Key stat: Understanding generative AI's use cases, opportunities, and risks is the top AI investment priority for media CMOs worldwide, cited by 34% of respondents, according to a January report from Dentsu.

Beyond the chart:

• The prioritization makes sense given where teams actually stand. Some 72% of agency and brand marketers worldwide plan to use AI, but fewer than half (45%) are confident in their ability to use it to drive operational efficiencies, and 38% still haven't received proper training, per MiQ.
• Meanwhile, the pressure to understand AI's risks isn't just internal. Only 7% of global consumers trust brands more when they clearly use genAI in marketing, while 32% trust them less, per Klaviyo.

Use this chart: Drop this in your next AI strategy or media planning meeting to show where CMO attention is actually focused. Use the ranked list to pressure-test your own AI investment roadmap against the field, and show leadership which capabilities are getting budget before deeper tools and platforms come up for discussion.

Related EMARKETER reports:

• How CMOs Are Overcoming AI Fatigue to Rebuild Trust (EMARKETER subscription required)
• Content Marketing 2026 (EMARKETER subscription required)

We prepared this article with the assistance of generative AI tools and stand behind its accuracy, quality, and originality.