WRITER has unveiled the AI CMO Council, a new executive forum designed to help enterprise marketing leaders operationalize AI at scale. The initiative reflects a growing industry shift from experimentation toward “agentic” AI systems that actively execute workflows across marketing organizations.

Enterprise marketing is entering a new phase—one where artificial intelligence is no longer confined to pilots or productivity tools, but embedded into core operations. With the launch of its AI CMO Council, WRITER is positioning itself at the center of this transition, bringing together senior executives tasked with turning AI ambition into measurable business outcomes.

The Council, co-chaired by WRITER’s CMO Diego Lomanto, CXO network leader Elizabeth van den Berg, and former Vanguard Global CMO Colin Kelton, is structured as a peer learning community for senior marketing leaders. Its purpose is straightforward: provide a confidential environment where executives can exchange practical insights on deploying AI across large, complex organizations.

This is not a theoretical exercise. The founding cohort includes CMOs from major enterprises such as Barclays, The Clorox Company, and KPMG—organizations already navigating the operational realities of AI adoption.

The timing is significant. Marketing departments have emerged as early adopters of enterprise AI, largely because they sit at the intersection of data, customer experience, and revenue. From content generation to campaign optimization and personalization, marketing functions offer immediate use cases for AI deployment.

Yet the transition from experimentation to execution remains uneven. According to Deloitte, while 74% of organizations aim to use AI to drive revenue growth, only 21% are achieving that outcome. Even more telling, 84% have not redesigned workflows or job roles to fully integrate AI into their operations.

This gap between ambition and execution is where initiatives like the AI CMO Council aim to create value. By facilitating knowledge sharing among leaders actively implementing AI, the Council seeks to accelerate the development of practical frameworks for AI-native marketing.

The concept of “agentic marketing” is central to this effort. Unlike traditional AI tools that assist with specific tasks, agentic systems are designed to autonomously plan and execute workflows within defined parameters. In marketing, this could mean AI systems that not only generate content but also orchestrate campaigns, manage budgets, and optimize performance in real time.

Platforms from Salesforce, Adobe, and Google are increasingly incorporating these capabilities, signaling a broader industry shift toward automation at scale. WRITER’s positioning as an “enterprise AI agent platform” aligns with this trajectory, emphasizing execution over assistance.

For CMOs, the implications are both strategic and operational. On one hand, AI offers the potential to dramatically increase efficiency and campaign effectiveness. On the other, it introduces new challenges around governance, brand differentiation, and organizational design.

One of the more pressing concerns is maintaining brand integrity in an AI-driven environment. As generative AI tools become more widely adopted, there is a risk that brands could converge in tone and messaging. Ensuring distinctiveness requires not only technical controls but also clear governance frameworks—a topic the Council is expected to address.

Another challenge is workflow integration. Many organizations have adopted AI tools in isolation, leading to fragmented processes and limited impact. Moving to an AI-native model requires rethinking how teams operate, how data flows across systems, and how decisions are made.

The Council’s agenda reflects these priorities. Topics include AI-powered content creation, marketing technology orchestration, data strategy and privacy, hyper-personalization, and account-based marketing. These areas represent some of the most complex—and potentially transformative—applications of AI in marketing.

The format of the Council is designed to encourage ongoing collaboration. Members will participate in monthly virtual roundtables and quarterly in-person sessions in key global hubs such as New York, San Francisco, and London. This hybrid approach mirrors the distributed nature of modern enterprise teams.

From a broader MarTech perspective, the launch underscores the growing importance of executive-level collaboration in navigating technological change. As AI reshapes marketing, the role of the CMO is evolving from campaign oversight to system orchestration—managing a network of tools, data sources, and automated processes.

For enterprise organizations, the stakes are high. AI has the potential to redefine competitive dynamics, enabling faster execution, deeper personalization, and more efficient resource allocation. However, realizing these benefits requires more than technology—it demands new operating models, skill sets, and leadership approaches.

The AI CMO Council represents an attempt to address these challenges collectively. By pooling insights from leaders at the forefront of AI transformation, it aims to accelerate the development of best practices that can be scaled across industries.

In that sense, the initiative is as much about organizational change as it is about technology. As marketing becomes increasingly agent-driven, the ability to learn, adapt, and collaborate may prove to be one of the most valuable assets for enterprise leaders.

Market Landscape

The rise of AI-native marketing is reshaping enterprise strategies. According to Gartner, over 80% of marketing organizations are expected to adopt AI-driven automation in core workflows by 2027. Meanwhile, McKinsey & Company estimates that AI could generate up to $2.6 trillion in annual value across marketing and sales functions globally.

Despite this potential, execution challenges persist, particularly in integrating AI into existing workflows and aligning it with business objectives. Initiatives like the AI CMO Council highlight the growing need for structured collaboration and knowledge sharing at the executive level.

Top Insights

• WRITER has launched the AI CMO Council to help enterprise marketing leaders operationalize AI and transition from experimentation to scalable, AI-native marketing execution models.
• The initiative focuses on “agentic marketing,” where AI systems autonomously execute workflows, signaling a shift beyond productivity tools toward full operational automation.
• Founding members from Barclays, Clorox, and KPMG highlight strong enterprise interest in collaborative frameworks for AI adoption and governance.
• Deloitte data reveals a significant execution gap, with only 21% of organizations achieving AI-driven revenue growth despite widespread investment.
• The Council aims to address challenges such as brand governance, workflow integration, and martech orchestration through peer-driven insights and best practices.

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