Amplify - Technology Practice Reports

In an era when gen AI is reshaping the business landscape, the marketing industry has a unique opportunity and responsibility to lead with integrity. By establishing voluntary principles and fostering cross-sector collaboration, the industry can build a foundation of trust that benefits consumers, brands, and the broader digital ecosystem.

While large‑scale CMO research illustrates the strategic importance of AI search, findings from the ANA AI Committee and Leadership Council underscore how deeply this shift is already influencing day‑to‑day marketing practice.

In the AI era, consistent innovation is an imperative. This playbook provides two frameworks: EVOLVER for helping to lay out the process of coming up with innovative ideas, and the Buy-In Blueprint that will provide a pathway for you to sell-in your innovative ideas across your organization.

To help brands make the most of AI for their marketing programs, the ANA has compiled a compendium of practical use cases and real-world examples in this fourth edition of the AI Use Case Compendium for Marketing.

For the modern CMO, mastering the MarTech stack is no longer a luxury; it's a necessity. This playbook is designed to guide CMOs through the complexity of today's MarTech landscape, offering strategies and insights to build a high-performing marketing technology operation.