Published on: June 16, 2026
India is emerging as a frontrunner in AI-led marketing transformation, with Chief Marketing Officers (CMOs) showing stronger confidence in artificial intelligence’s business impact than their counterparts across the world, according to a new report by Boston Consulting Group (BCG).
The study reveals that Indian marketing leaders are increasingly taking ownership of AI investments and prioritizing high-impact applications that directly contribute to business growth. As a result, India is positioning itself as one of the most marketing-driven AI markets globally.
According to the report, 53% of Indian CMOs anticipate AI-powered initiatives will contribute between 5% and 9% additional revenue growth, outperforming the global average, where 43% of CMOs share similar expectations.
The findings also highlight that AI spending in India is being driven primarily by marketing departments. Around 57% of Indian CMOs reported that AI investments are funded directly by the marketing function, compared to 47% globally, underscoring the strategic role marketing teams are playing in AI adoption.
India has also emerged as a leader in agentic commerce, with 73% of CMOs ranking it among their top three business priorities. This is significantly higher than the global average of 63% and the Europe, Middle East, South America, and Africa (EMESA) average of 54%.
“India’s quick commerce density and digital-native consumer base make agentic commerce an immediate go-to-market priority rather than a future-state concept for Indian marketing leaders,” the report said.
Generative AI is also expected to play a transformative role in customer personalization strategies. More than half (52%) of Indian CMOs believe GenAI will have a significant positive impact on personalization efforts, exceeding the global average of 47%.
The report further noted that 88% of Indian marketing leaders believe GenAI will enable teams to identify consumer signals and respond in near real-time, reflecting the growing demand for speed and agility in marketing decision-making.
When it comes to talent readiness, Indian CMOs appear more optimistic than their global peers. Only 13% view GenAI-related skill gaps as a major challenge, compared to 22% globally.
This confidence is backed by active investments in workforce development. The report found that 42% of Indian CMOs have already fully implemented AI upskilling programs for junior and mid-level employees, compared to 34% globally. Additionally, 43% are actively recruiting AI-focused talent, while 43% have incorporated AI skills into job descriptions, both above global benchmarks.
Globally, organizations are also ramping up investments in AI education. Around 80% of CMOs are significantly increasing spending on AI-focused training programs and responsible AI initiatives, marking a notable rise compared to the previous year.
The report concludes that India’s combination of digital-first consumers, rapid commerce adoption, and proactive AI investment is creating a unique environment where marketing teams are driving enterprise-wide AI transformation at scale.
