Key Takeaways for B2B Marketers
Discussions amongst the 110,000 attendees at MWC 2025 all highlighted the role of the CMO in shaping the future. As this year’s event wrapped up, one message stood out: marketing is a driving force behind AI, digital transformation, and business innovation. CMOs are leading the charge in redefining customer experience and brand differentiation.
Here are the key takeaways:
- The MAI is here now: From Agentic Agents to hyper-personalization, AI is revolutionizing customer engagement.
Personality Engineering matters: AI must feel authentic and relatable, not just automate interactions.
The AI Kitchen mindset: Instead of focusing on individual AI applications, businesses need a framework that supports company-wide AI innovation.
Power efficiency is a priority: The future of AI depends on energy-conscious solutions.
Collaboration is key: Marketers, developers, and tech leaders must work together to shape an AI-driven future.
What Were CMOs Talking About at MWC 2025?
From AI’s disruptive power to redefining customer experience, CMOs took centre stage in advocating for industry change. Here’s what dominated the agenda:
The Rise of the CMO Circle: Marketing’s Influence Grows
A standout moment at MWC 2025 was the launch of The CMO Circle, a GSMA initiative designed to bring marketing and business leaders into traditionally tech-focused discussions. Founding member Gil Rosen, CMO of Amdocs, emphasized the importance of this new space:
“In the AI-driven future, technology alone isn’t enough—how you bring it to market is just as important.”
The CMO Circle is set to become a crucial platform for discussions on go-to-market strategies, brand differentiation, and customer experience innovation.
AI’s Evolution: From Automation to Intelligence
AI dominated discussions, with Gil Rosen spotlighting the rise of Agentic Agents—AI-powered digital assistants that go beyond task automation. Amdocs’ AI assistant Lily represents the next phase of AI-driven customer interactions. Unlike traditional chatbots, Lily adapts her communication style based on customer history, preferences, and emotional tone. This shift, which Rosen calls “Personality Engineering,” ensures AI aligns with brand voice and customer expectations.
The Future-Ready CMO: From Brand Custodian to Digital Visionary
CMOs are evolving beyond brand management into digital transformation leaders. Stella Medlicott, CMO of Ericsson, highlighted this shift:
“We are no longer just brand custodians; we are digital visionaries driving transformation through AI, data, and advanced analytics.”
In a session led by Lara Dewar, CMO of GSMA, Medlicott explored how AI and 5G-powered hyper-personalization are unlocking new ways to engage customers. She cited Ericsson’s ‘Make it Memorable’ campaign as an example of AI and 5G creating immersive brand experiences, demonstrating marketing’s potential at scale.
Powering AI: The Challenge of Energy Efficiency
With AI’s growth comes the urgent challenge of energy efficiency. Ami Badani, CMO of Arm, used her platform at MWC to stress the need for sustainable AI:
“AI has the potential to transform billions of lives. But if we don’t solve its power challenge, this promising future is at risk. Now’s the time for action.”
Speaking alongside Anna Borg (Vattenfall) and Peter Sarlin (AMD Silo AI), Ami Badani emphasized the need for energy efficiencies across the AI stack to ensure scalability. She highlighted how the democratization of AI will push us into new AI applications, as more people gain coding skills. However, achieving this requires energy-efficient solutions to support growing demand.
Wrapping Up: The CMO’s Role in the AI Revolution
MWC 2025 made one thing clear: CMOs are no longer just marketers—they are AI strategists, digital visionaries, and transformation leaders. As AI reshapes industries, marketing will be the bridge between technology and customer experience. The future belongs to those who can harness AI’s power while ensuring authenticity, innovation, and sustainability.