1、1 2025 Nielsen Consumer LLC.All rights reserved.2 2025 Nielsen Consumer LLC.All rights reserved.Weve recently had an incredible opportunity to speak directly with chief marketing officers(CMOs)across industries about the challenges shaping their world.What struck me most is how universal these chall

2、enges arewhether its navigating fragmented data,proving return on investment(ROI)under tighter budgets,or integrating artificial intelligence(AI)in ways that deliver real business value.Despite the complexities,one theme stood out:resilience.CMOs are drawing on creativity and business acumen to solv

3、e problems that have no easy answers.Theyre balancing short-term performance with long-term brand building,finding clarity in a sea of data,and leading their organizations through disruption with confidence and purpose.This years CMO Outlook:Guide to 2026 reflects those conversations and the survey

4、feedback from other senior marketing leaders across the globe.It offers insights into the contradictions theyre grappling with and provides actionable strategies to turn these challenges into opportunities.As you read,I hope you find inspiration and practical guidance to help you lead with confidenc

5、e in the year ahead.A welcome from Marta Cyhan-BowlesMarta Cyhan-BowlesChief Communications Officer&Head of Global Marketing COE,NIQ3 2025 Nielsen Consumer LLC.All rights reserved.Click on the contents to navigate When brand value meets growth pressure 07 The insights imperative 10 From buzzword to

6、business value:AI and its marketing mandate 23Charting the course ahead 28The ROI reckoning 16The crossroads 04Table of Contents1234564 2025 Nielsen Consumer LLC.All rights reserved.1The crossroadsIf the last decade has been defined by disruption,2025 has only deepened the trend.CMOs are contending