CMO's Bold Take: AI is Forcing a Long-Overdue Reckoning in Marketing Leadership

The CMO Role Under Attack

The role of Chief Marketing Officer (CMO) has been under attack for years, and according to Teresa Barreira, CMO of Publicis Sapient, some of that criticism is well-deserved. The problem lies in the inconsistency of the role's definition across companies—some focus on brand, others on demand generation, and others on communications. This lack of clarity has made the position vulnerable to cuts and questioning.

Publicis Sapient CMO Teresa Barreira says the AI era is forcing 'a reckoning that is long overdue' for some top marketers.

The Business of Marketing vs. The Business of the Company

Too many CMOs have been stuck doing the business of marketing—managing campaigns, channels, communications, and brand—which is actually the role of a VP of marketing. The true role of a CMO should be to drive the business of the company: setting vision, defining growth strategies, and making decisions that shape the future. This shift from tactical execution to strategic leadership is crucial for survival in the AI era.

AI's Impact: A Mirror and an Amplifier

Artificial Intelligence (AI) is exposing the gaps in traditional marketing leadership. It acts as a mirror, forcing a reckoning that was long overdue. Many CMOs have spent years on coordination, reporting, and production tasks—activities that AI can now handle or accelerate. This raises uncomfortable questions for CEOs: "Can AI not do this today?"

AI amplifies existing organizational strengths and weaknesses. It raises the floor for efficiency but also highlights inefficiencies when added to broken workflows. Simply using AI as a co-pilot without rethinking processes just speeds up bad practices.

Publicis Sapient's AI Transformation Journey

When AI emerged three years ago, Barreira encouraged her team to experiment. After six months, she realized that while everyone embraced AI, they hadn't changed their ways of working. To drive real transformation, her team mapped over 700 daily tasks across the marketing organization and found that:

• 80–90% of tasks can be accelerated or done by AI.
• 40% can run end-to-end with AI agents.

For example, launching a campaign previously required 50 handoffs between people. With AI orchestration, it now takes just 11 steps. This shift enables faster time-to-market, cost reduction, and scalability.

Redefining Human Roles in an AI-Driven World

The key question is: What do you do with the time and savings generated by AI? Barreira's approach is to redefine every job in her organization. New job descriptions focus on the 20% of tasks that only humans can do, emphasizing soft skills like:

• Judgment and intuition
• Pattern recognition
• Abstract thinking
• Bravery to go against the grain

AI lacks the human intuition and courage to make bold, impactful decisions—the very skills that define transformative leadership.

The Future of Marketing Leadership

The AI era demands that CMOs evolve from campaign managers to strategic visionaries. By leveraging AI for efficiency and focusing human talent on high-value, uniquely human skills, marketing leaders can not only survive but thrive in this new landscape. The reckoning brought by AI is an opportunity to redefine what it means to be a CMO and drive meaningful business growth.