In today’s rapidly evolving digital landscape, Chief Marketing Officers (CMOs) face unprecedented levels of change, primarily driven by the fast pace of AI advancements. While the COVID-19 pandemic was a major test of resilience — with many CMOs navigating uncertainty and later advancing in their careers — the current AI revolution presents an even more complex challenge. To thrive in this turbulent environment, CMOs must evolve their strategies by embracing AI and applying a modernized version of the traditional marketing flywheel.
The flywheel model, traditionally a customer-centric approach to business growth, gains new momentum with AI integration. A recent survey from Think With Google outlines a framework built on four interconnected pillars that amplify this modern AI-powered flywheel: Measurement and Insights, Media and Personalization, Creativity and Content, and People and Process.
1. Measurement and Insights:
CMOs need to align their marketing performance indicators with actual business outcomes, such as ROI and profitability. AI-powered tools enable real-time data measurement and predictive modeling, helping marketers optimize campaigns and budget allocations based on accurate insights, all while respecting user privacy. First-party and historical data form the basis for outcome-based planning, with AI continuously improving campaign performance.
2. Media and Personalization:
AI enhances media planning by targeting the right users with the right message at the right time. Leading marketers use AI to dynamically shift ad budgets for better ROI, scale successful campaigns, and unlock behavioral insights across search, social, video, and shopping platforms. The ultimate goal is an autonomous AI system that refines media strategies in real-time based on continuous performance data.
3. Creativity and Content:
Generative AI is transforming creative processes by accelerating ideation and production. From content development to testing and optimization, AI enables more personalized and effective creative delivery. AI-powered tools can identify top-performing content, simulate campaigns before launch, and reduce time-to-market through “creative studios.”
4. People and Process:
To fully harness AI, CMOs must lead organizational change. This includes collaborating across executive teams, prioritizing AI integration, hiring AI-savvy talent, and redesigning workflows. Success depends on formalizing new practices and building a culture that embraces continuous learning and innovation.
Despite this promising framework, CMOs may still struggle to extract consumer insights. This challenge often stems from a workforce focused more on data reporting (“Reporting Squirrels”) than deep analysis (“Analysis Ninjas”). CMOs must ensure that analysts are generating actionable insights rather than merely producing reports.
Additionally, current tools like Google Analytics 4 (GA4) fall short in capturing the full customer journey, particularly at the Zero Moment of Truth (ZMOT)—when a consumer first researches a product before visiting a website. To fill these gaps, CMOs must invest in audience research (understanding individual behaviors and preferences) and market research (analyzing broader industry trends and competition). Together, they serve as both compass and map, guiding strategy and decision-making.
Ultimately, as economist Richard Baldwin noted, “AI won’t take your job. Somebody using AI will.” CMOs must proactively embrace AI while deepening their understanding of customers through research. By doing so, they can transform their marketing engines, drive sustainable growth, and build a lasting competitive advantage.