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2025 Gartner® Report: Develop an AI Strategic Roadmap for Marketing

2025 Gartner® Report: Develop an AI Strategic Roadmap for Marketing

Discover how CMOs can evolve AI-enabled capabilities and leverage the human-machine relationship across strategic planning horizons to reach marketing goals.
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Deliver contextual solution expertise with AI to website visitors & sales reps. Increase pipeline generation by 15% at the top of the funnel and improve seller efficiency by 33% across the board.
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Unlock critical analyst insights and actionable frameworks, including

  • 1.

    The three strategic stages of AI implementation: AI as a Tool, AI as an Agent, and AI as an Influencer

  • 2.

    How to balance short-term execution wins with long-term strategic planning to avoid the pitfalls of reactive AI adoption?

  • 3.

    Gartner guidance on overcoming the top barriers to successful AI utilization (data quality, talent gaps, and trust concerns

  • 4.

    Practical recommendations for preparing your marketing organisation for machine customers and AI-influenced buying decisions

  • 5.

    How Docket's Marketing Agent accelerates your journey from AI experimentation to autonomous pipeline generation? 
GARTNER is a registered trademark and service mark of Gartner, Inc. and/or its affiliates in the U.S. and internationally and are used herein with permission. All rights reserved.
Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner's research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.

The Marketing AI Paradox

CMOs are leading the charge on GenAI adoption, with nearly 70% of enterprise marketers already implementing or planning to implement the technology within six months. Yet despite being "first movers," many struggle to identify business value beyond easy-to-evaluate use cases like operational efficiency.
The challenge is clear:
Without a strategic roadmap for differentiation, most brands will end up at the same dead end, achieving marginal productivity gains while missing the transformative potential of AI.
14-18 minute consultations
  • Short-term execution is overshadowing long-term strategic planning
  • No proven best practices exist for GenAI applications in marketing
  • Early adopters are learning by making mistakes within critical business functions
  • The gap between AI experimentation and measurable business impact continues to widen
Short-Term (6-12 months): 
How to prove AI value through low-risk internal use cases that go beyond cost savings to solving problems that create new ways to engage customers and drive revenue?
Mid-Term (18-36 months): 
Implementing guardrails to shape autonomous AI interactions while preparing for agents that can act on behalf of both employees and customers.
Long-Term (3-5 years): 
Preparing for machine-influenced decision making where AI becomes an influencer in the buying process, fundamentally changing the brand-customer relationship.
This covers everything you need to use
AI as a Tool
Focus: Low-risk internal use cases that prove value quickly
  • How to evaluate internal applications and prioritise use cases
  • Strategies to move from efficiency to effectiveness
  • Mitigating risk while building an AI-first culture
  • Connecting marketing's AI contributions to enterprise objectives
This covers everything you need to use
‍AI as an Agent
Focus: Guardrails for autonomous interactions
  • Implementing agents that act on behalf of customers and employees
  • Developing quality brand content for pivotal customer moments
  • Optimising metadata and unstructured data for AI learning
  • Balancing brand differentiation with logic-based tools for machine customers
This covers everything you need to use AI as an Influencer
Focus: Preparing for machine-influenced decision making
  • Rethinking the brand-customer relationship for machine customers
  • Identifying scenarios where products could be utilised by AI agents
  • Adopting composable approaches to marketing technology
  • Preparing for the unexpected influx of machine-driven requests

The Window for Strategic Advantage is Closing

According to Gartner 2024 Generative AI Planning Survey, marketing is at the forefront of GenAI adoption but competitive advantage won't come from adoption alone.
It will come from strategic implementation and acting quick.
Key findings from the research:
70% of enterprise marketers are implementing or planning to implement GenAI within six months
Less than 54% of business executives across other non-IT functions have similar plans
By 2027, 50% of people in advanced economies will have AI personal assistants working for them daily
Machine customers are expected to generate 25% of company revenue for forward-thinking organizations
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The Sales Knowledge LakeTM

Docket’s proprietary Sales Knowledge Lake™ technology unifies your company's scattered go-to-market data and builds a trusted foundation to power its AI agents
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We feel this Gartner research is essential reading for

Chief Marketing Officers
‍developing AI strategies for their organizations

VPs of Marketing
‍who are responsible for implementing AI across teams

Heads of Growth & Demand Gen
‍looking to leverage AI for pipeline generation

Marketing Operations Leaders
‍planning technology stack evolution

CMOs and Executive Teams
‍preparing for the future

Why do B2B CMOs and marketing leaders choose Docket’s marketing agent?

The Experience Gap.
Over 98% of your website visitors browse and bounce without taking action. They don't get the premium experience they deserve, no personalized attention, no expert guidance, just generic content that fails to resonate with their specific needs.
The Pipeline Gap.
Even the visitors who do convert face delays, friction, and poor experiences. Scheduled discovery calls weeks out, no-shows, missed routing, and zero visibility into what marketing actually contributed to revenue.
The Traditional Trade-Off:
Marketing leaders have been forced to choose - invest in customer experience OR focus on conversion optimization. It’s mostly been premium experiences that don't drive results, or aggressive tactics that damage brand perception.

Docket solves both: concierge conversations with a qualified pipeline.

Docket Integrations
Docket is the Marketing Agent who refuses to compromise. It delivers white-glove service to every website visitor while driving measurable business outcomes that prove marketing's revenue contribution.Our proprietary “Sales Knowledge Lake” technology builds a knowledge graph unique to your solution, ingesting product documentation, sales collateral, call recordings, customer success data, and more. Then learns from your best sellers' approaches to continuously improve.
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Improve pipeline generation & seller efficiency with Docket's AI Agents

  • Educate, qualify, and convert more website or app visitors into prospective customers
  • Capture conversation transcripts and first-party intent data directly on your CRM
  • Enable internal teams to instantly find sales answers, solution knowledge, files, and more

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Teams that use Docket see viral adoption of the product and claim they “can’t imagine life without it”
Don’t take our word for it. See it in action.

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