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

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