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How marketingleaders shouldbe thinking about AIand data-drivendecisioningheading into 2025 A welcomefrom Marta Cyhan-Bowles We’re pleased to share our annual CMO Outlook report with you. This year’s surveynot only highlights the evolving priorities and concerns of senior marketing leadersaround the world; it also explores how Artificial Intelligence (AI) is reshaping themarketing function for organizations of all sizes. What’s very clear? While other aspects of CMO strategy remained stable in 2024,Generative AI (GenAI) is at the forefront of significant growth and change. Indeed,it’s becoming a core element of the marketing mix for accelerating businessgrowth. To drive sales in 2025, senior marketers will need to fully integrate responsible,consumer-centric GenAI tools into their overall marketing strategy. Our teams areleading the way, helping partners to see how AI is a healthy, growing extension oftheir organization. In this time of rapid change, NIQ is committed to keeping you atthe forefront of the data-driven insights that give you a competitive edge. Marta Cyhan-Bowles Chief Communications Officer and Global Head of Marketing COE Table of Contents 1New year, new opportunities for marketers42Market overview: Where we’ve been—and where we’re headed53Data utilization trends: Moving toward prescriptive outcomes94AI’s marketing impact: On the verge of transformation125AI-driven marketing accountability166AI-driven collaboration177The importance of long-term strategic investments208Making intelligent use of data-powered AI229Key takeaways25 New year, new opportunitiesfor marketers NIQ’s annual CMO Outlook survey offers crucial insights for senior marketers,spotlighting the dynamic challenges they face and emphasizing the importance ofcontinuously gauging CMO perspectives globally to help shape future strategies. The 2024 survey revisited themes from 2023 while also focusing on the tangible impactofArtificial Intelligence(AI) on marketing strategies.This report not only highlightsthe findings of the survey; it also explores AI’s potential in the years to come,offering retail and manufacturer CMOs critical analysis to guide their 2025planning. About the survey Timing:April-June 2024 Respondent pool:•Nearly600senior marketing leaders from companies with over $50 million in annual revenue or 250-plus employees•18countries represented (spanning Asia Pacific, Europe, Latin America,the Middle East/Africa, and North America) As the world’s leading consumer intelligence firm, NIQ delivers unparalleledmeasurement data and AI-powered advanced analytics to consumer packaged goods(CPG), retail, and Technology & Durables (T&D) businesses. This expertise enablessenior decision-makers to identify where to strategically invest in the fast-evolving AIlandscape. Clients across the globe have trusted NIQ with their data for more than 100 years. Today,we empower clients across 100-plus countries, 1.4 million stores, and trillions of recordswith AI and machine learning (ML) that drive actionable insights. Read on to discover how senior marketing leaders are approaching strategic planning in2025—and where AI fits in. Market overview Where we’ve been—and where we’re headed NIQ’s latest CMO Outlook survey highlights the evolving priorities and concerns of seniormarketers in 2024, revealingboth consistency and changecompared with last year’sinaugural survey. While marketing leaders remain optimistic about the future, severalshifts in sentiment reflect the economic realities of market disruptions, including thepandemic, rising inflation, and ongoing energy pricing pressures. Consistent with 2023,78%of marketers in the 2024 survey remain confident thatthey will be in a stronger position three years from now. However, fewer marketers havereported strong growth over the past three years, particularly in regions like NorthAmerica, Europe, and the Middle East. Despite these regional declines,70%of marketersare still seeing healthy brand growth. 6% Anticipated growthin global consumerspending in 2025 Source: World Data Lab, Mid-Year Consumer Outlook: Guide to 2025 While marketers may be optimistic about the future, many of the consumers they marketto continue to face challenges, with rising costs—especially in food and utilities—still keyconcerns. These pressures, coupled with the looming threat of an economic downturn,continue to shape the cautious spending patterns seen in CPG and retail. In turn, thisis likely to have a major impact on marketing strategies and both promotional andbrand activity for the foreseeable future as consumers continue to search for value andsavings. However, there are positives in other categories. In our role as a partner to the world’sleading B2C businesses,NIQ has identified opportunities for growth even wherethere is economic pressure on consumers.Even though many are focusing much oftheir spending on essential items, there are signs of renewed interest in T&D categoriessuch as Ph