TLDR: A recent IBM CMO Study 2025 indicates that only 26% of Indian Chief Marketing Officers (CMOs) have established responsible AI guidelines, despite a growing belief in AI’s potential. The study highlights a critical ‘skills paradox,’ with only 26% of CMOs feeling they possess the necessary talent for AI integration, and a vast amount of enterprise data remaining untapped for generative AI initiatives.
New Delhi, India – A comprehensive study by the IBM Institute for Business Value (IBV), the ‘IBM CMO Study 2025,’ reveals a significant disparity in the adoption of responsible Artificial Intelligence (AI) guidelines among Indian Chief Marketing Officers (CMOs). The report, released on July 9, 2025, indicates that a mere 26% of Indian CMOs have implemented responsible AI frameworks to ensure fairness, transparency, and accountability in automated decision-making processes.
The study underscores the increasing pressure on marketing leaders in India to drive profitability and revenue growth, alongside navigating the complexities of AI integration, talent development, and data utilization. Indian CMOs are increasingly accountable for profitability (63%, closely mirroring the global figure of 64%) and directly responsible for revenue growth (53%), signifying an expansion of their traditional roles.
Despite these evolving responsibilities, a notable ‘Responsible AI Gap’ persists. While 44% of CMOs believe their function is prepared to integrate Agentic AI, only 26% have the necessary guidelines in place. This gap is further exacerbated by a ‘Skills Paradox’: only 26% of Indian CMOs believe they have the required talent to achieve their AI goals over the next two years, and a mere 23% have prepared their teams for the cultural and operational shifts that AI agents are expected to introduce.
Key strategic priorities for Indian CMOs include customer experience (41%), scalability of service delivery (37%), technology modernization (37%), marketing and sales effectiveness (34%), and business model innovation (32%). However, the study points to critical execution gaps in these areas, particularly concerning responsible AI, talent readiness, and data utilization.
Another significant finding is the ‘Untapped Data’ challenge; although 63% of Indian CMOs acknowledge that the value of generative AI lies in proprietary data, only 1% of enterprise data is currently being leveraged. Furthermore, cross-functional silos remain a hurdle, with only one-third of organizations possessing a unified view of the customer journey. CMOs estimate that fully aligning marketing, sales, and operations could unlock up to a 20% increase in revenue.
Indian CMOs are also demonstrating a strong focus on ecosystem building, with 62% prioritizing partnerships, significantly higher than the global average of 47%.
Also Read:
- Indian CMOs Face Profitability Mandate Amidst AI and Talent Gaps: IBM Study Reveals
- Agentic AI Revolutionizes Indian Brands: A Leap Towards Global Dominance Beyond D2C
Tuhina Pandey, Director, APAC Communications & Marketing, India and South Asia, IBM, commented on the findings, stating, ‘As AI radically transforms how businesses engage, operate, and grow, Indian CMOs are uniquely positioned to lead this shift by harnessing AI responsibly. While the potential of AI is clear, what’s needed now is a bold new playbook, one powered by trusted data, skilled talent, cultural reset, and AI augmentation.’
