AI makes it personal

13th October 2026 |   Chris Daly FCIM

Why it’s vital to close the AI skills gap without losing customer trust.

Today’s generation of marketing and sales professionals are privileged and challenged to be facing the most aggressive collision of operational efficiency and brand equity in the history of modern commerce.

As artificial intelligence begins to reshape how marketing and sales departments operate, the Chartered Institute of Marketing (CIM) commissioned research into the views of more than 2,500 marketing decision makers and consumers to discover how organisations are adapting to the rise of AI, and how the public view the technology.

There are fears that the boardroom’s current interpretation of this technology is still too narrow, and view AI purely through the lens of cost reduction and short-term productivity gains. However, it is encouraging to see that many organisations recognise that, while cost savings remain a factor, AI’s real value lies in its ability to act as a competitive differentiator.

Chief Executive at Chartered Institute of Marketing (CIM) | + posts

Chris Daly FCIM was appointed Chief Executive of the Chartered Institute of Marketing (CIM) in March 2016. In his position, Chris has implemented an effective programme of modernisation of the organisation, steering it through a period of transformation to ensure that CIM remains relevant to a continually evolving marketing profession. He has used his role to promote a higher standard of professionalism in marketing, which in turn has a direct impact on supporting businesses of all sizes to be successful to the benefit of employees, customers, and society as a whole, as per the Objects of CIM’s Royal Charter. Chris is also a regular commentator in the media on the issues that affect the marketing profession.