2025年CMO展望报告：AI与数据驱动决策的未来趋势（英文版）-NIQ尼尔森

Market Overview and Trends - Marketing leaders remain optimistic about the future, with 78% confident in a stronger position in three years, despite economic pressures like inflation and energy costs affecting consumer spending patterns [24][25][26] - CPG and retail sectors show cautious consumer behavior, but growth opportunities exist in technology, durable goods, and healthcare [27][28] - The overall "health" of marketing functions is improving, particularly in Europe, while North America shows a decline in sentiment among marketers [40] Data Utilization Trends - Marketers prioritize data-driven strategies, but real-time data usage has slightly decreased, with only 21% reporting actionable insights in real time [51][54] - Confidence in data insights and analytics capabilities is rising, yet only 39% have prescriptive analytics tools [54][57] - Data quality is crucial, as poor data can significantly increase prediction errors, highlighting the need for high-quality data across various decision-making processes [57][59] AI's Marketing Impact - Generative AI (GenAI) is increasingly integrated into marketing, with 65% of organizations using it in at least one business function, and 34% in marketing and sales [66][68] - Marketers leverage GenAI for tasks such as content creation, customer experience improvement, and brand health measurement, indicating its growing utility [68][70] - Concerns about AI include risks of fake content and privacy issues, with 56% of consumers hesitant to share personal information due to AI privacy concerns [72][73] AI-Driven Marketing Accountability and Collaboration - Cross-department collaboration is essential for maximizing AI potential, with 31% of marketers identifying data connection difficulties as a significant barrier [46][81] - Marketers are increasingly focused on integrating GenAI into existing workflows and measuring its impact, requiring investment in training and partnerships [81][82] Importance of Long-Term Strategic Investments - Senior marketers emphasize sustainability and diversity, equity, and inclusion (DEI) as competitive differentiators, with 29% viewing sustainability as a potential advantage [36] - Investment in long-term strategic goals remains a priority, despite challenges in securing marketing budgets, which have decreased to 7.7% of company revenue [87][88]