CMOs now put
15.3 % of marketing budgets into AI but only
30 % can scale it
WHEN THE CUSTOMER ASKS A CHATBOT INSTEAD
Somewhere right now a customer is asking a chatbot which trainers to buy, and no marketer can see the answer it gives. On 3 August, the Interactive Advertising Bureau( IAB) published the first playbook for changing that.‘ Measuring Visibility in the AI Era’ sets out how brands should measure their presence inside AI assistants and answer engines through four Ps. Presence asks whether a brand appears in AI answers at all, Prominence asks where it ranks, Portrayal asks whether the machine describes it accurately and Persuasion asks whether the answer actually moves a buyer. The IAB deliberately calls the document guidance rather than a standard, a concession to how fast the platforms beneath it keep changing, and warns that fewer than 50 tracked queries produces a directional reading rather than decision-grade measurement.
CMOs now put
15.3 % of marketing budgets into AI but only
30 % can scale it
Source: Gartner 2026 CMO Spend Survey
12 October 2026