created content and experiences, versus 65% of this year’s CMO cohort. An extraordinary shift in attitudes in just 12 months.
This transformation also opens CMO’s eyes to the potential of Generative AI as a collaborator and partner.
77% agreed that they would be interested in an AI trained on their brand’s tone and style, although 47% remained concerned that AI-assisted creativity could not truly capture their brand voice.
On a positive note, CMOs in 2024 feel more confident in their roles: 46% of respondents in 2024 felt that AI might take their jobs, down over 10 percentage points from 57% in 2023, perhaps a response to deeper understanding of the power of collaboration and co-creation with AI.
Despite the significant shifts in opinion, we believe the findings signal a more nuanced understanding of the power of AI and how it complements the human imagination.
The positive outlook is that AI will not compete with human imagination, but grant it superpowers; the ability to deliver big, bold and emotional ideas at an unforeseen level of scale, personalization and responsiveness. Progressive writers and art directors will work hand in hand with AI, scaling their talents far beyond what is humanly possible. Increasingly important in a world where 78% of marketers agree “It is important for my content to be produced at scale, seamlessly, across multiple channels and territories.”
The content of this article is sourced from the DENTSU CREATIVE 2024 CMO REPORT. Now in its fifth year, the annual study is conducted to provide insight into the hearts and minds of CMOs globally, to help benchmark their direction against peers, and support them developing their creative, experience and innovation roadmaps. To form the CMO Report, the responses to 45 questions posed to 950 CMOs in Australia, Brazil, China, Canada, Germany, Italy, India, Japan, Mexico, Saudi Arabia, Spain, the UAE, US and UK.
Eight key themes have been identified to offer an indispensable industry toolkit and roadmap, this year calling for agencies to not only respond to briefs but also to challenge them and drive transformative change.
TO READ THE 2024 CMO REPORT IN FULL, PLEASE DOWNLOAD FROM THE DENTSU CREATIVE GLOBAL WEBSITE.
www.dentsucreative.com/news/dentsu-creative-cmo-survey-2024
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