Dentsu CMO Navigator 2026: CMOs harness AI and media for growth

MUMBAI: In a rapidly changing marketing landscape, global CMOs are rewriting the rules of growth. Dentsu has unveiled its CMO Navigator – Media Edition 2026, highlighting how top marketing leaders are adapting to technology, shifting consumer behaviour, and the rise of algorithmic media.

Dentsu identifies a new breed of “Perceptive CMOs” – 17 per cent of global leaders whose outlooks align most closely with consumers. These trailblazers outperform peers in revenue, innovation, and transformation readiness. They adopt AI early, invest in emerging media ecosystems, and are most likely to work for organisations enjoying double-digit growth.

Despite widespread consumer caution, 90 per cent of CMOs report revenue growth over the past year. Buoyed by this momentum, marketing budgets are on the rise, particularly in North America and Latin America.

Redesigning marketing in the age of AI is now a core CMO responsibility, alongside customer satisfaction and growth. Nine in ten leaders say AI is already reshaping strategy, from efficiency gains to creating entirely new offerings.

Global advertising spend is set to surpass $1 trillion in 2026, and CMOs agree that media is no longer just a channel – it is a growth engine. Leaders are leveraging AI-driven planning, shoppable content, and creator-led ecosystems, though concerns remain about transparency and closed platforms.

CMOs are boosting investment in sports, gaming, and entertainment IP to reach audiences at cultural touchpoints. Mexico, the UK, and India are leading the way, with 91 per cent of CMOs increasing spend in these areas. Anime and gaming are now mainstream, with less than 10 per cent of leaders not pursuing gaming strategies.

Dentsu’s Media++ approach positions media as the flywheel driving integrated solutions across creative, CXM, data, and technology. By embedding transparency, agility, and intelligence into every impression, brands can turn attention into measurable growth.

“CMOs are navigating the most dynamic marketing environment ever, leaning into change rather than resisting it,” said Dentsu global practice president media Will Swayne. Dentsu creative & media brands South Asia CEO Amit Wadhwa, added that staying close to consumer expectations and applying AI with intent separates the leaders from the rest.

For marketers seeking a blueprint to thrive in an algorithmic world, the CMO Navigator – Media Edition 2026 offers insights into where to invest and how to turn intelligence into action.