CMO Barometer 2026: Swiss marketing decision-makers between caution and AI

The international CMO Barometer presents exclusive insights from 153 marketing decision-makers from Switzerland and 805 CMOs from 15 countries and regions in Europe and the Middle East. In Switzerland, the study was conducted for the fifth time by the independent agency group Serviceplan Group at the House of Communication Zurich together with the University of St.Gallen and now also with the HR and leadership consultancy Heidrick & Struggles. The CMO Barometer provides an up-to-date, data-based picture of the strategies, expectations and skills profiles that will shape the near future of marketing.

Economic restraint characterizes the industry

The view of economic development is characterized by caution: Although the majority (54%) of Swiss CMOs expect stability, 36% fear a deterioration. A similar picture emerges for marketing budgets: 46% expect funds to remain the same, while just under a third anticipate cuts. On average internationally, the mood is slightly more positive and higher budgets are expected in the Middle East in particular.

Continued focus on artificial intelligence

CMOs are currently giving high priority to efficiency, technological progress and measurable results, while sustainability and social responsibility are taking a back seat. In terms of content, artificial intelligence remains the top personal topic for 47% of Swiss CMOs for 2026. However, if we look at the final trend list, customer experience and personalization in Switzerland, unlike the international average, are still given slightly higher priority than AI for 2026. Is the demand for quality in customer experience and personalization particularly high in Switzerland?

Leadership and innovation as success factors

Despite or precisely because of the technological dynamics, Swiss CMOs rely on traditional leadership qualities: 38% cite leadership and team building as the most important skills, followed by innovative strength and strategic vision. In an international comparison, digital and technological skills are weighted more heavily, while human leadership remains essential for Swiss companies.

In the team context, strategic marketing and brand management (79%) are at the top of the list of desired skills, followed by digital expertise (51%) and AI know-how (43%). Creativity and content are becoming slightly less important as sought-after qualities within marketing teams, giving way to a more technological and strategic mindset.

Creativity remains the main requirement for agencies

Most Swiss CMOs expect creativity and "out-of-the-box" thinking from agencies (71%), followed by innovation (64%) and trend knowledge (48%). Operational or technology-specific specialist skills are less in demand. In these respects, CMOs in Germany do not differ greatly from the agency expectations of their international colleagues.

Swiss specialties and personal formats as a source of knowledge

The importance of Swiss characteristics varies among CMOs, but 30 percent of Swiss CMOs see local identity, cultural diversity and "Swissness" as important success factors for successful marketing in the Swiss context.

Local differences can also be seen in the choice of information sources: Swiss CMOs use conferences and specialist events much more frequently to obtain valuable information than social media platforms, which dominate internationally.

Nathalie Diethelm, CEO of the House of Communication Zurich, analyzes the latest findings from the CMO Barometer as follows: "Unsurprisingly, AI is a key topic, not least because it will change the industry in the long term. What I find particularly exciting in Switzerland is the balance between technological innovation and customer proximity: while we are making targeted use of the opportunities offered by AI, the goal remains to create an outstanding customer experience and bring Swiss values to the table."