Global CMO Growth Council Official Position:
Generative AI
A Unique Moment.
A Unique Responsibility.
Bringing the marketing industry together to establish a foundation for the responsible use of Generative AI to drive business growth and good around the world.
This accord articulates the position of the Global CMO Growth Council on GenAI. It specifically relates to the interests of marketers and their consumers. It provides guidance on an ideal state of adoption at various levels of GenAI marketing maturity and will help ensure AI-based initiatives create value without unintended consequences that may be harmful to any of their constituents.
The Growth Council position aggregates feedback from close to over 250 CMOs and the ANA Board of Directors and will continue to develop as the technologies evolve.
“CMOs are the primary brand stewards for their organizations and the people they serve. Any decision a CMO makes related to generative AI carries the potential for a uniquely multifaceted impact on their company, throughout the extensive marketing supply chain, and ultimately on their consumers, and society.”
NICK PRIMOLA
Group EVP, ANA Global CMO Growth Council
A FRAMEWORK FOR MARKETING DECISIONS
Empowering CMOs
to navigate the complexities of Generative AI.
As leaders of brands, we owe it to our companies and the consumers we serve to adopt AI principles that reflect the values of our brands and society.
As we integrate generative AI technology into our business practices, we will be guided by a set of principles that fosters innovation and promotes accountability.
"The ability to harness AI will allow us to be higher performing humans, so do not fear it, get started. I believe the potential we can realize with it will only be limited by our imaginations and our ability to ask really good questions.”
TAMARA ROGERS
Global Chief Marketing Officer
The input we received from over 250 CMOs is intended to guide the industry in key aspects of the responsible use of GenAI in three ways.
ACCELERATE
Significantly accelerate progress for the responsible adoption of technological innovation as it evolves – in ways that create value between brands and consumers.
CREATE
Elevate marketing's impact by using GenerativeAI to enhance customer brand experiences through the creation of unprecedented brand engagements.
MITIGATE
Protect against pitfalls while contributing to long-term business growth by actively identifying and mitigating threats and unintended adverse outcomes.
Applications for the AI Position Across the Industry Growth Agenda
"Generative AI is poised to transform the marketing landscape with its promise of delivering unprecedented efficiencies in our work processes, fueling creativity and enabling customization at scale anchored in a strong, consistent brand voice. It has the potential to streamline ideation, elevate ideas and accelerate the path to performance. I urge marketers to embrace this revolutionary technology, explore its vast possibilities and unlock the future of marketing.”
MAGGIE BURKE
Global Director of Client Councils
and Industry Initiatives
GenAI Across the ANA Global CMO Growth Council
Our focus is on achieving specific outcomes that CMOs from around the world have committed to, over the past six years. The industry’s most important community of leaders have worked collectively to advance a growth agenda that will help all CMOs drive business growth and societal good across four key priorities:
