In an era where technology can predict behaviour, automate tasks, and personalise experiences at scale, something profound becomes clear: intelligence alone is no longer enough.
Today’s competitive advantage lies in awareness, not just of data, but of humans. Not just of signals, but of souls.
This is the era of the Conscious CMO a marketer who blends technological mastery with deep human insight, empathy, and intention.
Why Awareness Matters Now More Than Ever
Customers have expectations that extend far beyond product features. According to Salesforce research from the State of the Connected Customer report, about 80% of customers say the experience a company provides matters as much as its products and services. And increasingly, those experiences must be connected, personalised, and emotionally intelligent not just transactional.
At the same time, marketers are investing more in AI and data strategies than ever. Salesforce’s State of Marketing research shows that building unified data strategies and delivering personalised engagement at scale are top priorities for nearly 5,000 marketers worldwide.
These trends reflect a deeper truth:
- Customers don’t just want products, they want understanding.
- They don’t just want relevant messages, they want connection.
- And they don’t just want efficiency, they want meaning.
From Intelligence to Intention
Artificial intelligence, from generative models to agentic systems, gives organisations the power to act with speed and precision. This is visible in how companies use AI to refine customer journeys and orchestrate experiences across channels.
But here’s the critical insight: AI amplifies what humans already prioritise.
If we lead with algorithms and ignore empathy, we end up with automation that feels hollow. If we lead with awareness and integrate AI thoughtfully, we create experiences that feel human, because they are.
This is exactly what conscious marketing leadership requires: not only leveraging data and AI, but doing so in a way that elevates human insight and brings emotional intelligence to the centre of strategy.
Conscious Leadership Drives Sustainable Growth
Conscious CMOs don’t just optimise for clicks and conversions; they optimise for trust and loyalty.
Consider this, modern consumers are more aware of how companies use their data, and ethical use of technology directly affects trust. For example, concerns about AI ethics and data misuse remain high, with a significant share of customers underlining the importance of trust, transparency, and human oversight in AI interactions.
Trust is not a “soft metric” it is a business imperative. Brands that cultivate emotional resonance see better retention, deeper loyalty, and stronger brand equity.
This is where awareness transforms into advantage, because an empathetic, conscious brand isn’t just liked, it’s chosen.
How Salesforce Embodies Conscious Marketing
At Salesforce, we’ve seen first-hand how this mix of technological innovation and human awareness works in practice. Our commitment to Trusted AI isn’t about replacing humans, it’s about empowering them. Salesforce technology gives marketers time back from routine tasks so they can focus on strategic storytelling and relationship building.
This aligns with how top performance teams behave: those that invest in unified data strategies and real-time insights better connect with customers, not merely reach them. AI has become a true partner, not a replacement, enabling CMOs to move from reactive execution to purpose-driven direction.
What the Conscious CMO Looks Like in Practice
A Conscious CMO doesn’t just use AI, they use AI to serve people. They:
🌟 Translate data into emotional insight
🌟 Lead with empathy, not ego
🌟 Build experiences that honour both privacy and personalisation
🌟 Champion ethical use of technology
🌟 Enable teams to focus on strategy, creativity, and connection
This type of leadership doesn’t just yield short-term wins, it shapes long-term relevance.
Discover more
- State of Marketing Report, 10th Edition
- Watch the Marketing Cloud Demo
- Dive deeper with the Spotlight Podcast
