Dentsu today announced the release of the Dentsu Creative 2026 CMO Report: Making It Real, drawing on insights from 1,950 senior marketing decision-makers across 14 markets. The report finds that while CMOs remain optimistic about artificial intelligence, their focus is shifting from technological potential to measurable business impact. The challenge now is how to connect creativity, technology and organisational capability to turn AI investment into meaningful brand distinction and growth.

The research shows that 71% of CMOs say AI is improving speed to market, yet 70% agree they have not yet seen major cost efficiencies. At the same time, 74% are considering replacing some of the tools they currently invest in, while 62% believe AI-assisted creativity cannot yet fully capture their brand’s tone of voice, look and feel. While AI is delivering greater speed, scale and responsiveness, a gap remains between its technological potential and its ability to generate meaningful business impact.

Closing this gap requires brands to connect creativity, media, production, data and technology around a clear brand promise. The report finds that 77% of CMOs agree that siloed agency models separating media, data and production mean their content is not working as hard as it should. Another 77% say they are less interested in cost efficiencies than cultural velocity. As a result, marketing leaders are increasingly shifting their focus from the volume of assets created to the value of connections made.

As technology becomes increasingly accessible, distinctly human qualities are also becoming more valuable. Seventy-eight percent of CMOs agree that optimising for the algorithm risks creating a sea of sameness, while 83% say hearing from real customers is more important than ever in a world of automation. The brands that succeed will be those that use technology not to automate what makes them distinctive, but to amplify it, combining human judgement, empathy and craft with technology to create experiences people remember, trust and choose.

Yasu Sasaki, Global Chief Creative Officer, dentsu, commented:

“Today’s CMOs want to use technology to craft more human experiences. They recognize that the true potential of AI is not just more assets, but more impact. Their ask for 2027 and beyond is simple: Make it Real. Make the promise of AI real by integrating brand, technology, and operating systems. Craft more human experiences, both by reinvesting in real-world touchpoints and by connecting data, production and media to deliver the right experience in the right moment. In a world where AI makes good work easier, invest in the talent and individuality that make exceptional creative work possible.”

Pats McDonald, Global Chief Strategy Officer, Dentsu Creative, added:

“For the last few years, the industry has been preoccupied by scale, consolidation and efficiency. What we see now is a different conversation emerging: not how we can scale for sameness, but how we can very intentionally design for difference. That starts with a very different approach to brand design and definition: not just Big Ideas but Catalyzing Ideas. Ideas that shape not only the customer-facing expression of the brand but internal systems, technology and org design, making the brand promise real and distinctive at every touchpoint. Our role at dentsu is to help clients close the gap between investment and impact in market, ensuring their technology stack is measured not just in volume of assets but in value of connections.”

Ten Themes Shaping the Future of Marketing

The Dentsu Creative 2026 CMO Report: Making It Real identifies ten key themes showing how brands are turning ambition into impact:

1. From Potential to Proof

CMOs remain optimistic about AI, but a deeper understanding of the cultural and operational changes required is driving a more pragmatic approach to adoption. Many remain hesitant to fully delegate tasks to AI agents, with 63% acknowledging reputational concerns.

2. From Assets to Impact

CMOs are moving beyond efficiency to focus on effectiveness, shifting attention from the volume of assets created to the value of connections made. Brands increasingly need creativity and content that can respond quickly to cultural change and build stronger relationships with audiences.

3. Designing for Difference

As algorithmic feeds and automated content accelerate sameness, leading brands are embedding difference more deeply into their tools, technology and workflows. Seventy-eight percent of CMOs agree that optimising for the algorithm risks creating a sea of sameness, reinforcing the importance of a clear brand strategy that enables technology to amplify, rather than dilute, distinctiveness.

4. Spiky Thinking

As brands are increasingly built in partnership with creators and communities, ideas need to be designed from the outset to evolve, spread and spark collaboration. Seventy-eight percent of CMOs agree that brands should start a conversation, not finish one, creating more opportunities for people and communities to participate and extend an idea.

5. Transformative Canvases

Culture has become an increasingly important driver of brand growth, yet many marketers still lack a proven playbook for navigating it effectively. Brands need a deeper understanding of fandom and community behaviour, while also addressing challenges around credibility, measurement and strategic alignment. Eighty-one percent of CMOs agree that as audiences fragment, Sports and Entertainment are vital touchpoints for building brands at scale.

6. Context Compounds

Connecting the right audience with the right experience at the right moment can create a different kind of emotional impact. Brands need to bring media, data and production closer together so that creative ideas can work harder across different contexts and moments.

7. Only Human

As automation grows, human intuition, empathy and craft become more valuable. CMOs are investing in these qualities while increasingly turning to fandoms, communities and real customers for distinctive and authentic insight. Eighty-three percent agree that hearing from real customers is more important than ever in a world of automation.

8. The Scale of Small

Brands are increasingly working with networks of micro- and nano-influencers to spread ideas with greater authenticity, while also strengthening visibility across large language models. Eighty-one percent of CMOs believe real, relatable creators such as nano-influencers can drive better performance than celebrities.

9. Seeing is Believing

In an increasingly algorithmic world, consumers are seeking more tangible, real-world and shared experiences. Eighty-two percent of CMOs say they plan to invest more in real-world experiences, including out-of-home media, packaging, events and experiential touchpoints.

10. Practical Magic

As innovation becomes a business imperative, marketers are moving away from a “shiny object” mindset towards practical solutions that address real operational and business challenges. Eighty percent of CMOs say they want innovation applied to their biggest and most urgent business challenges, rather than treated as a side project.

Together, the findings point to a new operating model for marketing: one that uses AI for speed, scale and responsiveness, while concentrating human judgement, craft and cultural intelligence where they can create the greatest competitive advantage.

The research was conducted in April 2026, designed by dentsu and fielded by B2B International. It surveyed senior marketing decision-makers across 14 markets: Australia, Brazil, Canada, China, France, Germany, India, Italy, Japan, Mexico, South Africa, Spain, the United Kingdom and the United States.

The full Dentsu Creative 2026 CMO Report: Making It Real is now available to download. The report explores all ten themes in greater depth, helping brands understand how to navigate the next phase of marketing transformation and turn technology, creativity and human insight into sustainable growth.