3 things keeping brand executives up at night in 2025

Ever wondered what’s really happening in those executive meetings where marketing leaders gather to share their unfiltered thoughts? Recently, we hosted a Client Advisory Board meeting, bringing together CMOs, CDOs, and CIOs from some of the most forward-thinking brands for an honest conversation about what’s actually happening in their world.

What emerged was a revealing glimpse into what’s actually keeping these leaders awake at night. No theoretical discussions or aspirational buzzwords, just real challenges and practical solutions. One thread clearly connected everything we heard: traditional marketing approaches simply aren’t cutting it anymore.

1. AI that actually delivers ROI (not just promises)

“We’ve reduced a multi-week product description process to just 1-2 days,” shared one marketing executive, cutting straight through the hype to what matters: tangible results.

Gone are the days when AI was just a talking point in quarterly presentations. Today’s marketing leaders are implementing AI solutions that deliver measurable outcomes across their operations:

A CIO described how their voice AI implementation has shown significant potential to reduce call center hours while maintaining customer satisfaction. Another leader shared how they’re using Notebook LLM to create podcasts for store training and converting loyalty survey feedback into engaging content.

The most impressive applications go beyond automating existing processes:

• Dynamic product pages that reshape themselves based on customer queries. 
• Digital modeling that transforms simple product shots into full displays without expensive photoshoots. 
• Automated segmentation that generates both customer groupings and the language to describe them.

The focus has shifted from “if” marketing leaders should implement AI to “how extensively”, with implementation scales ranging from assisted creation to fully automated campaign management.

2. Navigating economic headwinds with cross-functional agility

The current economic situation—particularly the impact of tariffs—has forced marketing teams out of their traditional silos. Our research shows that 80% of surveyed companies are bringing supply chain and marketing teams together more closely than ever before.

This isn’t just about external communication. As one marketing leader shared, “Some of our younger employees, Gen Z and younger, actually thought they were going to lose their jobs because of the tariffs. We had to do some internal damage control.” They explained that they “communicated internally more than externally” while ensuring store associates had appropriate talking points for customer inquiries.

The challenge is especially acute for seasonal merchandise. One CIO pointed out, “We remodel stores, we open new stores. The fixtures are imported from China. The Halloween supplies and party supplies are all made in China, and the Christmas plastic trees are all made in China. So it’s going to be a very interesting 2025.”

What’s emerging is a more integrated approach to marketing that acknowledges economic realities while maintaining brand integrity. The most successful brands aren’t hiding from these challenges. They’re addressing them head-on while being careful about what they communicate publicly, given the volatility of the situation.

Want more specific guidance on navigating these tariff-related challenges? Check out our tariff response checklist: 5 unexpected ways tariffs are affecting retailers (and 10 actions you can take next week).

3. The death of the linear customer journey

The traditional marketing funnel is on the way out. Today’s customers don’t follow predictable paths. They zigzag between channels, platforms, and touchpoints in ways that defy conventional mapping.

One retail CIO shared how they’ve categorized customers by interest: fashion, clearance, sports, with two data models—one targeting propensity and one for trends. This distinction between inherent tendencies (propensity) and time-sensitive factors (trends) creates a more nuanced approach to reaching customers.

The insights around intentional shopping behavior were eye-opening. “At any given time, we have about half a million units in abandoned carts,” revealed the same CIO, explaining that many customers “purposely put their items in the basket and do not check out” while waiting for promotional offers. Direct shopping through social platforms isn’t just growing, it’s becoming a primary pathway for younger consumers.

As another CIO explained, “Everything’s moving to Perplexity chats and direct shopping models. Our younger demographic… they’re buying everything on Instagram and TikTok. They’re not even going to Google.”

This shift requires a fundamental rethinking of how brands engage with their audience. It’s no longer enough to optimize for traditional search, content must now be structured for AI readability and discovery through conversational interfaces.

What it all means for your brand

The thread connecting these three challenges is that traditional approaches aren’t cutting it anymore. The brands seeing success are those willing to experiment with new technologies, collaborate across traditional boundaries, and fundamentally rethink how they connect with customers.

The pace of change is only accelerating. For marketing leaders, the question isn’t whether to adapt, but how quickly they can implement these evolving approaches while maintaining operational excellence.

What’s keeping you up at night? If these challenges resonate with your experience, you’re not alone. The brands that will thrive in this environment aren’t necessarily the ones with the biggest budgets, but those most willing to embrace the complexity of today’s marketing landscape with creativity and pragmatism.

These insights were gathered from Cordial’s Client Advisory Board meeting, bringing together marketing leaders from innovative brands to share challenges and strategies. All insights have been anonymized to encourage candid discussion.