Hastimal Jangid
Published content
expert panel
Not long ago, creating polished marketing imagery often required professional photo shoots, extensive design work and multiple rounds of revisions. Today, generative AI allows brands to produce sophisticated visuals faster and more affordably than ever. The shift is already well underway: A January 2026 Interactive Advertising Bureau survey found that 83% of U.S. advertising executives said their companies had already deployed AI in the creative process.But creating more eye-catching content doesn’t guarantee that anyone will remember the brand it came from.In a global analysis of more than 12,000 brand assets, Ipsos awarded only 15% “gold status,” meaning the assets, in isolation, were instantly and uniquely associated with the correct brand. If even established brand creative rarely achieves that level of recognition, it’s clear that professional-looking content isn’t the same thing as distinctive content that signals a brand in a unique, fast, intuitive way. And the stakes are significant: Ipsos found that brands with an extended portfolio of strong assets are 31% more likely to be considered by consumers and 38% more likely to be chosen.CMOs now face a creative challenge that technology alone can’t resolve: producing impactful visual content that feels unmistakably connected to a brand while taking advantage of AI’s expanding capabilities, cost savings and productivity boosts. Below, members of the Senior Executive CMO Think Tank share insights on what makes visual content not only professional and memorable but unmistakably a brand’s own, as well as how to apply those principles as AI reshapes the creative process.
expert panel
For marketers, reach, engagement and clicks have long been useful measures of social media success. But those numbers don’t always show how people use social media to form opinions or decide what to buy—and that gap matters more as social becomes a primary place where consumers discover brands. In fact, research reported by eMarketer found that social media is the top product discovery channel for 73% of Gen-Z consumers and 67% of millennials.That growing influence is unfolding alongside a digital content credibility problem. A recent Gartner survey found that 35% of U.S. consumers rely less on influencers for product information due to AI use, while 57% of U.S. consumers say AI-generated marketing material has made them less trusting of brand messaging. When reach is easy to buy but trust is hard to earn, even a campaign that looks successful on paper may not deliver the results marketers expect. For CMOs, that raises important questions about where to invest, which metrics matter and whether established social media strategies are keeping pace with changing audience behavior.The challenge isn’t simply identifying the next big platform or trend. It’s recognizing the less obvious changes that could have a significant impact on marketing performance. Below, members of the Senior Executive CMO Think Tank, a curated group of experts in brand storytelling, digital advertising, customer engagement and emerging marketing technologies, highlight overlooked social media shifts that deserve executive attention and share practical guidance for responding.
expert panel
A buyer can want what you’re selling and still be reluctant to complete the purchase. Most marketing is designed to increase desire—sharper benefits, better stories, more appealing visuals—but desire doesn’t cancel out fear. That challenge is especially acute for marketers in the B2B industry. The more substantial the purchase, the easier it is for business buyers to picture the costs of getting it wrong: wasted budget, a failed rollout, a hit to their own credibility. And B2B marketers usually have more than one person to win over: Forrester’s 2026 research involving nearly 18,000 business buyers found that an average of 13 internal stakeholders and nine external participants influence purchasing decisions. Buyers also want evidence before they commit: More than 60% reported buying some form of trial first.The issue extends to consumers, too. Research reported by Forbes found that while 86% of business leaders believe customers trust their brands to keep promises, only 44% of consumers say they mostly or completely trust brands. That disconnect suggests marketers may be overestimating how much confidence their messaging actually inspires.For CMOs, this raises an important question: What if the biggest obstacle to a sale isn’t a lack of interest but concern about making the wrong choice? Below, members of the Senior Executive CMO Think Tank draw on their experience in brand strategy, marketing and customer engagement to explore how companies can bridge the gap between buyer interest and a willingness to commit.
expert panel
A brand’s most compelling stories may be the ones it didn’t create. Customers are increasingly connecting with brands not just through the products they buy but also through the interests, experiences and passions they share—a shift that’s making participation and belonging central to brand fandom. As customer- and fan-created content moves from social media into brand-owned experiences, marketers have an opportunity to turn those shared connections into deeper, more lasting relationships.That enthusiasm has real marketing value, particularly when it comes from people speaking in their own voices. Research suggests consumers perceive user-generated content as more authentic and trustworthy than brand-created messaging, giving it a persuasive quality traditional promotions can struggle to match. But when brands bring those voices into spaces they control, too much corporate influence can undermine the authenticity that makes fan contributions valuable in the first place.So how can marketing teams build meaningful opportunities for co-creation without making contributors feel like extensions of the advertising department? Below, members of the Senior Executive CMO Think Tank share how marketers can make room for communities to shape the brand experience without turning participation into just another marketing campaign.
expert panel
AI can generate dozens of campaign ideas in seconds. But knowing which are worth pursuing—and investing in—takes more than machine speed. With AI use in marketing at U.S. companies more than doubling in just two years, the distinction between using the technology and using it well is becoming increasingly important.That shift may also change who on a marketing team is best positioned to contribute. Marketers who lack AI fluency risk falling behind, while those who rely too heavily on the technology may never develop the customer insight, creative instincts and critical thinking needed to judge what it produces. The 2025 AMA Marketing Skills Report, based on a survey of more than 1,200 marketers, reflects this balance: Respondents ranked generative AI as the top future skill, yet the report emphasizes that human skills such as communication, innovation and adaptability remain essential. The consequences of falling behind on AI—or failing to focus on fundamental human skills—can extend beyond individual skill gaps and lead to ineffective campaigns, misguided investments and messaging that erodes customer trust. Below, members of the Senior Executive CMO Think Tank draw on their marketing expertise and leadership experience to share practical strategies for developing AI-fluent marketers who can think independently, exercise sound judgment and uphold the standards that protect their brands.
