The Future CMO

Marketing in the Age of AI

Author

Beth Chapman
February 19, 2025

I don’t have a crystal ball to see into the future. AI is moving faster than we can imagine and affecting all facets of life. But I do have some hunches about what will and won't change in marketing, and how teams should adjust.

Recently, I worked with an early-stage VC whose big bet is that the next generation of billion-dollar companies will be built by two-person teams, powered by AI. They believe lean, highly skilled operators leveraging AI tools will outperform large, bloated teams.

This insight stuck with me—embracing AI and becoming knowledgeable in it will distinguish successful marketers and founders, from those who get left behind.

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Ultimately, you’ll need operators to manage the ship, but leadership must navigate the waters.

Let’s first discuss team structure:

My first bet is that companies will increasingly adopt a 'fractional' marketing machine model—specialist freelancers, part-time experts, and AI tools working seamlessly together. Yes, I may be biased as a fractional CMO myself, but this shift makes undeniable business sense for founders and investors alike. Leaner models mean greater profitability with less overhead, and happier, more productive teams who can thrive without daily commutes and internal politics. Rising employment costs and the demand for hybrid/remote work will only accelerate this trend. This flexible model will help brands scale efficiently, focusing resources on growth rather than infrastructure.

So, what does AI mean for the Future CMO?

As automation streamlines repetitive tasks, companies will rely less on junior roles and more on seasoned professionals who can leverage AI for strategic performance gains. Middle management will shift from task supervision to driving innovation and strategy, while CMOs gain the bandwidth to focus on high-impact initiatives, brand evolution, and long-term growth.

But, before we get carried away, let’s not forget…

AI disruption in marketing is not a new idea.

Arguably, marketing was one of the first sectors to be disrupted by AI—SaaS platforms and 'marketecture' have led the way in automation for years through tools like HubSpot, Google Ads, Shopify and Salesforce.

So, what’s the key difference now and why are we all freaking out so much? Well, AI is no longer just automating tasks; it's making strategic recommendations, generating creative content, and offering deep consumer insights at a scale humans simply can’t match.

What AI Will Transform in Marketing

CHANNEL

PR

AI’S ROLE

Monitoring media coverage, analysing sentiment, drafting releases, outreach to journalists.

HUMAN ROLE

Building relationships with journalists, crisis management. Using the tool.

Affiliate Marketing

Automating partner tracking, commission management.

Managing partnerships, developing strategies.

Paid Ads

Automates bidding, targeting, and optimisation.

Oversees strategy, creative direction, and campaign alignment.

Email Marketing

Personalises sequences, optimises send times, and improves segmentation.

Crafts messaging, designs campaigns, and analyses results.

SEO

Handles keyword research, content suggestions, and performance analysis.

Develops SEO strategies, co-creates content, and refines technical elements.

Content Marketing

Assists with ideation, SEO, and content scaling.

Co-writes, edits, and ensures brand consistency.

Social Media

Manages scheduling and engagement tracking.

Engages with audiences, develops social strategies.

Influencer Partnerships

Identifies collaborators and tracks ROI.

Builds relationships, negotiates partnerships, and manages campaigns.

The Intersection of Brand and Growth 

Brand building still thrives on creativity, emotion, and human instinct—no AI can replicate that, at least not for the next five years…and let's be honest, when AI finally does figure out creativity, it will probably just ask a human for feedback anyway.

So, the future of marketing lies in blending a human touch with AI’s precision. The line between 'Growth' and 'Brand' is vanishing, with CMOs and CGOs expected to command both.

Yes, AI will drive data and performance, but the soul of a brand—its story, vision, and connection—will always need a human heart.

As always, interested in your thoughts.

Stay Bold, Stay Brilliant

Building a business is hard, but you don’t have to go it alone. Need help making bold moves? Let’s chat. Forward this to someone who needs a little inspiration, or drop me a line—I’m here to help.

Let’s make moves,
Beth

  • Connect with me on LinkedIn.

  • Check out my Fractional CMO service here.

  • Got questions or a topic you’d love me to cover? Email me at [email protected]

Disclaimer: I share advice from my own experience. Every business is unique, so tailor these ideas to fit your needs.