The IDC report's striking prediction for 2027 is that companies will invest over US$30 billion in AI-related infrastructure, platforms, software, and services. This substantial investment will enhance their ability to compete in the realm of highly personalised customer experiences.
“Marketing leaders must remember that technology itself is not a differentiator but an enabler of differentiations. To stand out, they should focus on creating value-based narratives that build authentic connections with customers,” said Abhishek Kumar, associate research director, head of AP enterprise applications and CX, IDC Asia/Pacific.
“They need to work closely with IT, data and digital teams, to name a few, to establish the necessary AI-infused marketing infrastructure and tools to access accurate customer data profiles in real-time and deploy faster, more targeted and effective campaigns,” he continued.
Business and technology trends
IDC FutureScape: Worldwide Chief Marketing Officer 2025 Predictions – APeJ Implications also revealed the most urgent business and technology trends that marketing leaders must consider to to stay competitive in the face of evolving market conditions.
- Automated journey: By 2027, almost half (45%) of traditional B2B lead and demand generation efforts will transition to automated sensing, personalised engagements, and content creation.
- Search becoming a dialogue: By 2026, around 45% of users will dialogue with brands via GenAI, urging marketers to build humanised digital AI as the primary customer interface.
- AI gig agencies: By 2029, IDC predicts a 40% reduction in staff as these agencies focus on advanced data governance, AI services, and strategies while outsourcing execution to limited, AI-enabled contractors.
- New hire-AI: By 2028, AI is expected to take on a significant role in marketing, with an AI worker projected to occupy 20% of marketing roles or functions. This shift will allow human expertise to focus on strategy, creativity, ethics, and managing a blended human and AI workforce.
