This PwC report argues that agentic AI is transforming marketing from a campaign execution function into a strategic growth engine. Rather than focusing solely on automation and productivity, agentic AI enables CMOs to autonomously plan, optimize, and adapt marketing activities, improving customer experiences, revenue growth, and operational efficiency. The report recommends that marketing leaders align AI initiatives with business strategy, identify capability gaps, allocate budgets strategically, establish measurable business outcomes, and secure stakeholder buy-in. Success depends on leveraging data as a decision engine, building an AI-first workforce, embedding governance and compliance controls, and measuring AI’s impact on revenue, customer retention, decision quality, and operational performance. Organizations that treat AI as a driver of growth rather than a cost-cutting tool can reposition marketing as a core contributor to enterprise value and long-term competitive advantage.

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