Say what you will about Super Bowl LX’s array of AI-centered and -enabled advertisements, but there’s no denying that they represent a seismic shift. The technology has officially transitioned from shiny new toy to fully commercialized business imperative, and—increasingly—it’s falling to chief marketing officers (CMOs) to figure out what that looks like for their organizations.
Technology companies are consolidating rapidly, and teams, tools, and budgets are being stripped down to prioritize the elements that actually move the business forward. In this environment, chief marketing officers (CMOs) cannot get away with focusing on surface-level brand awareness or disconnected campaigns that fail to translate into growth.
They’re being held accountable for far more than marketing strategy. In addition to driving qualified sales leads, building brand credibility in skeptical markets, and proving that marketing really does drive revenue, CMOs are now expected to lead AI adoption.
Recent research by Gartner finds that the top question CMOs are asking in 2026 is how to prioritize programs that actually drive revenue amid pressure to adapt to AI adoption. Gartner’s survey of 174 senior marketing leaders conducted in September 2025 found that “CMOs face challenges in achieving their goals,” as budgets stagnate, current AI investments fail to deliver returns, and expectations continue to rise.
In this climate of heightened scrutiny and shrinking margins for error, the role of communications has fundamentally changed. PR has become a strategic lever for helping CMOs translate complex innovation into credible, revenue-linked narratives that resonate. The best PR agencies help CMOs pressure-test their claims and consistently show, not just tell, how marketing efforts support business growth. That foundation of proof is what separates ordinary marketing from marketing that leads the conversation.
Ditch Fluff. Lead with Proof.
In 2026, CMOs will be judged by the specificity of their results. Broad statements about “innovation” and “transformation” no longer meet the expectations of prospects and analysts who value specificity. By replacing marketing fluff with clear, evidence-based storytelling, CMOs can identify what problem was solved, for whom, and the measurable outcomes achieved.
Central to this approach is putting the customer at the heart of every narrative. CMOs who elevate customer outcomes by showcasing real-world use cases and tangible ROI can create stories that resonate with customers, analysts, and the media. This starts with defining clear messaging pillars tied to an organization’s core area of expertise, then actively inserting those perspectives into relevant industry conversations through thought leadership content and timely, rapid-response commentary.
Here’s how to do it:
- Monitor shifts in customer behaviors, expectations, and search patterns, particularly those influenced by AI. This empowers communications teams to uncover meaningful growth opportunities while avoiding the trap of trend-chasing.
- Approach AI adoption with intention, defining specific outcomes and managing the organizational change required to realize full value. By framing responsible AI and practical applications strategically, CMOs can position their brands as trusted leaders, leverage PR to capture a larger share of voice in the market, and differentiate themselves from competitors.
- Make brand and performance inseparable. Effective CMOs work closely with revenue, product, and analytics teams to turn insights from collaborations into targeted PR initiatives, media placements, and executive positioning efforts that highlight measurable impact. This cross-functional approach provides a foundation on which CMOs can build thought-leadership messaging and PR campaigns that offer unique perspectives—on AI, technology, and other timely topics—and start conversations rather than respond to them.
- Rethink visibility for the LLM and GEO era. Click-through rates are no longer the performance indicator they once were. Organizations must lean into changing behaviors to ensure their brand messages reach today’s zero-click consumers through AI-generated answers replacing traditional search results. This enables CMOs and their teams to shift focus from merely getting clicks to becoming a trusted source of information that AI models cite when answering user queries.
- Become one voice. Brand personas are increasingly important in the post-internet, AI-enabled world. CMOs need to break down silos to ensure a unified voice exists across teams, channels, and PR efforts. Fragmented narratives weaken credibility and dilute influence, while cohesive global storytelling amplifies key themes and inspires confidence among potential buyers.
CMOs who combine customer-centered storytelling, strategic AI adoption, and measurable business impact will drive brand leadership, command attention in their industry, and accelerate market share growth.
What It Takes
As technology companies streamline their operations and marketing expectations continue to rise, CMOs are stepping into a fundamentally different role. In this moment of transition and uncertainty, CMOs need to serve as a beacon of confidence and credibility. This requires grounding stories in real customer outcomes and ensuring AI adoption is tied to clear business results.
Strategic PR plays a critical role here by helping CMOs translate complex innovations into narratives that build trust in the market and amplify these stories where they matter most. When PR is embedded as a strategic partner, it becomes a force multiplier, turning insight into influence to drive measurable growth. That’s how CMOs will lead the conversation in the year ahead.
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