Tomorrow - ein McKinsey Podcast Marketing in Europa: Mehr Budget, höhere Erwartungen
Jan 29, 2026
Caroline Meder, Associate Partner in Munich specializing in marketing effectiveness and tech-driven personalization. Thomas Bauer, Partner focused on marketing strategy and digital transformation. They discuss rising European marketing budgets and ROI pressure. They contrast GenAI frontrunners with laggards. They explore scalable GenAI use cases like personalization, content production, and measurement approaches.
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Episode notes
Budgets Rising Amid Pressure To Prove ROI
- 72% of European CMOs plan to increase marketing budgets despite last year's media-price losses.
- This shows strong belief in Europe’s growth potential but raises pressure to prove marketing effectiveness.
GenAI Is Undervalued Despite Clear Efficiency Gains
- Generative AI ranks low on CMOs' priority lists despite leaders already gaining over 20% efficiency.
- Falling behind risks both short-term efficiency and long-term customer-experience innovation.
Prioritize Customer-Facing GenAI Use Cases
- Focus on a few high-impact GenAI customer-facing use cases like personalization and content production.
- Build data-as-product, robust infrastructure, clear AI rules, and upskill employees to scale successfully.