{"id":74084,"date":"2026-06-24T13:00:00","date_gmt":"2026-06-24T12:00:00","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=74084"},"modified":"2026-06-24T09:19:19","modified_gmt":"2026-06-24T08:19:19","slug":"cmo-research-ai-agents","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/uk\/news\/stories\/cmo-research-ai-agents\/","title":{"rendered":"The A-Shaped CMO: Why 77% of Marketing Leaders Are Redesigning Departments for AI Agents"},"content":{"rendered":"\n<p class=\"has-text-align-center\"><em>New research across the UK and Ireland finds 77% of CMOs expect AI agents to require a fundamental redesign of their teams, and a new leadership framework is here to help.<\/em><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p>Today, Salesforce is publishing the A-shaped CMO, a new leadership framework designed to help chief marketing officers lead in a world where people and AI agents increasingly work side by side. The framework is grounded in new research surveying <a href=\"https:\/\/report.thedrum.com\/salesforce-a-shaped-cmo?utm_campign=a-shaped-cmo&amp;utm_medium=newsroom&amp;utm_source=newsroom\" target=\"_blank\" rel=\"noreferrer noopener\">100 B2B and B2C CMOs<\/a> across mid-market and enterprise organisations in the UK and Ireland, conducted by Salesforce and The Drum.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-why-it-matters\"><strong>Why it matters<\/strong><\/h4>\n\n\n\n<p>New Salesforce UKI research reveals the scale of the challenge, and the opportunity, facing marketing leaders right now:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>77% of CMOs expect AI agents to require a fundamental redesign of the marketing department<\/li>\n\n\n\n<li>81% believe agentic AI will shift teams towards higher-value strategic and creative work<\/li>\n\n\n\n<li>85% expect it to give marketing leaders more time to focus on brand innovation and market expansion<\/li>\n\n\n\n<li>Just 13% say agentic AI has been fully implemented across their organisation<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-the-intentionality-paradox\"><strong>The \u2018Intentionality Paradox\u2019<\/strong><\/h4>\n\n\n\n<p>The research uncovers a striking contradiction at the heart of marketing leadership today. While 81% of CMOs say they feel fully equipped to lead a hybrid workforce of humans and AI agents, one in four (25%) have never actually used agentic AI themselves. and only 13% report it has been successfully implemented across their wider organisation.<\/p>\n\n\n\n<p>This gap between confidence and execution is driving real anxiety:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>The Complexity Block:<\/strong> More than half of CMOs (53%) say the sheer complexity of implementing agentic AI currently outweighs the commercial and operational benefits.<\/li>\n\n\n\n<li><strong>The Risk Factor: <\/strong>Because marketing is a highly visible, customer-facing function, 69% of leaders agree that managing the risk of AI hallucinations makes deployment more complex than in back-office functions.<\/li>\n\n\n\n<li><strong>The Role Redundancy Fear: <\/strong>Half of CMOs (51%) fear agentic AI will make core aspects of their teams\u2019 roles redundant.<\/li>\n<\/ul>\n\n\n\n<p>Marketing departments are navigating this transformation under intense pressure from the wider C-suite. 51% of CMOs say their CEO has unrealistically high expectations for AI in marketing. CEOs&nbsp; overestimate how quickly the technology can be integrated (40%) and are pushing for AI-led results before teams have had time to build the right skills&nbsp; (40%).<\/p>\n\n\n\n<p>This pressure is exacerbated by a stark perception gap. <a href=\"https:\/\/www.gartner.com\/en\/articles\/how-to-narrow-your-c-suites-ai-skills-gap\" target=\"_blank\" rel=\"noreferrer noopener\">Gartner data highlighted in the study<\/a> reveals a credibility crisis: only 15% of CEOs view their CMO as AI-savvy, compared to over 40% for CIOs and CDOs. Over the next 24 months, 74% of CMOs plan to pull a significant portion of traditional agency and internal headcount budgets to fund AI infrastructure and licensing.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-enter-the-a-shaped-cmo\"><strong>Enter the \u2018A-Shaped\u2019 CMO<\/strong><\/h4>\n\n\n\n<p>To bridge the gap between strategic intent and operational reality, Salesforce is introducing the <a href=\"https:\/\/report.thedrum.com\/salesforce-a-shaped-cmo?utm_campign=a-shaped-cmo&amp;utm_medium=pr&amp;utm_source=press-release\">A-<\/a><a href=\"https:\/\/report.thedrum.com\/salesforce-a-shaped-cmo?utm_campign=a-shaped-cmo&amp;utm_medium=pr&amp;utm_source=press-release\" target=\"_blank\" rel=\"noreferrer noopener\">s<\/a><a href=\"https:\/\/report.thedrum.com\/salesforce-a-shaped-cmo?utm_campign=a-shaped-cmo&amp;utm_medium=pr&amp;utm_source=press-release\">haped CMO<\/a> &#8211; a new leadership framework for a world where people and AI agents work side by side.<\/p>\n\n\n\n<p>The framework moves beyond the traditional brand-versus-demand divide, unifying three distinct capabilities:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>The Left Pillar: <\/strong>The &#8220;science&#8221; of growth &#8211; technical funnel mastery, data-driven strategy, and analytics.<\/li>\n\n\n\n<li><strong>The Right Pillar:<\/strong> The &#8220;heart&#8221; of the brand &#8211; emotional storytelling, creativity, and building trust.<\/li>\n\n\n\n<li><strong>The Crossbar: <\/strong>The operational excellence and agentic AI orchestration required to connect both sides and lead a hybrid workforce of humans and AI agents.<\/li>\n<\/ul>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>The AI era needs an A-shaped CMO: a leader who can unite creative instinct and data-led growth with the operational intelligence to direct people, platforms, and AI agents as one team.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">Jo Pettifer, Vice President, Field Marketing UKI at Salesforce<\/p>\n<\/blockquote>\n\n\n\n<p>Today, just 30% of CMOs describe themselves as actively operating at this intersection. The remaining 70% are stuck in operational silos, either chasing pure storytelling (25%), pure measurement (25%), or isolated technical experimentation (20%).<\/p>\n\n\n\n<p>Marketing priorities are already shifting: 79% of CMOs expect AI and digital skills to grow in importance by 2027, ahead of leadership skills (75%) and core marketing capabilities (59%).<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-what-they-re-saying\"><strong>What They\u2019re Saying<\/strong><\/h4>\n\n\n\n<p>&#8220;The perception that CMOs are a barrier to AI success is not only wrong, it is deeply unfair. Marketing leaders are not resisting transformation; they are the ones confronting the reality of what it takes to make AI work in a customer-facing function, where bad data, weak governance, or inaccurate outputs can damage trust in an instant. That is why the old brand-versus-demand model no longer works. The AI era needs an A-shaped CMO: a leader who can unite creative instinct and data-led growth with the operational intelligence to direct people, platforms, and AI agents as one team. Without that third capability, AI will remain a collection of tools rather than a driver of real business growth.\u201d &#8211; Jo Pettifer, Vice President, Field Marketing UKI at Salesforce<\/p>\n\n\n\n<p>&#8220;The A-shaped CMO is a useful way to frame the modern marketing leader because it brings together data and performance, creative brand storytelling and the operational \u2018crossbar\u2019 needed to run hybrid, AI-enabled teams. For me, that balance matters: we win trust and grow by combining rigorous insight with human stories that make our products and purpose feel real.&#8221; &#8211; Becky Moffat, CMO at HSBC<\/p>\n\n\n\n<aside class=\"more-from-block more-from-block--2 alignfull wp-block-newsroom-moreontopic\">\n\t<div class=\"more-from-block__content\">\n\t\t\t\t\t<h4 class=\"more-from-block__title\">Related<\/h4>\n\t\t\n\t\t<div class=\"more-from-block__cards more-from-block__cards--2\"\n\t\t\t\t>\n\t\t\t\n\n<article\t\t\tdata-card-id=\"74122\"\n\t\tclass=\"content-card content-card--large-inline is-entire-area-clickable content-card--is-boxed\"\n\t\t\tdata-clickable-area-link=\"https:\/\/www.salesforce.com\/uk\/news\/linked-content\/beyond-pristine-island-navigating-the-agentic-era-from-an-architects-mindset\/\"\n\t>\n\t\t\t<div class=\"content-card__image-container\" itemprop=\"image\" itemscope itemtype=\"https:\/\/schema.org\/ImageObject\">\n\t\t\t<img width=\"1024\" height=\"576\" src=\"https:\/\/www.salesforce.com\/uk\/news\/wp-content\/uploads\/sites\/5\/2022\/10\/ResourceCard_1280x720.png?w=1024\" class=\"content-card__image\" alt=\"\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" loading=\"lazy\" decoding=\"async\" srcset=\"https:\/\/www.salesforce.com\/uk\/news\/wp-content\/uploads\/sites\/5\/2022\/10\/ResourceCard_1280x720.png 1280w, https:\/\/www.salesforce.com\/uk\/news\/wp-content\/uploads\/sites\/5\/2022\/10\/ResourceCard_1280x720.png?w=300&amp;h=169 300w, https:\/\/www.salesforce.com\/uk\/news\/wp-content\/uploads\/sites\/5\/2022\/10\/ResourceCard_1280x720.png?w=768&amp;h=432 768w, https:\/\/www.salesforce.com\/uk\/news\/wp-content\/uploads\/sites\/5\/2022\/10\/ResourceCard_1280x720.png?w=1024&amp;h=576 1024w, https:\/\/www.salesforce.com\/uk\/news\/wp-content\/uploads\/sites\/5\/2022\/10\/ResourceCard_1280x720.png?w=264&amp;h=149 264w, https:\/\/www.salesforce.com\/uk\/news\/wp-content\/uploads\/sites\/5\/2022\/10\/ResourceCard_1280x720.png?w=500&amp;h=281 500w, https:\/\/www.salesforce.com\/uk\/news\/wp-content\/uploads\/sites\/5\/2022\/10\/ResourceCard_1280x720.png?w=678&amp;h=381 678w, https:\/\/www.salesforce.com\/uk\/news\/wp-content\/uploads\/sites\/5\/2022\/10\/ResourceCard_1280x720.png?w=150&amp;h=84 150w, https:\/\/www.salesforce.com\/uk\/news\/wp-content\/uploads\/sites\/5\/2022\/10\/ResourceCard_1280x720.png?w=314&amp;h=177 314w, https:\/\/www.salesforce.com\/uk\/news\/wp-content\/uploads\/sites\/5\/2022\/10\/ResourceCard_1280x720.png?w=343&amp;h=193 343w, https:\/\/www.salesforce.com\/uk\/news\/wp-content\/uploads\/sites\/5\/2022\/10\/ResourceCard_1280x720.png?w=1218&amp;h=685 1218w\" \/>\t\t\t\t\t<\/div>\n\t\n\t<div class=\"content-card__content-container content-card__content-container--style-\">\n\t\t\n\t\t\n\t\t\t\t\t<h3 itemprop=\"headline\" class=\"content-card__title\">\n\t\t\t\t\t\t\t\t\t<a\n\t\t\t\t\t\thref=\"https:\/\/www.salesforce.com\/uk\/news\/linked-content\/beyond-pristine-island-navigating-the-agentic-era-from-an-architects-mindset\/\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t\t\t\t\t\t\t\t\tclass=\"content-card__title-link\"\n\t\t\t\t\t>\n\t\t\t\t\t\t\t\tBeyond \u2018Pristine Island\u2019 &#8211; 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Respondents were split between B2B and B2C CMOs. The research was conducted using an online survey by Coleman Parkes on behalf of Salesforce.&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>New research across the UK and Ireland finds 77% of CMOs expect AI agents to require a fundamental redesign of their teams, and a new leadership framework is here to help. Today, Salesforce is publishing the A-shaped CMO, a new leadership framework designed to help chief marketing officers lead in a world where people and [&hellip;]<\/p>\n","protected":false},"author":0,"featured_media":74096,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"sf_subhead":"","sf_i18n_disclaimer":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"alternateThumbnailId":0,"sf_product_cta_id":0,"sf_show_toc":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[],"tags":[],"sf_content_type":[8924],"sf_theme":[8887],"sf_topic":[8909,8727,8889,4056],"sf_product":[],"sf_industry":[],"sf_role":[4326],"sf_multimedia_asset":[],"sf_location":[4088],"sf_collection":[],"sf_visibility":[],"coauthors":[],"class_list":["post-74084","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_content_type-snapshot-research","sf_theme-agentic-ai","sf_topic-agentic-enterprise","sf_topic-agents","sf_topic-ai","sf_topic-marketing","sf_role-marketing","sf_location-uki"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The A-Shaped CMO: Why 77% of Marketing Leaders Are Redesigning Departments for AI Agents - Salesforce<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.salesforce.com\/uk\/news\/stories\/cmo-research-ai-agents\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The A-Shaped CMO: Why 77% of Marketing Leaders Are Redesigning Departments for AI Agents\" \/>\n<meta property=\"og:description\" content=\"New research across the UK and Ireland finds 77% of CMOs expect AI agents to require a fundamental redesign of their teams, and a new leadership framework is here to help. 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