The report highlighted that 43 per cent of Indian CMOs said accelerating AI and digital transformation is their CEO's top priority and their expectations of marketing have increased significantly over the past two years, placing India among the highest globally.

Around 52 per cent of CMOs expect generative AI to have a significant positive impact on personalisation, the highest across all regions surveyed.

The firm conducted an annual survey of 300 CMOs and found that while 96 per cent say AI is driving end-to-end transformation, only about a third have used agents at scale and just 8 per cent run campaigns where multiple AI agents operate autonomously.

Roughly 27 per cent of Indian CMOs said that accelerating AI and digital transformation is their CEO's number one priority, nearly twice the EMESA rate of 15 per cent and ahead of the North America average of 20 per cent.

"Ninety per cent of the CMOs agreed that GenAI is already reshaping how consumers discover and evaluate brands.

But most marketing organisations are not yet built to compete in that environment," said Mark Abraham, Global Leader, Marketing, Sales and Pricing Practice, Boston Consulting Group, and coauthor of the report.

"Investment must now move beyond individual AI tools and towards fully connected agentic operating systems built on strong data foundations, brand intelligence layers, multi-agent orchestration, and the right talent," he added.

Around 88 per cent of Indian CMOs agreed that GenAI will help their teams sense signals and act in near real time, underscoring the speed imperative that defines India's AI marketing agenda.