42% of CMOs monitor AI brand accuracy
Research highlights growing pressure on marketing leaders to improve brand visibility and accuracy across AI-driven customer journeys, while maintaining human engagement.
More than two in five chief marketing officers are taking steps to monitor and correct misinformation about their brands in AI-generated content, as artificial intelligence becomes an increasingly influential part of how customers discover and evaluate organisations.
According to new research from Gartner, 42% of CMOs have introduced measures to monitor and address inaccurate brand information appearing in AI-generated outputs.
The survey of 408 senior marketing leaders, conducted between July and August 2026, also found that 61% have adapted their content strategies to improve machine readability and visibility across AI-driven environments.
The findings point to a growing responsibility for marketing teams to ensure their brands are accurately represented not only across traditional digital channels, but also in AI-powered search, assistants and agents.
As consumers and business buyers increasingly turn to AI tools to research products and services, inaccurate information has the potential to shape perceptions and influence purchasing decisions.
Sharon Cantor Ceurvorst, vice president analyst in Gartner's Marketing practice, said: "Marketing leaders can no longer take a passive approach to brand representation in AI-generated experiences. They must build machine-readable brands, so their trusted, distinctive brand elements show up in AI summaries."
However, the research suggests that improving visibility within AI-driven experiences is only one part of the challenge.
Despite growing investment in AI, 94% of marketing leaders plan to increase spending on human touchpoints over the next year, highlighting the continued importance of personal interactions in building customer relationships and trust.
Cantor Ceurvorst said that as customers delegate more of their purchasing journeys to AI assistants and agents, the remaining human interactions will become more significant.
Organisations that combine stronger visibility across AI-driven environments with meaningful human experiences will be better positioned to build trust and influence buying decisions, she added.
The findings underline how the role of marketing is evolving as AI becomes more embedded in customer journeys.
For financial services brands, where reputation, accuracy and trust are particularly important, maintaining consistent brand information across both human and AI-powered channels is becoming an increasingly important consideration.
Gartner's report, CMOs: Design Customer Journeys for Both Human and AI Personas, explores how marketing leaders can adapt customer journeys to account for both human audiences and AI systems.
Find out more here: https://www.gartner.com/account/signin?method=initialize&TARGET=https%3A%2F%2Fwww.gartner.com%2Fdocument%2Fcode%2F861750%2Fpreview