10 AI Priorities Sales and Marketing Leaders Need for Customer-Facing Transformation by 2028

BearingPoint Shares Blueprint for AI-Driven Customer-Facing Operations Transformation

By 2028, AI-powered chatbots will resolve over 90% of customer queries, while 80% of marketing campaigns will leverage AI for hyper-personalization, according to a recent BearingPoint survey. This shift signals a clear path for sales and marketing leaders to integrate AI deeply into customer interactions.

10 Priorities for Sales and Marketing Leaders

• Redesign customer journeys using generative AI
• Adopt agile workforce models blending human creativity with AI efficiency
• Build AI-ready data foundations and governance to enable hyper-personalization
• Innovate responsibly, ensuring AI applications remain safe and ethical
• Align marketing, sales, and IT functions for seamless AI integration
• Scale AI initiatives beyond pilots into full operating models
• Empower leadership roles to define clear AI roadmaps
• Foster a culture of experimentation and hybrid human-AI collaboration
• Leverage AI for predictive sales analytics and proactive customer support
• Ensure agility and accountability at every customer touchpoint

Embedding AI Across Customer Experience

BearingPoint’s latest report, "The AI Sales & Marketing Revolution: a guide towards 2028," offers a practical roadmap for companies to embed AI throughout marketing, sales, and support functions. Rather than isolated AI experiments, the focus shifts to integrating AI within target operating models to create seamless, data-driven customer experiences.

According to the report, AI will dominate marketing by 2028, with a third of organizations planning to use it for campaign personalization, SEO, and brand asset creation. Creative AI tools are expected to generate over two-thirds of marketing content, transforming how campaigns are developed and delivered.

Scaling AI Requires More Than Technology

Success with AI hinges on strategic alignment and collaboration across business and IT. CMOs, sales directors, and customer experience leaders need to take on strategic roles, crafting AI roadmaps that empower teams and ensure ethical AI use.

Without strong foundations in strategy, data governance, and organizational culture, AI initiatives risk stalling after initial pilots. Companies must rethink roles, encourage experimentation, and develop hybrid workforce models where humans and AI work together efficiently.

Practical Use Cases and Industry Benchmarks

The report highlights real-world examples such as agentic AI managing sales follow-ups, generative AI producing marketing content, and predictive support models resolving issues before customers raise them. In B2B sales, predictive analytics is advancing quickly, with over half of sales expected to occur through conversational AI interfaces by 2028.

AI-enabled tools will reduce time spent on prospecting and customer engagement by more than 50%, enhancing productivity across channels like email and web conferencing.

The Role of Collaboration

BearingPoint combines management consulting with implementation expertise, working closely with sales, marketing, and IT leaders to design scalable AI strategies. This cross-functional approach is critical to move from pilots to platform-scale AI transformations.

About the Research

The findings come from a survey of over 320 C-suite executives conducted in April 2025, alongside BearingPoint’s consulting experience with global clients across B2B, B2C, public, and private sectors. The report addresses challenges faced by organizations integrating AI in complex and regulated environments.

Organizations looking to lead in AI-driven customer operations must act decisively with a clear vision and customer-first mindset.

About BearingPoint

BearingPoint is an independent management and technology consultancy with European roots and global reach. It operates across three business units: Consulting, Products, and Capital, serving many leading organizations worldwide. With a network of over 10,000 professionals in more than 70 countries, BearingPoint supports clients in achieving measurable, sustainable success.

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