2025年全球首席营销官报告：人工智能与人类创造力交汇下的营销

Marketing at the Intersectionof AI and Human Ingenuity FOREWORD Welcome to ourannual CMO report What we clearly see in this report is that while clients are embracing AI at pace, they remaincommitted to the power of human craft and creativity. As we adopt AI at scale, it places an ever-greaterpremium on originality and innovation: AI is exceptionally good at prediction but creativity by its verynature is unpredictable. What is most exciting is when AI and human creativity come together to unlocknew possibilities, spot new patterns and shape new futures. That’s why we see clients committing to investmore than ever in innovation in 2026 and beyond.”“ YASU SASAKIGLOBAL CHIEF CREATIVE OFFICER, DENTSU The future of marketing is about augmenting human ingenuity with AI to enable a level of pace andpersonalization not previously possible. It’s not about doing more with less, it’s about doing things wecouldn’t do before: connecting creativity, media, data and production to meet the right customer with theright message in the right moment, leveraging the modern content supply chain to show up in more of thosemoments than was possible in the past. What we hear from our clients, and the report bears that out, is thatthey need seamless integration of data, AI enabled production and their existing martech stack to realizethe potential of real time creativity to accelerate growth.”“ ABBEY KLAASSENGLOBAL BRAND PRESIDENT, DENTSU CREATIVE Today’s marketers face an extraordinary series of paradoxes and contradictions. Automation is vital to keepup, humanity is vital to stand out. They must win with the algorithm or be invisible, but optimize too closelyand they become indistinguishable. If every brand chases the same signals with the same tools, we aresimply running harder to stand still. The result is that the more we embrace AI, the more human we mustbecome; unearthing the deeply personal truths, grounded in culture, that resonate, differentiate and scale.”“ PATRICIA MCDONALDGLOBAL CHIEF STRATEGY OFFICER, DENTSU CREATIVE INTRODUCTION AI has become ourindustry obsession,dominatingbudgets, conversations,and planning. At the intersection of trend and counter trend are the algorithmsthat govern so much of what we see and what we shop fortoday. Feeding the algorithm’s desire for novelty requiresan ever-faster stream of content-signalling recency, aidingdiscovery. AI plays a pivotal role in enabling us to meet thedemands of the newsfeed. Yet simply following the algorithm -targeting the same signals with the same tools as everyone else- can yield diminishing returns. The more we chase relevance,the more it eludes us. The more we strive to stand out, the moresimilar we become. Every week seems to bring an exponential leap forward,triggering both wild excitement and existential anxiety. AgenticAI represents the next leap forward, transforming search,commerce and user experience with new levels of autonomyand personalization. Our 2025 CMO Report makes it clear that AI is already deeplyembedded in marketers’ everyday ways of working. Almostevery CMO surveyed is using AI in their personal workflows:simplifying, synthesizing and shortcutting. CMOs are longpast experimenting with the new, they are investing, at scale.Which means, of course, AI must be deeply embedded inagency workflows, from insight to production to testingand measurement. As AI helps us scale and personalize our content at pace,the human tension at the heart of our thinking becomesmore important than ever. Why scale what doesn’tresonate? Yet our study also points to a (perhaps inevitable) countertension. The more advanced AI becomes, the more we cravehumanity; a flaw, a quirk, a nuance that only another humanwould spot. It is no coincidence that as AI accelerates sotoo does the creator economy, a billion dollar disruptor withhuman to human connection at the heart, at least for now. (AIInfluencers have entered the chat en masse). INTRODUCTION Perhaps ironically,the rise of themachines will makehumanity more valuablethan ever before. A world powered by AI and governed by algorithms createsan ever greater demand for intimate human understanding ofpeople, communities and fandoms. It calls on us to identifyculturally specific micro-insights with potential to travelbeautifully. To leverage rich cultural intelligence to helpbrands scale community first. To embrace depth, surpriseand serendipity alongside AI’s promise of scale, predictabilityand order. While they are investing in predictive intelligence, they arelooking to fandoms and online communities as rich sourcesof insight, with 86% agreeing that talking to real customers isimportant and irreplaceable, and 86% that “AI will give talentedindividuals superpowers, not replace them.” At Dentsu Creative, we believe the future lies in usingAI to augment human intelligence and ingenuity. Whenrepetitive, table-stakes tasks are automated, thepremium we place on original, individual thinking willincrease drama