89% of CMOs are utilizing Generative AI and 78% are leveraging conventional AI. Nevertheless, shopper consolation with GenAI use is low.
A polarised panorama: 50% of UK shoppers need or anticipate manufacturers to take a public stand on social/political points and 50% don’t.
96% of CMOs see the atmosphere/sustainability as vital parts of their model’s identification and 95% assume the identical about variety, fairness, and inclusion (DEI).
CMOs are treading rigorously: 24% of CMOs say the prospect of name backlash is at all times on their thoughts when planning campaigns.
CMOs who use market analysis as a measurement software are more likely than those that do to not have stakeholders which are absolutely invested in advertising (69% vs 45%).
Censuswide surveyed 500 CMOs aged 25+ from a mixture of firm sizes in B2B and B2C and a pair of,001 nationally consultant adults within the UK.
Worldwide market analysis consultancy, Censuswide has printed the most recent version of The Voice of the UK CMO Report for 2025 exploring three key themes:
AI
Model discovery, activism and backlash
Budgets and measurement
Findings reveal that CMOs are embracing AI with open arms and integrating conventional and generative AI into advertising operations to streamline workflows and create advertising content material at scale.
However the flipside is that buyers are much less passionate about AI, particularly when AI is used for customer-facing content material. Whereas 58% of CMOs are utilizing GenAI for social media content material creation, a mere 38% of shoppers are comfy with manufacturers utilizing AI to do that. The analysis confirmed that buyers are nearly twice as more likely to have blended emotions about AI (31%) than they’re to be excited and optimistic (16%) about it.
The nation can be divided on the subject of model activism – 50% of UK shoppers need or anticipate manufacturers to take a stand on social or political points, however 50% don’t. This leaves CMOs with one other tightrope to stroll the place activism is anticipated by half of shoppers however may additionally alienate the opposite half. It’s why understanding prospects is so vital, for instance youthful generations specifically anticipate manufacturers to take a stand on key social points.
Model ethics additionally affect B2B buy choices, with B2B professionals contemplating an organization’s values when selecting companions. CMOs recognise this, with nearly all CMOs (96%) seeing the atmosphere & sustainability as vital parts of their model’s identification in addition to variety, fairness, and inclusion (DEI) (95%), aligning their public stances with shopper priorities.
Excessive percentages of CMOs are already discovering attracting (71%) and retaining (61%) shoppers/prospects difficult, and in a world the place one misstep can price cohorts of shoppers, CMOs are conscious about model backlash when planning campaigns. 24% of CMOs say the prospect of name backlash is at all times on their thoughts when planning campaigns.
As for a way UK shoppers uncover new manufacturers, social media now reigns supreme at 40%, adopted by suggestions from mates and/or household (37%) and on-line searches (37%).
Naturally that is a lot increased amongst youthful generations akin to Gen Z and Millennials. In reality, solely 2% of Gen Z don’t use social media to interact with manufacturers and simply 5% of Millennials mentioned the identical.
In relation to budgets and measurement, the report reveals a better emphasis from CMOs on monitoring and measuring success throughout a number of areas in advertising execution. Notably, the first metric CMOs monitor has shifted from gross sales in 2024 (46%) to model consciousness in 2025 (62%).
Nicky Marks, Managing Director of Censuswide mentioned:
“Our newest report is designed to provide CMOs a transparent image of the present advertising panorama to allow them to benchmark their very own methods to assist achieve management help for his or her resolution making.
“With so many balancing acts to carry out, having a transparent, data-backed view is important for CMOs to navigate these difficult occasions. In reality, CMOs who use market analysis as a measurement software are more likely than those that do to not have stakeholders which are absolutely invested in advertising (69% vs 45%).
“The 2025 version explores year-on-year modifications, in addition to introducing the patron’s perspective and a deeper dive into model activism.”
About Censuswide
Censuswide, is a global market analysis consultancy, a part of AFO Group and headquartered in London. It conducts high-quality quantitative and qualitative analysis supporting technique, communications and advertising groups throughout shopper, B2B, company and healthcare sectors.
Censuswide supplies international attain by way of an intensive community of respondents to assemble opinions and insights from a spread of audiences. It adheres to the MRS Code of Conduct and ESOMAR rules and is a member of the British Polling Council, reinforcing its dedication to moral analysis practices and knowledge integrity.
For extra info go to
Methodology
Final 12 months, Censuswide surveyed 500 CMOs aged 25+ between 25.06.2024-08.07.2024.
This 12 months, Censuswide surveyed 500 CMOs aged 25+ between 25.06.2025-08.07.2025.
This 12 months, Censuswide additionally surveyed 2,001 nationally consultant adults within the UK between 18.06.2025-20.06.2025.
Censuswide abides by and employs members of the Market Analysis Society, follows the MRS code of conduct and ESOMAR rules, and is a member of the British Polling Council.
Learn extra about our methodology within the report.
