From Campaigns to Business Value: How AI Will Transform Marketing?

Serhat Gurcu, Co-founder Ceo ADIN.AI

I always value Boston Consulting Group (BCG) studies because they bring real experts into the process, and the findings make sense in real life.

Their new study published on 7 November 2025, “From Campaigns to Business Value: How AI Will Transform Marketing”, was prepared together with C level marketing leaders. And the results match what we see every day at Adin. Almost one to one.

So I wanted to share the key points with you.

🌀 1. CMOs feel disconnected from the rest of the C suite

Here is the gap:

→ CEOs, CFOs and CTOs talk about AI in terms of enterprise value and growth → CMOs talk about campaign performance and brand impact

Same technology, different altitude.

This also creates a clear opportunity: Marketing x AI = Growth and Company value

When the CMO shifts to this language and frames AI as a growth and enterprise value engine the role becomes far more strategic inside the company.

🌀 2. AI has less impact in tasks that need human judgement

The study makes a sharp separation.

On the media side, AI will take over the most data heavy and repeatable work: → Media planning → Optimization → Buying → Measurement

On the creative side, the strongest use cases are: → Personalization → Adaptation → Content hygiene and scaled production

But idea creation, the emotional core of a brand, and big concepts still depend on human judgement.

So AI will not take every job. But it will take the jobs that scale.

🌀 3. Shift from agencies to technology

This is one of the strongest signals in the study.

Marketing accountability is moving.

→ In house teams are gaining power → Technology platforms are rising fast → Agencies are losing share in both media and creative work

In fact, in house media structures reached almost sixty percent in 2025.

And the C suite expects AI to bring: → More transparency → More control → Real time visibility on spend and performance

This drives two changes at the same time: In house teams grow and the agency model transforms.

🌀 4. What CMOs expect from agencies now

Expectations are very clear.

From media agencies: → Scaled AI adoption → Full data transparency → Clear efficiency and savings

From creative agencies: → Training their teams on AI → Attracting new generation talent → Using AI to improve the creative process, not only as a tool

In short: “We do not want to see AI in your slides. We want to see AI in your results.”

🧿 Summary: a new mindset for CMOs

Everything comes down to one message:

CMOs are expected to move from a brand and campaign mindset to a growth and company value mindset.

And the good news is simple: AI is ready to put CMOs in that leadership position. The moment they shift the language from “campaign optimisation” to “growth”, the entire C suite aligns.

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