IDEAS home Printed from
   My bibliography  Save this article

CMOs at the confluence of AI, CX, and Growth


  • PURCAREA, Theodor


Marketers recognize Artificial Intelligence (AI) as a valuable tool, already employing AI solutions in order to deliver value at key points along a customer journey, AI impacting marketing to a great degree in some significant areas, and a growing number of marketers understanding that CX can be transformed with the help of AI, AI solutions turning frustrating experiences into productive conversations by blending AI with true human intelligence across any channel. It is important for companies to better understand how to link CX to ROI considering the expectations of the empowered consumer, to support CX strategies with CX maturity roadmaps. There is strong evidence that CX matters, CX correlating to loyalty, and mastering CX core competences becoming a must, while employee experience (EX) beginning to be understood as a top priority. There is no doubt about the real need of aligning marketing and sales, and ensuring customers with relevant recommendations, offers and experience in an Omni channel world, CMOs needing to engage with customers in a single communication platform, ensuring transparency and visibility across every touch points with their customers on the basis of real-time customer data and information. Recent research findings revealed that AI marketing enhances personalization of Omni channel CX and drives continuous CX evolution, that the role of marketers will be transformed by AI, CMOs being challenged to manage brands holistically.

Suggested Citation

  • PURCAREA, Theodor, 2017. "CMOs at the confluence of AI, CX, and Growth," Holistic Marketing Management Journal, Holistic Marketing Management, vol. 7(4), pages 37-48, December.
  • Handle: RePEc:hmm:journl:v:7:y:2017:i:4:p:37-48

    Download full text from publisher

    File URL:
    Download Restriction: no

    More about this item


    CMOs; AI; CX; Growth;

    JEL classification:

    • L84 - Industrial Organization - - Industry Studies: Services - - - Personal, Professional, and Business Services
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes


    Access and download statistics


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hmm:journl:v:7:y:2017:i:4:p:37-48. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Theodor Valentin Purcarea). General contact details of provider: .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.