Gartner: AI agents fail to ease CMO pain amid need for deeper shifts

Group 1 - Nearly two-thirds of marketers believe advancements in artificial intelligence will dramatically reshape their roles within the next two years, but many struggle to tie the technology to results [1][2] - Among marketers using generative AI, only 5% are seeing significant gains in business outcomes, indicating that AI implementation needs to be holistic rather than piecemeal [2][3] - 82% of business leaders believe companies will need to substantially revamp their identities to keep pace with AI, with CMOs playing a crucial role in crafting this narrative [2][3] Group 2 - Gartner suggests that CMOs who merely add AI to legacy systems will fail to drive growth, while those who reshape their business with AI will lead [3] - The generative AI market is speculated to be close to bursting, yet agencies and consumer brands continue to ramp up AI initiatives [4] - Gartner's hype cycle indicates that generative AI is in the early stages of disillusionment, while AI-powered agents are at the peak of inflated expectations [4] Group 3 - Gartner views AI as having immense and unrealized potential, with significant implications for marketers, particularly in digital advertising channels like search, social, and display [5] - Major digital ad platforms such as Google, Meta, and Amazon are investing tens of billions annually to stay at the forefront of AI technology [5]