Four shifts redefining the CMO's stack

CMOs are building model stacks

Marketing leaders are increasingly routing work to the model best suited for each task. Claude is preferred for strategy and long-form writing (44%), ChatGPT for content and copy (29%), Gemini for Google ecosystem workflows (22%), and Copilot for Microsoft enterprise tasks (12%). 

LLMs are reshaping discovery

When CMOs size up a new tool, an LLM is now the second place they go, ahead of Google and behind only other people. Brands have to worry about more than where they rank in search. What counts now is how credibly they show up in AI-generated answers.

Systems are replacing prompts

22% of CMOs now start vendor research in an answer engine, ahead of Google or another search engine (16%) and behind only peer recommendations (49%). As one respondent put it, brands now have to worry about more than where they rank in search. What counts is how credibly they show up in AI-generated answers.

AI is becoming a requirement

90% of CMOs use LLMs daily, and 85% say their usage has climbed in the past 6-12 months. AI is reshaping organizations as well as workflows. 28% say AI fluency is now a hiring requirement, while 32% expect AI to reshape team structures or reduce marketing headcount.

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