According to the latest Global CMO Survey by Boston Consulting Group (BCG), India is at the forefront of expectations for revenue growth driven by artificial intelligence (AI). A notable 53% of chief marketing officers (CMOs) in India anticipate revenue increases of 5–9%, outpacing the global average of 43%.
This survey, which included responses from 300 CMOs worldwide, highlights India's strong leadership in adopting agentic commerce—a marketing approach that utilizes autonomous AI systems to enhance consumer engagement and campaign management.
Key Findings
- Agentic Commerce Adoption: 73% of Indian CMOs rank agentic commerce among their top three strategic priorities, compared to 63% globally.
- Ownership of AI Investments: 57% of Indian CMOs report that their marketing functions directly manage AI investments, surpassing the global average of 47%.
- Generative AI Impact: 52% of Indian respondents believe generative AI will significantly enhance brand discovery, the highest expectation among all surveyed regions.
Shifting Marketing Paradigms
Agentic marketing distinguishes itself from traditional digital marketing by employing AI agents to optimize media spending and facilitate real-time consumer interactions. This approach emphasizes AI-driven conversations over conventional keyword targeting.
Challenges Ahead
Despite the optimism surrounding AI, the survey indicates that many organizations are not fully prepared for this evolving marketing landscape. While 96% of CMOs acknowledge AI's role in transforming marketing functions, fewer than one-third have implemented AI agents on a large scale.
Conclusion
As the marketing landscape continues to evolve, Indian marketers are positioned to lead the charge in AI-driven strategies. However, they must overcome existing challenges to fully leverage the potential of AI in their operations.
