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CMOs court AI but still swear by human touch in Dentsu’s 2025 report
MUMBAI: In the age of algorithms, it seems imagination still has the final word. Dentsu Creative’s freshly released CMO Report 2025 reveals that while artificial intelligence is now deeply woven into marketing practice, senior marketers insist human creativity, empathy and cultural intelligence remain irreplaceable.
The study, titled Agents of Reinvention: Marketing at the Intersection of AI and Human Ingenuity, draws insights from 1,950 plus CMOs across 14 markets from India and the US to Japan and Brazil. Its central paradox? In a world governed by AI, humanity becomes the most valuable differentiator.
Key findings highlight the balancing act CMOs face:
. 30 per cent plus use AI daily, but 78 per cent agree AI can never replace human imagination, up 13 points from 2024.
. 87 per cent say strategy now demands more empathy and creativity, not less.
. 71 per cent fear invisibility without “winning the algorithm”, yet 79 per cent worry optimisation breeds sameness.
. 84 per cent believe brands must win share of culture, not just share of voice.
. 90 per cent see social and influencer content as outperforming traditional ads, while 91 per cent believe brands are built through creator collaborations (though 82 per cent fret about losing control).
Innovation budgets are rising too 70 per cent plus plan to allocate over 20 per cent of spend to innovation in 2026 and beyond.
The report also flags a striking shift in Connected AI adoption: 89 per cent expect “agentic AI” where digital agents curate travel, shopping and more to reshape business, but the same proportion say trust and taste will matter more than ever.
Global dentsu leaders underscored this duality. Global CCO Yasu Sasaki noted that AI “is exceptional at prediction, but creativity is unpredictable by nature,” while CSO Patricia McDonald warned that “if every brand chases the same signals with the same tools, we’re just running harder to stand still.”
For India Dentsu CEO of creative & media brands Amit Wadhwa summed it up neatly: “Algorithms may shape what we see, but imagination, empathy and culture shape what we remember.”
In other words, CMOs in 2025 aren’t just coding for clicks, they’re betting that the brands which out-human the algorithm will be the ones that endure.
MAM
Budweiser launches ‘Let It Pour’ platform for FIFA World Cup 2026
Campaign spans 40 plus markets with fan events, merchandise and global film.
MUMBAI: When the whistle blows, Budweiser wants the celebrations to flow just as freely. The beer brand has unveiled ‘Let It Pour’, its global football platform for the FIFA World Cup 2026, kicking off a four-year build-up with a campaign designed to turn fandom into a shared, full-throttle experience. Rolling out across more than 40 countries, including India, the initiative blends on-ground activations, merchandise and a star-led global film to capture the emotional surge of the sport’s biggest stage.
At the centre of the campaign are football heavyweights Erling Haaland and Jürgen Klopp, who front the messaging around passion, performance and collective celebration. For Haaland, set to make his FIFA World Cup debut in 2026, the platform mirrors the intensity of a moment he has long worked towards, while Klopp lends his signature energy to amplify the spirit of fans coming together.
The campaign’s global film leans into that shared emotion where matches spill beyond stadiums into homes, bars and city streets over the tournament’s 39-day run. Set to Joe Cocker’s Feelin’ Alright, it captures how football blurs boundaries, turning strangers into teammates and moments into memories.
Beyond storytelling, Budweiser is building a broader ecosystem around the campaign. The Bud Fan Store will offer exclusive tournament-inspired merchandise, from football kits to branded apparel, while Bud FC developed with Wink will host experiential fan events across select markets, recreating stadium-like energy in festival settings.
India forms a key part of this push. With football fandom on the rise, particularly among younger audiences, Budweiser 0.0 is positioned to anchor local activations, bringing fans closer to the global spectacle through community-led experiences.
The move reinforces Budweiser’s four-decade association with the FIFA World Cup, but also signals an evolution in approach. Instead of simply sponsoring the game, the brand is leaning into culture creating multiple touchpoints where fans can participate, not just watch.
In a tournament where every goal sparks a reaction, Budweiser is betting that the real win lies in how loudly and how collectively that reaction pours out.
