CMOs in the AI Era: How to Invest in Talent and Content Without Losing Control of Web Traffic

In the year of AI, continuing to create content under the same old rules is like trying to run a marathon with your shoelaces untied—it makes no sense, and you might fall behind. AI has changed the game, helping us become more efficient and competitive.

As time goes on, we are using generative AI for increasingly complex and less tactical tasks. The challenge ahead is that good writing and basic SEO knowledge will no longer be enough. More specialized talent will be needed—people who understand how algorithms work and how to create content that not only ranks but also generates real brand impact.

“CMOs and their teams must adjust their web content strategy to support or enhance the information provided to evolving search engines. The right combination of investment in people, processes, and technology is needed.”

Kassi Socha, Director of Analysis at Gartner.

According to research conducted by the Boston Consulting Group, up to a few months ago, nearly 70% of CMOs were excited about the potential of AI in marketing campaigns to enhance creativity. The dilemma many marketing professionals are facing is Creativity vs. Efficiency. As AI facilitates mass content production, brands risk losing differentiation. To counter this, more and more companies are adopting hybrid models, where AI generates drafts and options, but creative teams refine them to ensure originality and relevance.

But here’s the real twist: it’s not just about creativity—it’s about strategy. In less than a year, web content could be optimized exclusively for search engines and AI, meaning that those who fail to adapt their strategy will become invisible. In light of these changes, mastering Search Marketing will no longer be optional—it will be the only way to secure traffic and relevance while maintaining a customer-focused approach. This is also closely tied to the growing reliance of marketing teams on AI for content generation. As this trend continues, companies will need to better understand how to interact with these models to remain competitive and achieve the desired results.

Key Strategies to Enhance Content with AI

Here are some key recommendations based on the “Gartner Marketing Predictions 2025” report to enhance content in the AI era and optimize search performance:

1. Optimize Keyword Strategy with Generative AI

Search engine-optimized content is no longer just about traditional keywords. Generative AI now enables the discovery of emerging search terms and real-time content adaptation. Tools like SEMrush, Clearscope, and MarketMuse leverage AI to analyze search intent and improve content structure. At WISDO, we combine AI with data to develop actionable content strategies for SMEs, helping them operate with intelligence and efficiency. A proactive approach to keyword optimization is essential to keep up with the ever-changing search algorithms.

2. Apply GenAI to Balance SEM and SEO in Content Creation

The combination of organic SEO and paid campaigns (SEM) is crucial, but Generative AI allows for the creation of more relevant content for both channels. Tools like Skai (formerly Kenshoo) provide a unified dashboard to measure the profitability of each channel, while Adzooma and Madgicx use AI to automatically adjust paid strategies. The key is not just budget optimization but creating AI-generated content that works across both formats, ensuring long-term sustainability and a stronger digital presence.

3. Use AI to Define Success Metrics in Search Marketing

Measuring traffic and conversions alone is no longer enough. AI enables a deeper analysis of complex user behavior patterns. Platforms like Amplitude and Mixpanel use AI to detect trends and predict which content will yield the best long-term results. At WISDO, we integrate AI into our dashboards to visualize key insights, allowing businesses to adjust their content strategies in real-time.

4. Automate Content Distribution with Predictive AI

AI not only helps create content but also determines the best channels and formats for distribution to maximize impact. Tools like Optmyzr and Albert AI model various investment scenarios and automatically adjust budget distribution across SEO, SEM. This allows brands to focus on strategic AI-driven content creation, while budget optimization adjusts automatically to improve results.

Key Skills for Effective Marketing in the AI Era

Beyond tools, the true differentiator lies in talent. Here are some of the most relevant skills for CMOs and their teams in this new landscape:

• Combining specialized talent with technology. Build hybrid teams that blend creative skills with artificial intelligence, data analysis, and automation. At WISDO, we do this not only among team members but also by combining human talent with the capabilities of our intelligent assistants.
• Critical Thinking and Creativity. Evaluate and oversee AI-generated content, ensuring it meets quality standards and aligns with the brand identity.
• A team-focused approach to Data Analysis. Interpret AI-generated data and translate it into effective marketing strategies.
• Silos are a thing of the past. The new era requires integrating marketing, business, technology, and data analysis teams to successfully implement AI-driven solutions.