MediaPLUS: AI top-of-mind for marketing leaders [Video]

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AI has displaced brand management and digitalisation as the key strategic topics for marketing professionals in 2025, according to the European Marketing Confederation‘s annual European Marketing Agenda report.

The report, titled ‘Data-Driven AI Revolutions Meets Brand Management,’ consolidates the insights of around 100,000 marketing professionals across Europe, including CMOs, heads of marketing, sales and service, VPs of marketing, sales and service, and online marketing leaders.

With 1,698 completed responses from 21 countries, this year’s survey saw higher engagement compared to previous editions, and also showed that data-driven customer engagement is emerging as a critical outcome of AI’s exponential adoption in marketing.

“The hurdles and challenges we face are not exclusive to our field,” said Dr Ralf Strauss, chairman of EMC. “Everybody perceives the flow of data and ironically there is a widespread lack of understanding and knowledge of how AI is changing the way we do business.

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