Insights from Top European CMOs
The CMO Barometer, a long-running study from Serviceplan Group, surveys over 800 CMOS across Europe and the Middle East to identify top priorities and trends shaping the marketing landscape. As AI takes center stage, the findings provide a clear picture of where marketing leaders are focusing their attention—and where agencies must adapt to stay competitive.
AI Dominates the CMO Agenda
One thing is certain: AI is a top priority across all industries. While that may seem obvious, the real impact lies in how AI is reshaping business transformation and operational efficiency. According to Nina Matzat, AI’s role in marketing goes far beyond simple automation—it’s now a key driver of decision-making and strategy.
Sebastian Küpers pointed out that the survey was conducted before the AI agent hype, yet AI was already the dominant focus. This underscores just how much marketing leaders anticipate AI-driven change in the coming years.
Marketing Budgets: Stability and AI Investment
Despite ongoing economic uncertainty, 76% of CMOS believed their budgets would either remain the same or increase in 2024. However, Matzat noted that if the survey were conducted today, we might see a stronger focus on AI investments, particularly in areas that enhance efficiency and automation.
Küpers reinforced this by highlighting a shift in budget allocation. AI isn’t just about cutting costs—it’s freeing up resources for more strategic, high-value initiatives. The biggest shift? AI-powered process automation is now delivering real results, not just incremental improvements.
The Rise of AI Agents and Process Automation
One of the most exciting AI developments is the ability to automate complex marketing tasks end to end. Küpers shared an example: Serviceplan has fully automated competitive analysis using AI agents. What once took weeks now takes an hour, delivering results with 80-90% human-level accuracy.
This shift means marketers can spend less time on manual research and more time on strategy and execution. As AI tools continue to evolve, we can expect even greater efficiency gains, allowing brands to respond faster, test ideas more frequently, and optimize campaigns in real-time.
Creativity Still Reigns, but AI is Essential
Despite the focus on AI, the top expectation from agencies remains creativity and out-of-the-box thinking. CMOs still value human creativity above all else, even as AI plays a bigger role in marketing processes.
However, Matzat cautioned that agencies must not overlook AI’s role in shaping creativity. The risk? Focusing solely on creative execution without embracing AI-driven solutions could lead to losing business to consultancies and tech firms—just as agencies lost ground during the digital marketing boom.
Her message to agencies: “Let’s not suck it up this time again.” Agencies must be both creative and technologically savvy to remain essential partners to their clients.
The Key Takeaway?
AI is transforming marketing at every level—from automating routine tasks to enhancing strategic decision-making. However, creativity remains king. Agencies that embrace AI while doubling down on original, brand-defining ideas will be the ones that thrive in 2025 and beyond.
The future belongs to those who can merge technological expertise with creative brilliance—ensuring that AI enhances, rather than replaces, the human touch in marketing.
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Doug Zanger is the founder and editor-in-chief of Indie Agency News. He is also the founder of the Creative Bohemian consultancy, lives in the Pacific Northwest and is insufferable about it.
