Analysis

September 3, 2025

How the chief marketing officer role is changing with AI

CMOs are now responsible for embedding AI in marketing strategy, while helping employees use the tech in their day-to-day jobs


Naomi Walkland, chief marketing officer of Motorway, says the CMO role in the future will be like an “AI conductor."

Ask any chief marketing officer what’s keeping them up at night, and they might tell you adapting to the pace of change brought about by AI is tricky.

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Sarah Kiefer, head of marketing at Supernormal
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Miriam Partington

Miriam Partington was a senior reporter at Sifted, based in Berlin. She covered the DACH region and the future of work, and wrote Startup Life , a weekly newsletter on what it takes to build a startup.

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