AI, CMOs, and the C-Suite
AI is no longer just a tool for marketing efficiency – it has become a top priority for CEOs looking to drive growth, innovation, and earn a competitive advantage. But while 76% of CEOs are integrating AI into their organisations, expecting marketing to take a leading role, how will this effect the role of CMOs and their marketing teams?
At tml Partners, we partnered with Boathouse Inc. to explore this evolving CEO-CMO dynamic in The Evolution of the Marketing Function in the Age of AI, a whitepaper that draws on insights from The CEO Study on the CMO by Boathouse and The CMO Report by tml Partners.
We were delighted to be joined by David Alexander, Chief Marketing Officer at Everbridge, Tina Beaty, Chief Marketing & Experience Officer at SHRM, and Jodie Collins, former Director of Marketing Operations at Sidley Austin LLP, who shared their qualitative insights.
AI as a Business Imperative: The CEO’s View
The report highlights that CEOs see AI playing three critical roles in their businesses:
- 46% believe AI enhances existing products and services, making good offerings even better.
- 28% see AI as a disruptive force, capable of reshaping their category.
- 26% view AI as a driver of operational efficiency, helping to reduce costs and scale operations.
For CMOs, this presents a clear mandate: AI must go beyond optimising marketing operations – it should become a strategic growth enabler that aligns with the broader business agenda.
The Changing Role of the Marketing Function
One of the biggest shifts AI has brought to marketing is the evolution of team structures and required skill sets. As automation takes over repetitive tasks, marketing leaders must focus on:
- Developing AI literacy – Understanding how to interact with AI tools and interpret AI-generated insights.
- Balancing automation with creativity – Ensuring AI complements, rather than replaces, human-led brand storytelling.
- Testing and refining AI adoption strategies – Taking an iterative, business-driven approach rather than rushing into AI investments.
With AI driving efficiency and enhancing decision-making, marketing teams must adapt by upskilling, restructuring, and redefining traditional roles.
About tml Partners: Specialist Marketing and Commercial Headhunters
tml Partners are specialists in Executive Search with access to a global network of commercial, marketing, communications, brand, product and digital leaders. Our team work with businesses ranging from fast-growth challenger brands to blue-chip organisations to develop their in-house teams.
As one of the world’s leading commercial and marketing recruitment agencies, we can support whether you’re seeking interim or permanent solutions.
With offices in London and New York, our team has the expertise to support across various sectors and locations.
To learn how tml Partners can help you, get in touch.
