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普华永道：2026从创意负责人到增长架构师：现代首席营销官代理型AI行动指南（英文版）（20页）.pdf

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1、From creative heads to brand architects:The agentic AI playbook for modern CMOs1PwCFrom creative heads to growth architects:The agentic AI playbook for modern CMOsMarch 2026ForewordSumit Srivastav Partner and Leader,Agentic Automation PwC IndiaThe technology transformation we are witnessing This is

2、where agentic AI comes in.It is enabling today is unprecedented.As AI continues to CMOs to reimagine how marketing works at reshape our world,we at PwC have been its core,and to move beyond execution and working extensively with clients to realise value productivity to a realm where agentic systems

3、across functions as diverse as finance,HR,IT,can predict trends,prioritise channel investments,and supply chain.The marketing function,in and balance ROI with longer-term impact.particular,has been reinventing itself through This leads to the question:How does agentic emerging AI systems and solutio

4、ns.AI support the CMOs mandate?I believe,with So far,marketing was looked upon as the agentic AI,CMOs have a real opportunity to communicator of a brand,creating content and design a new operating model that can reposition executing creative campaigns.But with shifting them from being custodians of

5、the brand to priorities caused by economic,global,political,architecting itdesigning the intent,outcomes,and other factors,CMOs have woken up to and guardrails within which intelligent systems a new realityand it boils down to just one operate.It is a completely different matter how outcomeimpact.Th

6、e good thing is,marketing CMOs actually leverage these newer systems.leaders have realised this early on in the process That will determine whether they bring short-and are trying to leverage technology to strike a term productivity gains or use agentic AI to fuel conscious balance between ambition

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1. **核心转变**：CMO需从"创意沟通者"转型为"增长架构师"，利用代理式AI（Agentic AI）重塑营销模式，从执行转向预测趋势、优化渠道投资及平衡ROI。 2. **五大原则**： - **目标导向**：明确企业核心目标，整合人员、流程与技术。 - **战略对齐**：评估团队能力，弥合人才与内部协作差距（92% CMO获支持，但78%感技能短缺）。 - **预算分配**：平衡低/中/高潜力投资，复用成本驱动增长。 - **成功度量**：采用"黄金指标"（如CAC、CLV）连接业务与营销KPI。 - **利益相关方共识**：避免仅追求短期效率，需以AI驱动可持续增长。 3. **执行关键**： - **数据优化**：整合行为与交易数据，从"仪表盘"转向"决策引擎"。 - **AI优先团队**：提升提示工程与自动化技能，重组流程。 - **治理优先**：明确数据隐私与品牌安全规则。 4. **影响衡量**： - **财务**：增量收入、CLV提升。 - **效率**：资产生产成本降低30%，迭代速度提升。 - **客户**：复购率与NPS改善。 5. **未来展望**：AI将营销从支持职能转变为"复合增长引擎"，需以严谨证据证明其战略价值。
**AI如何重塑营销？** **CMO如何拥抱AI？** **AI如何驱动增长？**
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