LONDON — Artificial intelligence will reshape the roles of chief communications officers and chief marketing officers, while efforts to advance diversity, equity, and inclusion are losing steam, according to this year’s Influence 100 survey.

The latest tranche of research in PRovoke Media’s comprehensive annual report on the world’s most influential in-house communications and marketing leaders, focused on changing leadership roles, AI, DEI and ESG,  reveals a significant increase in the adoption of AI tools.

Regular use of generative AI tools among the Influence 100’s teams has jumped to 23% from just 5% last year, with 33% of respondents using them moderately. Only 7% reported not using AI at all, down from 14% last year.

In parallel, CCOs are increasingly taking on strategic business functions traditionally managed by CMOs, including technology, sustainability, and business strategy. “What used to be in a CMO’s role is now coming into the CCO role,” noted one respondent, highlighting the growing integration of these roles.

While AI's potential to boost efficiency and allow for more strategic work is acknowledged, there are concerns about job displacement. One respondent warned” “AI will eliminate the entry-level roles we have today and will completely change how people get their work done.”

Additionally, the ethical implications of AI, particularly regarding disinformation, remain a concern. “There are also huge issues with disinformation, fake content, and news,” as one of our Influencer 100 said.

The survey indicates the continuation of a worrying trend in DE&I efforts. The percentage of respondents insisting on ethnically diverse teams at their PR agencies dropped to 69.5%, from 78% last year and 83% in 2022. In contrast, there was a slight improvement in those prioritizing gender balance, with 69.5% emphasizing the need for gender-balanced account teams, up from 67%.

Commitment to recruiting and promoting neurodiverse individuals and those with disabilities remains low, at 27% and 36%, respectively. One respondent called for greater transparency and accountability: "Publish DEI stats in quarterly and annual reports. Nothing helps bring more change than public accountability."

Environmental sustainability, once a leading concern, has seen a decline in prioritization among in-house communicators, with only 22% citing it as a key area, down from 41% last year. However, the focus on brand purpose has surged, with 38% of respondents now viewing it as their primary "social good" priority, up from 30% last year. Corporate giving has also experienced a resurgence, with 12% highlighting it as a priority, compared to just 5% last year.

The full results of our qualitative and quantitative research into the future challenges for CCOs and CMOs and their views on diversity, ESG and AI can be found here, along with their views on integration, measurement and use of data and analytics.

The Influence 100 report can be found here, including profiles of all 100 leaders and Q&As with a selection of this year’s cohort; insights into their demographics and background; and research into budgets and how they manage agencies.