{"id":2017259,"date":"2026-06-29T15:01:14","date_gmt":"2026-06-29T12:01:14","guid":{"rendered":"https:\/\/analyse.optim.biz\/?p=2017259"},"modified":"2026-06-29T15:01:14","modified_gmt":"2026-06-29T12:01:14","slug":"mckinseys-kelsey-robinson-on-why-ai-is-creating-more-anxiety-than-impact-in-marketing","status":"publish","type":"post","link":"https:\/\/analyse.optim.biz\/?p=2017259","title":{"rendered":"McKinsey&#8217;s Kelsey Robinson on why AI is creating more anxiety than impact in marketing"},"content":{"rendered":"<p>[analyse_image type=&#8221;featured&#8221; src=&#8221;https:\/\/images.euronews.com\/articles\/stories\/09\/81\/52\/43\/1200x675_cmsv2_fa503df9-b64e-5a7c-ade0-2c891490ded4-9815243.jpg&#8221;]<\/p>\n<article id=\"abe-2905107-pos1-c-latest-stories\" class=\"the-media-object m-modeMobile-1 m-modeDesktop-1 m-modeXL-1\" data-nid=\"2905107\" data-cid=\"9814483\" data-part-label=\"Partner content\">\n<figure id=\"abe-2905107-label-pos1-c-latest-stories\" class=\"the-media-object__figure\"><img decoding=\"async\" class=\"the-media-object__image\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/81\/44\/83\/189x106_cmsv2_1325e017-4e74-515c-8352-0bdd453fad5c-9814483.jpg\" loading=\"lazy\" alt=\"Ukraine&apos;s President Volodymyr Zelenskyy, right, greets Hungary&apos;s Prime Minister Peter Magyar, center, next to European Council President Antonio Costa during a round table mee\" height=\"9\" width=\"16\"><\/figure>\n<div class=\"the-media-object__content\">\n                    Europe News<\/p>\n<div class=\"the-media-object__title  \">\n<p>    Why P\u00e9ter Magyar is reluctant to align with the EU on Ukraine\n  <\/p><\/div>\n<\/div>\n<\/article>\n<article id=\"abe-2905830-pos2-c-latest-stories\" class=\"the-media-object m-modeMobile-1 m-modeDesktop-1 m-modeXL-1\" data-nid=\"2905830\" data-cid=\"9817683\" data-part-label=\"Partner content\">\n<figure id=\"abe-2905830-label-pos2-c-latest-stories\" class=\"the-media-object__figure\"><img decoding=\"async\" class=\"the-media-object__image\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/81\/76\/83\/189x106_cmsv2_39a8a0a0-746f-536c-b232-ea8571d0d97d-9817683.jpg\" loading=\"lazy\" alt=\"The June heatwave has broken historical records across Europe.\" height=\"9\" width=\"16\"><\/figure>\n<div class=\"the-media-object__content\">\n                    Europe News<\/p>\n<div class=\"the-media-object__title  \">\n<p>    Neither pro nor con: EU declines to take stand on AC amid heatwave\n  <\/p><\/div>\n<\/div>\n<\/article>\n<article id=\"abe-2904963-pos3-c-latest-stories\" class=\"the-media-object m-modeMobile-1 m-modeDesktop-1 m-modeXL-1\" data-nid=\"2904963\" data-cid=\"9813961\" data-part-label=\"Partner content\">\n<figure id=\"abe-2904963-label-pos3-c-latest-stories\" class=\"the-media-object__figure\"><img decoding=\"async\" class=\"the-media-object__image\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/81\/38\/63\/189x106_cmsv2_788a7c61-fa2b-545e-afd5-0b449ce80f80-9813863.jpg\" loading=\"lazy\" alt=\"Margaritis Schinas\" height=\"9\" width=\"16\"><\/figure>\n<div class=\"the-media-object__content\">\n                    Earth News<\/p>\n<div class=\"the-media-object__title  \">\n<p>    Greek fishers will be paid to catch invasive pufferfish\n  <\/p><\/div>\n<\/div>\n<\/article>\n<article id=\"abe-2905724-pos4-c-latest-stories\" class=\"the-media-object m-modeMobile-1 m-modeDesktop-1 m-modeXL-1\" data-nid=\"2905724\" data-cid=\"9817019\" data-part-label=\"Partner content\">\n<figure id=\"abe-2905724-label-pos4-c-latest-stories\" class=\"the-media-object__figure\"><img decoding=\"async\" class=\"the-media-object__image\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/81\/70\/19\/189x106_cmsv2_9ea1995c-b722-5894-9448-95df4446b008-9817019.jpg\" loading=\"lazy\" alt=\"Tourists enjoy cooling off at a public water fountain In Paris, Friday, June 26, 2026. (AP Photo\/Christophe Ena )\" height=\"9\" width=\"16\"><\/figure>\n<div class=\"the-media-object__content\">\n                    Europe News<\/p>\n<div class=\"the-media-object__title  \">\n<p>    Keeping cool has become Europe&#8217;s latest climate class war\n  <\/p><\/div>\n<\/div>\n<\/article>\n<article id=\"abe-2905107-pos1-c-latest-stories-sidebar\" class=\"the-media-object m-modeMobile-2 m-modeDesktop-2 m-modeXL-2\" data-nid=\"2905107\" data-cid=\"9814483\" data-part-label=\"Partner content\">\n<figure id=\"abe-2905107-label-pos1-c-latest-stories-sidebar\" class=\"the-media-object__figure\"><img decoding=\"async\" class=\"the-media-object__image\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/81\/44\/83\/189x106_cmsv2_1325e017-4e74-515c-8352-0bdd453fad5c-9814483.jpg\" loading=\"lazy\" alt=\"Ukraine&apos;s President Volodymyr Zelenskyy, right, greets Hungary&apos;s Prime Minister Peter Magyar, center, next to European Council President Antonio Costa during a round table mee\" height=\"9\" width=\"16\"><\/figure>\n<div class=\"the-media-object__content\">\n                    Europe News<\/p>\n<div class=\"the-media-object__title  \">\n<p>    Why P\u00e9ter Magyar is reluctant to align with the EU on Ukraine\n  <\/p><\/div>\n<\/div>\n<\/article>\n<article id=\"abe-2905830-pos2-c-latest-stories-sidebar\" class=\"the-media-object m-modeMobile-2 m-modeDesktop-2 m-modeXL-2\" data-nid=\"2905830\" data-cid=\"9817683\" data-part-label=\"Partner content\">\n<figure id=\"abe-2905830-label-pos2-c-latest-stories-sidebar\" class=\"the-media-object__figure\"><img decoding=\"async\" class=\"the-media-object__image\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/81\/76\/83\/189x106_cmsv2_39a8a0a0-746f-536c-b232-ea8571d0d97d-9817683.jpg\" loading=\"lazy\" alt=\"The June heatwave has broken historical records across Europe.\" height=\"9\" width=\"16\"><\/figure>\n<div class=\"the-media-object__content\">\n                    Europe News<\/p>\n<div class=\"the-media-object__title  \">\n<p>    Neither pro nor con: EU declines to take stand on AC amid heatwave\n  <\/p><\/div>\n<\/div>\n<\/article>\n<article id=\"abe-2904963-pos3-c-latest-stories-sidebar\" class=\"the-media-object m-modeMobile-2 m-modeDesktop-2 m-modeXL-2\" data-nid=\"2904963\" data-cid=\"9813961\" data-part-label=\"Partner content\">\n<figure id=\"abe-2904963-label-pos3-c-latest-stories-sidebar\" class=\"the-media-object__figure\"><img decoding=\"async\" class=\"the-media-object__image\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/81\/38\/63\/189x106_cmsv2_788a7c61-fa2b-545e-afd5-0b449ce80f80-9813863.jpg\" loading=\"lazy\" alt=\"Margaritis Schinas\" height=\"9\" width=\"16\"><\/figure>\n<div class=\"the-media-object__content\">\n                    Earth News<\/p>\n<div class=\"the-media-object__title  \">\n<p>    Greek fishers will be paid to catch invasive pufferfish\n  <\/p><\/div>\n<\/div>\n<\/article>\n<article id=\"abe-2905724-pos4-c-latest-stories-sidebar\" class=\"the-media-object m-modeMobile-2 m-modeDesktop-2 m-modeXL-2\" data-nid=\"2905724\" data-cid=\"9817019\" data-part-label=\"Partner content\">\n<figure id=\"abe-2905724-label-pos4-c-latest-stories-sidebar\" class=\"the-media-object__figure\"><img decoding=\"async\" class=\"the-media-object__image\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/81\/70\/19\/189x106_cmsv2_9ea1995c-b722-5894-9448-95df4446b008-9817019.jpg\" loading=\"lazy\" alt=\"Tourists enjoy cooling off at a public water fountain In Paris, Friday, June 26, 2026. (AP Photo\/Christophe Ena )\" height=\"9\" width=\"16\"><\/figure>\n<div class=\"the-media-object__content\">\n                    Europe News<\/p>\n<div class=\"the-media-object__title  \">\n<p>    Keeping cool has become Europe&#8217;s latest climate class war\n  <\/p><\/div>\n<\/div>\n<\/article>\n<article class=\"helper-site-row o-article-newsy\">\n<div class=\"helper-site-container o-article-newsy__container\">\n<div class=\"o-article-newsy__main\">\n<header class=\"h-grid o-article-newsy__main__header\">\n<nav aria-label=\"Breadcrumbs\" class=\"c-article-breadcrumbs\">\n<div id=\"adb-article-breadcrumb\" class=\"c-article-breadcrumbs__list\">\n<p>                          Culture<\/p>\n<p>                          Culture news<\/p><\/div>\n<\/nav>\n<h1 class=\"c-article-redesign-title\">\n                            McKinsey&#8217;s Kelsey Robinson on why AI is creating more anxiety than impact in marketing<\/h1>\n<div class=\"c-article-image-video u-position-relative \">\n<div class=\"js-superdiv u-aspect-ratio-16x9 u-position-relative \" data-sponsored=\"Partner content\"><img fetchpriority=\"high\" decoding=\"async\" class=\"js-poster-img c-article-media__img\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/81\/52\/43\/1536x864_cmsv2_fa503df9-b64e-5a7c-ade0-2c891490ded4-9815243.jpg\" width=\"1536\" height=\"864\" loading=\"eager\" alt=\"Kelsey Robinson on why AI is creating more anxiety than impact in marketing\"><\/div>\n<div class=\"c-article-caption u-position-absolute\"><i id=\"article-caption-content\" class=\"c-article-caption__content\"><span class=\"c-article-caption__text\"><br \/>\n              Kelsey Robinson on why AI is creating more anxiety than impact in marketing<br \/>\n                    <span class=\"u-color-white\">&#8211;\u00a0<\/span><span class=\"c-article-caption__copyright\">Copyright\u00a0<\/span><span class=\"c-article-caption__credit\">Credit: Euronews Culture\/Theo Farrant<\/span><\/span><\/i><\/div>\n<div class=\"c-article-image-copyright c-article-image-copyright--novideo\">\n      Copyright\u00a0Credit: Euronews Culture\/Theo Farrant\n  <\/div>\n<\/div>\n<\/header>\n<div class=\"h-grid o-article-newsy__main__body u-article-content\">\n<div class=\"o-article-newsy__contributors-publication-date\">\n<div class=\"c-article-contributors\">\n  By&amp;nbspTheo Farrant&amp;nbsp&amp;&amp;nbspTokunbo Salako\n<\/div>\n<div class=\"c-article-publication-date\" data-timestamp=\"1782745274\">\n         Published on<br \/>\n            <time datetime=\"2026-06-29 17:01:14 +02:00\">29\/06\/2026 &#8211; 17:01 GMT+2<\/time><\/div>\n<\/div>\n<div class=\"c-article-share-comment u-align-items-center u-display-flex\"><span class=\"c-article-share-comment__links u-align-items-center u-display-flex u-justify-content-center js-c-article-share-comment-share\"><span class=\"c-article-share-comment__label\">Share<\/span><\/span><span class=\"c-article-share-comment__label\">Comments<\/span><span 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class=\"u-display-flex u-gap-1 u-show-for-mobile-only\"><img decoding=\"async\" src=\"https:\/\/static.euronews.com\/website\/images\/vector\/social-icons\/article-redesign-threads.svg\" width=\"24\" height=\"24\" alt=\"threads\" loading=\"lazy\"><span>Threads<\/span><\/span><img decoding=\"async\" src=\"https:\/\/static.euronews.com\/website\/images\/vector\/social-icons\/article-redesign-threads.svg\" width=\"48\" height=\"48\" alt=\"threads\" class=\"u-show-for-desktop\" loading=\"lazy\"><span class=\"u-display-flex u-gap-1 u-show-for-mobile-only\"><img decoding=\"async\" src=\"https:\/\/static.euronews.com\/website\/images\/vector\/social-icons\/article-redesign-whatsapp.svg\" width=\"24\" height=\"24\" alt=\"whatsapp\" loading=\"lazy\"><span>Whatsapp<\/span><\/span><img decoding=\"async\" src=\"https:\/\/static.euronews.com\/website\/images\/vector\/social-icons\/article-redesign-whatsapp.svg\" width=\"48\" height=\"48\" alt=\"whatsapp\" class=\"u-show-for-desktop\" loading=\"lazy\"><\/div>\n<div class=\"c-article-share-comment-popup__content__embed_container u-display-none\"><span class=\"c-article-share-comment-popup__content__embed__tooltip\"><br \/>\n                            Copy\/paste the article video embed link below:<br \/>\n                        <\/span><span class=\"c-article-share-comment-popup__content__embed u-display-flex\"><img decoding=\"async\" src=\"https:\/\/static.euronews.com\/website\/images\/vector\/icon-copy-to-clipboard.svg\" width=\"16\" height=\"16\" alt=\"Copy to clipboard\" class=\"u-cursor-pointer js-c-article-share-comment-copy\" loading=\"lazy\"><span class=\"c-article-share-comment-popup__content__embed--success-copied u-display-none js-c-article-share-comment-video-embed-success-link-copied\"><br \/>\n                                Copied<br \/>\n                            <\/span><\/span><\/div>\n<\/div>\n<\/div>\n<\/div>\n<h2 class=\"c-article-summary\">\n        At Cannes Lions, management consultant Kelsey Robinson breaks down McKinsey&#8217;s new research showing a paradox in AI adoption: marketers are widely using AI and excited by it, but many also fear its impact on their roles.<br \/>\n    <\/h2>\n<div class=\"c-article-content c-article-content--culture js-article-content\">\n<p>At Cannes Lions, where the global marketing industry gathers each year to explore what&#8217;s next, one topic unsurprisingly dominated the conversation: artificial intelligence.<\/p>\n<div>\n<div class=\"c-ad u-show-for-mobile-only\">\n<div class=\"c-ad__placeholder\"><img decoding=\"async\" class=\"c-ad__placeholder__logo\" src=\"https:\/\/static.euronews.com\/website\/images\/logos\/logo-euronews-stacked-outlined-72x72-grey-9.svg\" width=\"72\" height=\"72\" alt loading=\"lazy\"><span>ADVERTISEMENT<\/span><\/div>\n<\/div>\n<div class=\"c-ad u-show-for-desktop\">\n<div class=\"c-ad__placeholder\"><img decoding=\"async\" class=\"c-ad__placeholder__logo\" src=\"https:\/\/static.euronews.com\/website\/images\/logos\/logo-euronews-stacked-outlined-72x72-grey-9.svg\" width=\"72\" height=\"72\" alt loading=\"lazy\"><span>ADVERTISEMENT<\/span><\/div>\n<\/div>\n<\/div>\n<p>AI is already widely used across marketing teams &#8211; but according to strategy and management consulting firm McKinsey&#8217;s latest research, that doesn&#8217;t mean organisations are truly ready for it. <\/p>\n<p>Behind the excitement sits a more complicated reality: anxiety about jobs, uncertainty about how to adapt, and a gap between using AI and actually seeing value from it.<\/p>\n<p>McKinsey&#8217;s report published during Cannes Lions, titled <em>From anxiety to advantage: A marketing organisation that thrives with AI<\/em>, draws on a survey of more than 500 marketers alongside interviews with senior leaders. <\/p>\n<p>It shows a clear disconnect &#8211; most marketers are using AI regularly and are excited about its potential, but many are also worried about what it means for their roles. <\/p>\n<p>In this interview with Euronews Culture at Cannes Lions, McKinsey Senior Partner Kelsey Robinson discusses these findings and what they mean for CMOs navigating the shift to AI-driven marketing.<\/p>\n<div class=\"widget widget--type-image widget--size-fullwidth widget--animation-fade-in widget--align-center\" data-ratio=\"0.5625\">\n<div class=\"widget__wrapper\">\n<div class=\"widget__ratio widget__ratio--auto\">\n<div class=\"widget__contents\">\n<figure class=\"widget__figure\"><img decoding=\"async\" class=\"widgetImage__image\" loading=\"lazy\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/81\/52\/43\/808x454_cmsv2_6b30246c-b9d3-5f51-92ca-3a5b1e70e611-9815243.jpg\" alt=\"McKinsey Senior Partner Kelsey Robinson chatting to Euronews Culture&apos;s Tokunbo Salako at Cannes Lions \"><figcaption class=\"widget__caption\"><span class=\"widget__captionWrap\"><span class=\"widget__captionText\">McKinsey Senior Partner Kelsey Robinson chatting to Euronews Culture&#8217;s Tokunbo Salako at Cannes Lions <\/span><span class=\"widget__captionCredit\">Credit: Theo Farrant<\/span><\/span><\/figcaption><\/figure>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<h2>Euronews Culture: Tell us about what McKinsey have put out for Cannes Lions.<\/h2>\n<p><strong>Kelsey Robinson:<\/strong> So we did two different articles that launched on Monday, actually, for Cannes really. One was overall research where we talked about the new five capabilities for marketing &#8211; like what should those be, what do those look like. <\/p>\n<p>And one piece of research where, with Kellogg and Google, we actually went to talk to, I think, a thousand different marketers across the world, from CMOs all the way down, to understand what is actually happening with AI, how do you feel about it, and what are the barriers to progress.<\/p>\n<h2>Generally, after doing that straw poll, what was the sentiment you picked up? Was it mostly positive, or more fear and anxiety? Or do people see AI as an opportunity?<\/h2>\n<p>I think it has a decent amount of anxiety in it, and that is a lot of what we were trying to unpack and understand. So I\u2019d say maybe two main insights.<\/p>\n<p>One: lots of companies are using AI. 88% of companies are using AI. When we ask marketers, over 60% of them are saying that they\u2019re using it multiple times a week. But then less than 10% of those companies say they\u2019ve actually really seen value capture from it. And so there\u2019s this disconnect between usage and the aspiration, and real business impact.<\/p>\n<p>The second main insight was there\u2019s a lot of anxiety, and we need to move from anxiety to advantage &#8211; that\u2019s how I like to say it. So if you go and talk to the marketing teams, they are really excited about AI, right? So 86% of them are like, this is great, I\u2019m excited about using AI within my job in marketing. That could be anyone from a copywriter to the CMO to a media optimisation analyst. <\/p>\n<p>So 86% are excited, but 57% are super anxious. Okay, well what does it mean then? If you talk to the CMO, 96% of them are excited, 71% are anxious. And what was most shocking to me is 80% of them were actually worried about their job.<\/p>\n<h2>And what surprised you about that? I would have assumed that with this level of anxiety, people would tend to think about themselves first.<\/h2>\n<p>Yeah, I think we might have expected maybe certain roles to feel more anxiety. And what we saw was that was widespread.<\/p>\n<p>So there was some variance, but largely every role within the marketing function had some meaningful level of anxiety. Some people might say, \u201cIs copywriting something that feels like it will be replaced sooner?\u201d They were just as anxious as folks who were thinking on the creative breakthrough ideation. <\/p>\n<p>So I think I was surprised by the lack of variation by role. And then also, to have the head leader, a CMO, I didn\u2019t expect their personal anxiety and fear to actually be higher than some of the folks on their teams. <\/p>\n<div class=\"c-widget-related\" data-stories-id data-event=\"widget_related\">\n<div class=\"c-widget-related__title\"><b class=\"c-widget-related__title__text\" lang=\"en\">Related<\/b><\/div>\n<ul class=\"c-widget-related__list\">\n<li class=\"c-widget-related__item\">LEGO&#8217;s Julia Goldin named first-ever European CMO of the Year at Cannes Lions<\/li>\n<\/ul>\n<\/div>\n<h2>What\u2019s your key advice to CMOs who are feeling that fear?<\/h2>\n<p>So a few things. First, you really have to have a narrative that isn\u2019t just about efficiency. And I think we see this in all the companies we talk to, is that AI came in, not even just to marketing, but to technology, to engineering, and other functions, and there was a very big focus on productivity and efficiency, which reads as \u201cwe are saving money, we are cutting,\u201d which I think is a reality and actually a benefit of AI.<\/p>\n<p>I think leading companies realise they can\u2019t just focus the narrative on an AI transformation that leads to cost cutting. You have to have a growth aspiration, and it should unlock growth.<\/p>\n<p>If we think about personalisation &#8211; we\u2019ve talked about this for 15 years &#8211; we are at a point where we can really realise that in a new way. That should drive growth, real growth, revenue uplift. But a lot of companies are still very focused on this as an efficiency play.<\/p>\n<p>And then I don\u2019t think it\u2019s surprising why the org isn\u2019t fully behind it, because they want to be a part of growth, they want to be a part of rewriting that next chapter of marketing, not just \u201chow can I cut costs?\u201d<\/p>\n<p>So I think that\u2019s one thing &#8211; leaders focusing on growth, not just efficiency, but both.<\/p>\n<p>I\u2019d say the second thing we see leading organisations doing is they are not waiting for perfect data. A big conversation since last year &#8211; I remember last year in Cannes &#8211; was \u201cour data is not good enough, we really need to shore up the foundation before we can make progress with AI.\u201d Sure, but there is actually value to be captured now. <\/p>\n<p>So leading organisations are kind of taking two speeds. They are figuring out where they can actually show value &#8211; maybe in customer support, maybe in some version of personalisation &#8211; and then continuing to make progress on their data foundation and rewire workflows, which is another key thing that leaders are doing.<\/p>\n<h2>How do you actually implement those ideas now, given the current climate of fear and anxiety?<\/h2>\n<p>In the research, we profile the fintech player Chime, and I think their story is one of the best ones out there. Their CMO is really focused on this as a staged organisational transformation, versus just rolling out some technology.<\/p>\n<p>So phase one is giving teams enterprise tools they need to make their day-to-day lives more effective. \u201cKelsey, you as a marketer, here are a bunch of tools. This hopefully makes your day better, lets you save time, lets you be more impactful.&#8221;<\/p>\n<p>So stage one is what I\u2019d call normalisation &#8211; normalising what it means to use AI.<\/p>\n<p>Stage two is actually transforming some of the core jobs. So where can you see value &#8211; taking something like media optimisation or customer support and really working those specific jobs and driving value through those. In the case of that company, they actually saw real value. A ten-week campaign cycle down to four, return on ad spend up by almost 20%. And that is both efficiency and growth. They were able to talk about it as a growth driver and no longer needed to think these things are all trade-offs.<\/p>\n<p>And then the third phase, which I think most companies are not quite there yet, is how do you reimagine whole workflows from front to end. In Chime\u2019s case, they call it \u201cgo-to-market AI factories\u201d &#8211; how do you take agents, humans and workflows and reimagine how all that work gets done. But that last part is an intimidating place to start. So we\u2019re seeing this phased transformation approach being really successful.<\/p>\n<h2>Looking ahead &#8211; if companies don\u2019t adopt these changes and tools &#8211; what does the future hold?<\/h2>\n<p>Yeah, I don\u2019t really think that\u2019s an option &#8211; to not do it.<\/p>\n<p>I think there will be a cohort of leading companies, and you\u2019re seeing a few break away. But again, we think it\u2019s maybe somewhere between 5 and 10% that are really figuring out how to drive value and re-architect the function. So I think if you don\u2019t do it, someone else will.<\/p>\n<p>There\u2019s this quote I\u2019ve heard many people use: \u201cIt might not be AI that takes your job, but it might be someone who\u2019s just better at using AI.\u201d So I think that is the spirit &#8211; if everyone shifts from anxiety to advantage and embraces these capabilities, then they\u2019ll be great.<\/p>\n<\/div>\n<p>                                  Go to accessibility shortcuts<\/p>\n<div class=\"c-article-share-comment u-align-items-center u-display-flex\"><span class=\"c-article-share-comment__links u-align-items-center u-display-flex u-justify-content-center js-c-article-share-comment-share\"><span class=\"c-article-share-comment__label\">Share<\/span><\/span><span class=\"c-article-share-comment__label\">Comments<\/span><span class=\"c-article-share-comment__label c-article-share-comment__label--always\">Add Euronews on Google<\/span><\/div>\n<div id=\"adb-article-you-might-also-like\" 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src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/81\/69\/43\/320x180_cmsv2_2025752a-0d8e-5d11-8822-375d05d9ed7a-9816943.jpg\" loading=\"lazy\" alt=\"\u2018Blazing Saddles\u2019 named Best Comedy of All Time by AFI as Mel Brooks turns 100 \" height=\"9\" width=\"16\"><\/figure>\n<div class=\"the-media-object__content\">\n<h3 class=\"the-media-object__title  \">\n<p>    Mel Brooks at 100: \u2018Blazing Saddles\u2019 named funniest film of all time<br \/>\n  <\/h3>\n<\/div>\n<\/article>\n<article id=\"abe-2904305-pos6-top-stories\" class=\"the-media-object m-modeMobile-2 m-modeDesktop-2 m-modeXL-2 the-media-object--no-label\" data-nid=\"2904305\" data-cid=\"9810258\" data-part-label=\"Partner content\">\n<figure id=\"abe-2904305-label-pos6-top-stories\" class=\"the-media-object__figure\"><img decoding=\"async\" class=\"the-media-object__image\" 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m-modeDesktop-3 m-modeXL-3 the-media-object--has-related the-media-object--no-label\" data-nid=\"2904571\" data-cid=\"9812055\" data-part-label=\"Partner content\">\n<div class=\"the-media-object__content\">\n<h3 class=\"the-media-object__title  \">\n<p>    Madrid, Woody Allen&#8217;s new cinematic muse<br \/>\n  <\/h3>\n<\/div>\n<\/article>\n<article id=\"abe-2904505-pos3-mostViewed\" class=\"the-media-object m-modeMobile-3 m-modeDesktop-3 m-modeXL-3 the-media-object--has-related the-media-object--no-label\" data-nid=\"2904505\" data-cid=\"9811457\" data-part-label=\"Partner content\">\n<div class=\"the-media-object__content\">\n<h3 class=\"the-media-object__title  \">\n<p>    Cate Blanchett launches free tool to protect identity from AI<br \/>\n  <\/h3>\n<\/div>\n<\/article>\n<article id=\"abe-2869731-pos4-mostViewed\" class=\"the-media-object m-modeMobile-3 m-modeDesktop-3 m-modeXL-3 the-media-object--has-video the-media-object--has-related the-media-object--no-label\" data-nid=\"2869731\" data-cid=\"9648318\" data-part-label=\"Partner content\">\n<div class=\"the-media-object__content\">\n<h3 class=\"the-media-object__title  \">\n<p>    &#8216;A heartbreaking loss&#8217;: Celebrities pay tribute to James Van Der Beek<br \/>\n  <\/h3>\n<\/div>\n<\/article>\n<article id=\"abe-2905719-pos5-mostViewed\" class=\"the-media-object m-modeMobile-3 m-modeDesktop-3 m-modeXL-3 the-media-object--has-related the-media-object--no-label\" data-nid=\"2905719\" data-cid=\"9816978\" data-part-label=\"Partner content\">\n<div class=\"the-media-object__content\">\n<h3 class=\"the-media-object__title  \">\n<p>    Dua Lipa opens library for banned and censored books in Portugal<br \/>\n  <\/h3>\n<\/div>\n<\/article>\n<div class=\"articleBody\" data-key=\"articleBody\">At Cannes Lions, where the global marketing industry gathers each year to explore what&#8217;s next, one topic unsurprisingly dominated the conversation: artificial intelligence.AI is already widely used across marketing teams &#8211; but according to strategy and management consulting firm McKinsey&#8217;s latest research, that doesn&#8217;t mean organisations are truly ready for it.Behind the excitement sits a more complicated reality: anxiety about jobs, uncertainty about how to adapt, and a gap between using AI and actually seeing value from it.McKinsey&#8217;s report published during Cannes Lions, titled From anxiety to advantage: A marketing organisation that thrives with AI, draws on a survey of more than 500 marketers alongside interviews with senior leaders.It shows a clear disconnect &#8211; most marketers are using AI regularly and are excited about its potential, but many are also worried about what it means for their roles.In this interview with Euronews Culture at Cannes Lions, McKinsey Senior Partner Kelsey Robinson discusses these findings and what they mean for CMOs navigating the shift to AI-driven marketing.Euronews Culture: Tell us about what McKinsey have put out for Cannes Lions.Kelsey Robinson: So we did two different articles that launched on Monday, actually, for Cannes really. One was overall research where we talked about the new five capabilities for marketing &#8211; like what should those be, what do those look like.And one piece of research where, with Kellogg and Google, we actually went to talk to, I think, a thousand different marketers across the world, from CMOs all the way down, to understand what is actually happening with AI, how do you feel about it, and what are the barriers to progress.Generally, after doing that straw poll, what was the sentiment you picked up? Was it mostly positive, or more fear and anxiety? Or do people see AI as an opportunity?I think it has a decent amount of anxiety in it, and that is a lot of what we were trying to unpack and understand. So I\u2019d say maybe two main insights.One: lots of companies are using AI. 88% of companies are using AI. When we ask marketers, over 60% of them are saying that they\u2019re using it multiple times a week. But then less than 10% of those companies say they\u2019ve actually really seen value capture from it. And so there\u2019s this disconnect between usage and the aspiration, and real business impact.The second main insight was there\u2019s a lot of anxiety, and we need to move from anxiety to advantage &#8211; that\u2019s how I like to say it. So if you go and talk to the marketing teams, they are really excited about AI, right? So 86% of them are like, this is great, I\u2019m excited about using AI within my job in marketing. That could be anyone from a copywriter to the CMO to a media optimisation analyst.So 86% are excited, but 57% are super anxious. Okay, well what does it mean then? If you talk to the CMO, 96% of them are excited, 71% are anxious. And what was most shocking to me is 80% of them were actually worried about their job.And what surprised you about that? I would have assumed that with this level of anxiety, people would tend to think about themselves first.Yeah, I think we might have expected maybe certain roles to feel more anxiety. And what we saw was that was widespread.So there was some variance, but largely every role within the marketing function had some meaningful level of anxiety. Some people might say, \u201cIs copywriting something that feels like it will be replaced sooner?\u201d They were just as anxious as folks who were thinking on the creative breakthrough ideation.So I think I was surprised by the lack of variation by role. And then also, to have the head leader, a CMO, I didn\u2019t expect their personal anxiety and fear to actually be higher than some of the folks on their teams.What\u2019s your key advice to CMOs who are feeling that fear?So a few things. First, you really have to have a narrative that isn\u2019t just about efficiency. And I think we see this in all the companies we talk to, is that AI came in, not even just to marketing, but to technology, to engineering, and other functions, and there was a very big focus on productivity and efficiency, which reads as \u201cwe are saving money, we are cutting,\u201d which I think is a reality and actually a benefit of AI.I think leading companies realise they can\u2019t just focus the narrative on an AI transformation that leads to cost cutting. You have to have a growth aspiration, and it should unlock growth.If we think about personalisation &#8211; we\u2019ve talked about this for 15 years &#8211; we are at a point where we can really realise that in a new way. That should drive growth, real growth, revenue uplift. But a lot of companies are still very focused on this as an efficiency play.And then I don\u2019t think it\u2019s surprising why the org isn\u2019t fully behind it, because they want to be a part of growth, they want to be a part of rewriting that next chapter of marketing, not just \u201chow can I cut costs?\u201dSo I think that\u2019s one thing &#8211; leaders focusing on growth, not just efficiency, but both.I\u2019d say the second thing we see leading organisations doing is they are not waiting for perfect data. A big conversation since last year &#8211; I remember last year in Cannes &#8211; was \u201cour data is not good enough, we really need to shore up the foundation before we can make progress with AI.\u201d Sure, but there is actually value to be captured now.So leading organisations are kind of taking two speeds. They are figuring out where they can actually show value &#8211; maybe in customer support, maybe in some version of personalisation &#8211; and then continuing to make progress on their data foundation and rewire workflows, which is another key thing that leaders are doing.How do you actually implement those ideas now, given the current climate of fear and anxiety?In the research, we profile the fintech player Chime, and I think their story is one of the best ones out there. Their CMO is really focused on this as a staged organisational transformation, versus just rolling out some technology.So phase one is giving teams enterprise tools they need to make their day-to-day lives more effective. \u201cKelsey, you as a marketer, here are a bunch of tools. This hopefully makes your day better, lets you save time, lets you be more impactful.&#8221;So stage one is what I\u2019d call normalisation &#8211; normalising what it means to use AI.Stage two is actually transforming some of the core jobs. So where can you see value &#8211; taking something like media optimisation or customer support and really working those specific jobs and driving value through those. In the case of that company, they actually saw real value. A ten-week campaign cycle down to four, return on ad spend up by almost 20%. And that is both efficiency and growth. They were able to talk about it as a growth driver and no longer needed to think these things are all trade-offs.And then the third phase, which I think most companies are not quite there yet, is how do you reimagine whole workflows from front to end. In Chime\u2019s case, they call it \u201cgo-to-market AI factories\u201d &#8211; how do you take agents, humans and workflows and reimagine how all that work gets done. But that last part is an intimidating place to start. So we\u2019re seeing this phased transformation approach being really successful.Looking ahead &#8211; if companies don\u2019t adopt these changes and tools &#8211; what does the future hold?Yeah, I don\u2019t really think that\u2019s an option &#8211; to not do it.I think there will be a cohort of leading companies, and you\u2019re seeing a few break away. But again, we think it\u2019s maybe somewhere between 5 and 10% that are really figuring out how to drive value and re-architect the function. So I think if you don\u2019t do it, someone else will.There\u2019s this quote I\u2019ve heard many people use: \u201cIt might not be AI that takes your job, but it might be someone who\u2019s just better at using AI.\u201d So I think that is the spirit &#8211; if everyone shifts from anxiety to advantage and embraces these capabilities, then they\u2019ll be great.<\/div>\n<p>[analyse_source url=&#8221;https:\/\/www.euronews.com\/culture\/2026\/06\/29\/mckinseys-kelsey-robinson-on-why-ai-is-creating-more-anxiety-than-impact-in-marketing&#8221;]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>[analyse_image type=&#8221;featured&#8221; src=&#8221;https:\/\/images.euronews.com\/articles\/stories\/09\/81\/52\/43\/1200x675_cmsv2_fa503df9-b64e-5a7c-ade0-2c891490ded4-9815243.jpg&#8221;] Europe News Why P\u00e9ter Magyar is reluctant to align with the EU on Ukraine Europe News Neither pro nor con: EU declines to take stand on AC amid heatwave Earth News Greek fishers will be paid to catch invasive pufferfish Europe News Keeping cool has become Europe&#8217;s latest climate class war Europe [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[90],"tags":[226,36],"class_list":["post-2017259","post","type-post","status-publish","format-standard","hentry","category-international","tag-crawlmanager","tag-euronews-com"],"_links":{"self":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts\/2017259","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=2017259"}],"version-history":[{"count":0,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts\/2017259\/revisions"}],"wp:attachment":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=2017259"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=2017259"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=2017259"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}