A New AI Roadmap for CMOs
AI isn’t just a tool—it’s the foundation for building competitive advantage. To deliver more business impact, CMOs need to expand the way they think about AI from a pilot or use case perspective to a broader view. This requires CMOs to rethink key business processes where many face constraints: content creation and customer engagement.
A New AI Roadmap for CMOs
The Buy-Extend-Build framework extends from basic AI adoption (Buy) to full-scale transformation (Build), guiding marketers as they move from table-stakes investments to market-making, revolutionized business models.
Buy
The Buy stage delivers operational efficiency quickly but serves as a steppingstone, not the destination. These “built-in” solutions, like Microsoft 365 Copilot, require no customization and help the workforce get comfortable using AI as a precursor to bigger, more customer-facing AI initiatives.
Extend
As organizations start to mature and integrate various business processes, they need to compose their own solutions. This involves integrating generative AI tools, internal data, and models from Microsoft or open-source platforms to build brand-specific, intuitive user interfaces and personalized services.
Build
At this final stage, brands unlock their highest growth potential by redefining business processes end-to-end. This requires advanced AI models, change management, reskilling, and new operating models.
Dynamic, Adaptive Content Production
As CMOs start to examine business processes through the lens of AI potential, they’ll find that different processes require a different approach (like Buy, Extend, or Build.) Some processes will differ by cost or resource needs, and will require a change management plan.
Three Takeaways for CMOs
- Think big: Don’t stop at automating small tasks—reimagine entire processes to unlock greater value from your investments. Ensure collaboration with IT to create data flywheels that future-proof marketing efforts.
- Collaborate early and often: Secure alignment across the executive leadership team and potentially the board, along with external partners to drive adoption and maximize outcomes.
- Innovation is iterative: Success with AI isn’t a one-time event—it’s a continuous journey of learning and refinement.
Learn More
To learn more about how AI can help your organization, please visit our website.
Conclusion
CMOs who act fast will capture a first-mover advantage in this new era of AI-powered marketing. AI offers CMOs the tools to optimize spend while personalizing experiences at scale, ensuring sustainable growth and customer satisfaction. By rethinking resource-intensive and costly business processes like content creation and personalized customer engagement, brands can unlock new efficiencies, deliver meaningful interactions, and achieve long-term success.
FAQs
Q: What is the Buy-Extend-Build framework?
A: The Buy-Extend-Build framework is a roadmap for CMOs to move from basic AI adoption to full-scale transformation, guiding marketers as they move from table-stakes investments to market-making, revolutionized business models.
Q: What is Microsoft 365 Copilot?
A: Microsoft 365 Copilot is a built-in solution that requires no customization and helps the workforce get comfortable using AI as a precursor to bigger, more customer-facing AI initiatives.
Q: What is the role of AI in content creation and customer engagement?
A: AI can help automate and personalize content creation and customer engagement, enabling brands to deliver meaningful interactions and achieve long-term success.
Q: How can CMOs get started with AI?
A: CMOs can start by rethinking key business processes where many face constraints, such as content creation and customer engagement, and then move to the Buy-Extend-Build framework to unlock greater value from their investments.
