NIQ, the leading consumer intelligence company, has released its annual CMO Outlook report, revealing key priorities for marketers in 2025. This year’s report highlights the transformative role of Artificial Intelligence (AI) in reshaping marketing strategies amidst economic challenges, with marketers focusing on long-term growth, data-driven insights, and cross-departmental collaboration.

1. AI at the Core of Marketing Functions:

• GenAI Integration:
  • 72% of marketers use Generative AI (GenAI) for content creation.
  • Other applications include brand health measurement (67%), media planning (65%), and product development (30%).
  • GenAI enhances customer experiences by personalizing interactions and unlocking creative potential.
• Marta Cyhan-Bowles’ Insight:
  • NIQ’s Chief Communications Officer emphasized that AI is becoming central to marketing, driving growth and efficiency across all functions.

2. Data-Driven Confidence Boosted by AI:

• Competitive Edge through Data:
  • 81% of marketers use data to monitor performance.
  • 60% of data-driven organizations report high confidence in their analytics capabilities.
• Challenges in Data Integration:
  • 31% of marketers struggle with connecting diverse data sources.
  • AI is critical for overcoming these challenges, enabling precise and cost-effective marketing measurement.

3. The Health of the Marketing Function is Improving:

• CMO Outlook Index Trends:
  • A marginal increase in marketing function health, with notable improvements in Europe.
  • Enhanced alignment with the C-suite is driving innovation and strategic growth.
• AI’s Role:
  • AI powers marketing innovation, enabling marketers to devise data-backed strategies for sustainable success.

4. AI Bridging the Gap Between Businesses and Consumers:

• Consumer-Centric Product Development:
  • Tools like NIQ’s BASES Ad Explorer leverage AI to refine brand equity and understand consumer preferences.
  • AI enables marketers to test ad iterations, prioritize creative insights, and meet deadlines efficiently.
• Enhanced Consumer Understanding:
  • AI delivers actionable insights that align marketing efforts with evolving consumer needs.

5. Collaboration Across Departments:

• Cross-Functional Alignment:
  • Marketers are adopting CFO language to justify investments and collaborating with CTOs to optimize AI implementation.
  • 2025 will see enhanced teamwork between marketing, data analysts, and business leaders to integrate diverse data sources.
• Breaking Down Silos:
  • Tighter collaboration is key to delivering unified, actionable insights that align with business goals.

NIQ’s 2025 CMO Outlook underscores the transformative power of AI in marketing. By embracing AI-driven strategies, marketers can enhance consumer understanding, optimize data usage, and foster cross-departmental collaboration, positioning themselves for sustained growth and innovation in a rapidly evolving landscape.