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Humanized Growth in the era of AI study

The Institute for Real Growth, in partnership with the Oxford Said Future of Marketing Initiative, Google, and the ANA CMO Growth Council, led the Humanized Growth in the Era of AI (HGAI) study. The study explored AI's impact on Marketing and the role of the CMO as a change leader in helping Marketing and the broader business understand and adopt AI to drive growth.

The study findings include new insights, early Marketing AI best practices, watchouts, and practical tales from the trenches for CMOs to learn from and emulate.

The findings are based on 50+ vision interviews with CMOs, business leaders, practitioners, and experts, analysis of 100+ thought leadership publications, and a quantitative survey with 250+ senior business leaders.

The Study Design

  • AI Analysis of 100+ AI publications
  • 50+ Expert and CMO vision interviews
  • 150+ IRG Program CMO contributions
  • 250+ online survey respondents

Study Scope

  • Current state of Marketing and AI
  • Business Growth Opportunities
  • The role of the CMO as AI change leader

Sample of Participant Companies

Executive Summary

Explore AI's impact on Marketing and the role of the CMO as a change leader in helping Marketing and the broader business understand and adopt AI to drive growth.

Download the Executive Summary
Intangibles

Key Study Insights

Leading CMO partner across the C-Suite to effectively adopt AI

100

138

3+ very/highly effective C-Suite partnerships

Leading CMOs put the people at the center of the transformation.

88

104

Partner with HR to drive effective AI adoption

Leading CMOs lead by example

78

109

I use AI to increase my personal wellbeing

Join IRG100 program

The IRG100 program is the IRG’s flagship leadership program and includes the insights of HGAI study. This program is for CMOs and CMO-1 level Marketing leaders with 20+ years experience. The IRG100 program inspires CMOs to increase personal, business, and societal impact.

More info about IRG100 program

Join Marketing2030

IRG’s study M2030 will identify the most significant shifts that are reshaping the business and marketing world, exploring how these changes redefine the future role of marketing.

“M2030 will identify the most significant shifts reshaping the business and Marketing world and explore how these changes redefine the future role of Marketing and the CMO’’
Andrew Stephen, The L’Oreal Professor of Marketing at the University of Oxford.

“Marketing today stands at a pivotal crossroads. Our challenge is to rise to the occasion and lead with ambition. Marketing2030 is not just about tracking the future of marketing… we are building it together”
M2030 Lead Cindy Tervoort.

“The M2030 initiative convenes a unique collective of Marketing industry organizations, senior CMO practitioners, leading creative thinkers, data analysts, and technology pioneers. Together, we will determine what it takes to win in the future,”
IRG Founder Marc de Swaan Arons.

Join the M2030 collective