More than a quarter of chief marketing officers (CMOs) in the Asia Pacific region plan to increase their marketing budgets by 10-20% over the next 12 months, according to Dentsu Creative’s 2026 global CMO Report. This figure represents the highest percentage of any global region, highlighting a growing confidence among APAC marketers as they approach 2027.
The report suggests that CMOs worldwide are transitioning from an initial enthusiasm for artificial intelligence (AI) towards a more pragmatic approach, emphasizing measurable growth and stronger brand connections. In the Asia Pacific, this shift accompanies increased budget confidence and heightened expectations from agency partners.
APAC marketers reported fewer challenges in adapting to changing consumer behaviors compared to their global peers. The findings are based on a survey conducted in April 2026, which included inputs from 1,950 senior marketing decision-makers across 14 markets, such as Australia, China, and India.
Expectations regarding AI are also on the rise. Ninety-three percent of APAC marketers expect agencies to demonstrate how AI enhances marketing effectiveness, while 92% seek greater transparency regarding the application of AI technologies. Additionally, 90% believe AI should augment human talent rather than replace it.
“Asia Pacific marketers are heading into 2027 with confidence and a clear appetite for growth,” said Yuichi Toyoda, CEO of Dentsu APAC. He noted that marketers are not only investing in new technologies but are also looking for agencies capable of translating these capabilities into measurable business results.
Key Findings from the Report
The Dentsu report highlights several significant trends shaping marketing priorities in the Asia Pacific region for 2027:
Bigger Budgets: A total of 63% of APAC CMOs anticipate budget growth of at least 5%, with 26% intending to increase budgets by 10-20%, while another 6% expect increases of over 20%. Optimism about the domestic economy is also prevalent, with 82% of respondents expecting improvements within the next year.
Less Pressure, More Confidence: Only 39% of APAC marketers cite intense pressure to achieve growth as a major challenge, significantly lower than the 48% reported in North America and 42% in Europe, the Middle East, and Africa (EMEA). Additionally, fewer APAC CMOs report difficulties in understanding consumer behavior compared to global averages.
Increased AI Expectations: Beyond productivity gains, APAC marketers are looking for AI to yield measurable improvements in impact and effectiveness. Fifty-nine percent prioritize the implementation of AI influencers and customer service applications, with 52% focusing on dynamic creative optimization.
Valuing Human Creativity: While embracing AI, APAC CMOs emphasize the importance of human insight. Ninety percent believe AI should empower talent. Toyoda remarked on the critical role of human involvement in defining marketing strategies and executing them effectively.
Engagement with Creators: Eighty-seven percent of APAC CMOs believe that relatable individuals, including nano-influencers, can surpass traditional celebrity endorsements. This finding suggests a shift towards involving creators more deeply in the marketing process.
Focus on Real-World Experiences: As marketing becomes increasingly digital, 85% of CMOs plan to invest more in real-world experiences that connect brands with consumers, with an emphasis on sports and entertainment as key areas for building brand awareness.
For further details, the full report is available for download on Dentsu Creative’s website, pending registration.
