Boston Consulting Group (BCG) vs Morning Consult

What CMOs Get Wrong About Leading Change

In this CMSWire interview, BCG's Julia Dhar discusses why marketing transformations fail and how CMOs can better manage AI-driven change. She highlights the 'change distance' gap, where executives report positive emotions about change far more than employees (58% vs 9%). Dhar advises measuring team sentiment via short pulse surveys, avoiding false consensus by forcing specificity, and building genuine employee agency instead of theatrical town halls. She cites Michael Norton's IKEA effect, the Abilene paradox, and Delta's VELVET program as examples. The article also references Claude Hopkins's 1907 Schlitz campaign, which used specific storytelling to break through generic industry claims. Dhar's new book 'How Change Really Works' provides further insights for CMOs leading AI adoption.

• BCG survey of over 6,000 people found 58% of executives report only positive emotions about workplace change, compared to 9% of employees.
• Julia Dhar is the practice lead for the People and Organization Practice at Boston Consulting Group and co-founder of BCG's Behavioral Science Lab.
• According to Dhar, three out of four transformations fail to deliver their intended results.

BCG study: AI becomes top influence on purchases

A Boston Consulting Group (BCG) study cited by Retail-News finds artificial intelligence is rapidly gaining importance in consumers' purchase decisions. Roughly 31% of consumers already use AI during some phase of the shopping process, and respondents expect trust in AI to increase by 15 percentage points by 2030. About 19% are identified as “AI-loyalists,” and roughly 70% of those subsequently purchase products recommended by AI. The study also reports that more than half of consumers do not fully trust any single information source, that AI drives discovery of previously unknown brands, and highlights structural retail trends such as the rising share and spending power of single-person households in developed markets.

• BCG study: approximately 31% of consumers use AI in some phase of the shopping process.
• Survey respondents expect trust in AI to increase by 15 percentage points by 2030.
• About 19% of consumers are 'AI-loyalists'; roughly 70% of those buy products recommended by AI.

Charting the Growth in Sports Betting

New article from Morning Consult on sports betting statistics.

How Brands Are Putting Morning Consult’s AI Connector to Work