Dentsu Unveils CMO Navigator, Exploring Marketing Leadership in the Age of AI

Dentsu has released its report “CMO Navigator: Rethinking Marketing in the Age of AI“, offering a comprehensive look at how marketing leaders are navigating growth, media, and transformation in an increasingly algorithmic world.

Drawing on global research with senior marketing executives, the report captures a moment of transition for the CMO role. Artificial intelligence is no longer an emerging tool but a defining force reshaping how brands plan media, engage consumers, and measure impact. Against this backdrop, CMOs are being asked to balance automation with human judgment, scale with relevance, and efficiency with long-term brand value.

One of the report’s central findings is the emergence of a new group Dentsu calls “Perceptive CMOs.” Representing 17% of global marketing leaders, this cohort stands out for how closely their perspectives align with consumer expectations. These CMOs consistently outperform their peers on revenue growth, innovation, and readiness for transformation. They are more likely to fully embrace AI, invest earlier in new media ecosystems, and work within organizations experiencing double-digit growth.

Despite widespread consumer pessimism, the report reveals strong optimism among marketing leaders. Ninety percent of CMOs report revenue growth over the past 12 months, a performance that is driving increased marketing investment—particularly in North America and Latin America. This momentum suggests that many brands are viewing the current moment not as a time to retreat, but as an opportunity to accelerate.

AI has now become central to the CMO mandate. Marketing leaders rank “redesigning marketing in the age of AI” alongside customer satisfaction and customer-base growth as a core responsibility. Nearly nine in ten CMOs say emerging AI capabilities are already reshaping their strategies, from operational efficiency gains to the development of entirely new offerings and business models.

The report also underscores a fundamental shift in the role of media. With global advertising spend forecast to surpass $1 trillion in 2026, CMOs overwhelmingly agree that media has become one of the most powerful drivers of business performance. As media environments grow more algorithmic and increasingly shoppable, leaders are turning to attention-based planning, AI-augmented search, and creator-led ecosystems to connect with audiences. At the same time, concerns are rising around transparency and visibility within closed technology platforms, which many CMOs see as a growing challenge.

Entertainment partnerships are accelerating as brands look to engage consumers where cultural influence is strongest. Ninety-one percent of CMOs report increasing investment in sports, gaming, and entertainment intellectual property, with Mexico, the UK, and India leading the way in significant increases. Anime and gaming, in particular, have moved firmly into the mainstream: more than 85% of CMOs are increasing investment in anime IP, while gaming partnerships are now standard practice across most regions.

“CMOs are operating in the most dynamic marketing environment we’ve ever seen, and this year’s Navigator shows a profession leaning into change rather than resisting it,” said Will Swayne, Global Practice President, Media at Dentsu. “Whether it’s AI, new forms of entertainment, or emerging media behaviors, the most successful CMOs are those who translate complexity into meaningful, culturally connected brand experiences. Media has officially moved from being a channel to being a true engine of growth.”

The report also introduces Media++, Dentsu’s strategic approach to navigating a rapidly evolving media landscape. As consumers move through an unbound world where every touchpoint is addressable, automated, and connected, Media++ is designed to embed transparency, agility, and intelligence into media planning and activation—ensuring every impression delivers impact.

Positioned as Dentsu’s growth engine, Media++ reframes media as the flywheel powering integrated solutions across creative, customer experience management, data, and technology. In an era defined by algorithm-driven competition for attention, the approach positions media not merely as a distribution channel, but as a catalyst for transformation and measurable business outcomes.

With CMO Navigator: Rethinking Marketing in the Age of AI, Dentsu offers marketing leaders a strategic lens for turning complexity into opportunity—and for leading change in a world where media, technology, and culture are increasingly inseparable.

Download the report here