Global marketing leaders are rapidly reshaping their strategies as artificial intelligence becomes a core responsibility alongside revenue growth and customer satisfaction, according to a new report released on Thursday by advertising group dentsu.
The study, the CMO Navigator – Media Edition 2026, identifies a new group of so-called “Perceptive CMOs” whose views most closely align with consumer expectations. Representing about 17 percent of chief marketing officers globally, this cohort outperforms peers on revenue growth, innovation and readiness for transformation, dentsu said.
These executives are more likely to embrace AI early, invest sooner in emerging media ecosystems and work for companies posting double-digit growth, the report found.
Despite ongoing consumer pessimism in many markets, CMOs remain broadly optimistic. Nearly 90 percent of respondents reported revenue growth over the past year, a trend that is driving higher marketing investment, particularly in North America and Latin America.
AI has moved from an experimental tool to a central pillar of the marketing function, dentsu said. Nine in ten CMOs reported that AI capabilities are already reshaping their strategies, helping improve efficiency while enabling new products and services. Many now rank “redesigning marketing in the age of AI” alongside core mandates such as expanding customer bases.
Media is also emerging as the primary engine of business growth as advertising becomes increasingly algorithm-driven and commerce-enabled. With global advertising spend forecast to exceed $1 trillion in 2026, CMOs said media effectiveness is now directly tied to business performance.
To keep pace, marketers are shifting toward attention-based planning, AI-powered search and creator-led ecosystems. However, many cited concerns around transparency and limited visibility within closed technology platforms.
Entertainment partnerships are accelerating as brands seek to reach audiences through culture-driven channels. More than 90 percent of CMOs said they are increasing investment in sports, gaming and entertainment intellectual property, with Mexico, the UK and India leading on significant budget increases. Gaming partnerships are now mainstream, while anime-related IP is seeing particularly strong growth.
In the Middle East and North Africa, these trends are unfolding rapidly, dentsu said, as brands respond to younger, fragmented audiences and a fast-growing creator economy.
“Media is no longer simply an execution layer,” said Ramzy Abouchacra, Media Practice President at dentsu MENA. “It is increasingly viewed as a driver of business growth that connects culture, data and technology, with accountability for real outcomes.”
Dentsu said brands that treat media as a connected system rather than a standalone channel are best positioned to compete in an increasingly algorithmic marketplace.
