Dentsu Creative has launched its 2026 CMO Report: Making it Real, a global study exploring how senior marketing leaders are navigating the next phase of AI adoption and transforming ambition into action. Based on research with 1,950 senior marketing decision-makers across 14 markets, the report reveals a decisive shift in mindset: from possibilities to proof.
The report identifies ten themes shaping marketing’s trajectory in 2026 and beyond, highlighting how organizations are responding to growing pressure to demonstrate value, unlock growth and build stronger customer relationships in an increasingly automated environment. According to the findings, the organizations best positioned for success will not necessarily be those with the most advanced technology, but those that are able to integrate technology, culture, creativity and operational design into a coherent growth strategy.
Drawing on extensive quantitative research alongside strategic and cultural analysis from Dentsu Creative’s global strategy, growth and marketing teams, the report provides practical insight into the actions leading organizations are taking today to prepare for the next phase of marketing transformation.
Download the Dentsu Creative 2026 CMO Report: Making it Real, to explore all ten themes and discover how leading CMOs are turning AI ambition into real-world business impact.
