No. 3: By 2027, 20% of brands will lean into positioning and differentiation predicated on the absence of AI in their business and products.
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The impact: As AI becomes more prevalent in marketing, addressing consumer trust and confidence issues will be a significant challenge. A segment of customers may shift their behaviors and seek out AI-free, “acoustic” brands that prioritize authenticity and ethics. Brands that embrace acoustic positioning can differentiate themselves and potentially target premium or safety-focused markets.
No. 4: By 2028, brands will see their organic site traffic decrease by 50% or more as consumers embrace GenAI-powered search.
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The impact: The rapid expansion of generative AI in search engines will significantly reduce organic search traffic for brands, as individuals obtain information directly from AI-generated results. CMOs must prepare for the disruption to revenue and lead generation by adapting channel investments and focusing on conversion-focused keywords, gated content and potentially repositioning traditional channels like email.
No. 5: By 2026, 60% of CMOs will adopt measures such as content authenticity technology, enhanced monitoring, and brand-endorsed user-generated content to protect their brands from widespread deception unleashed by GenAI.
The impact: To safeguard their brands, organizations must prioritize the implementation of content authenticity measures and establish responsible-use guidelines for GenAI. The lack of existing frameworks and best practices necessitates transparency and trust-building mechanisms, compelling brands to demand clear policies from vendors and agency partners while integrating content authenticity features into technology.
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