Win the Algorithm, Win the Culture: CMOs Blend AI with Human Creativity

Creativity and Human Insight in the Age of the Algorithm

Dentsu Creative's 2025 CMO Report makes one thing clear: AI is no longer new. It's a core part of daily marketing. And as AI scales content and speed, the value of human creativity, empathy, and cultural intelligence is rising, not falling.

The report draws on insights from 1,950+ senior marketing leaders across 14 markets. It outlines 10 themes that define marketing in 2025, from anticipating algorithms to building trust and taste in an era of agentic AI.

What CMOs Are Actually Doing

• AI is routine: almost every CMO uses it; over 30% use it daily.
• Humanity matters more: 87% say modern strategy needs more creativity, empathy, and humanity.
• Imagination is irreplaceable: 78% say generative AI will never replace human imagination (+13 points vs. 2024).
• From efficiency to effectiveness: 90% want agile production + intelligent data for right message/right moment, yet 76% say content pace is blocking personalization.
• Algorithms set visibility: 71% agree "If I don't win with the algorithm, I will be invisible."
• But sameness is a threat: 79% worry optimization breeds lookalike work.
• Culture is the lever: 84% aim to win share of culture, not just share of voice, while 81% say tested playbooks are scarce.
• Creators drive engagement: 90% believe social and influencer content outperforms traditional ads.
• Partnerships shape brands: 91% say brands are built with creators, platforms, and culture makers (even as 82% worry about control).
• Innovation budgets grow: 70%+ plan to invest over 20% of budgets in innovation.
• Agentic AI is coming fast: 89% expect profound impact, and the same share say trust and taste matter more than ever.

The Tension You Must Resolve

AI can scale. Creativity differentiates. If every brand chases the same signals with the same tools, everything blends together and performance stalls.

The way forward is simple: pair algorithmic speed with human taste, cultural relevance, and original thinking. That mix wins attention and drives profitable growth.

How to Win With Algorithms Without Losing Your Soul

• Anticipate the algorithm: design content for distribution from the brief. Optimize for watch-time, save/share triggers, and retention-not just clicks.
• Invest in intimacy: build first-party data and consented personalization. Use AI to deliver context-specific messages, not generic variations.
• Codify taste: set brand guardrails, voice, and aesthetic systems. Give teams examples of "yes/no" creative so speed doesn't dilute identity.
• Compete in culture: partner with creators, communities, and entertainment IP. Use clear brand-fit criteria and pre-approved creative territories to reduce risk.
• Modernize the content supply chain: connect creative, media, data, and production so ideas are born to be distributed and iterated in real time.
• Speed with quality: build modular assets, templatize common formats, and add human QA for brand and cultural nuance.

90-Day Action Plan

• Audit AI usage: where is AI already saving time, and where is quality slipping? Close gaps with prompts, templates, and review steps.
• Personalization sprints: start with 1-2 high-value journeys. Define audiences, triggers, messages, and measurement. Prove lift before scaling.
• Culture map: identify 3-5 moments, communities, or creators where your brand has permission to show up. Attach test budgets.
• Creator scorecard: vet partners on brand fit, audience overlap, past retention metrics, and creative originality-not follower count alone.
• Agentic readiness: structure product feeds, content metadata, and trust signals so AI agents can confidently recommend you.
• Taste and trust policy: clarify what your brand will never say or do, and where you'll take creative risks. Document it.
• Measurement that matters: align on a few leading indicators (e.g., watch-time, saves, brand search, creator-assisted ROAS) and report weekly.

Agentic AI Will Rewrite Discovery

As agents begin curating trips, baskets, and feeds, brands will be chosen-or filtered out-by default. That puts a premium on structured data, credible reviews, consistent CX, and clear brand signals.

If you're new to the concept, this primer is useful: What are AI agents and agentic AI?

Upskill Your Team

CMOs say speed is blocking personalization and originality is at a premium. Close the skills gap with focused training on prompt systems, content ops, and AI-enabled production for marketers.

Explore practical programs: AI Certification for Marketing Specialists or browse Courses by Job.

Get the Full Report

For all 10 themes, data, and examples, download Dentsu Creative's 2025 CMO Report here: Agents of Reinvention: Marketing at the Intersection of AI and Human Ingenuity.