Observed Signal · May 14, 2026 · Interview · Source: AdExchanger · Impact: 2/5 · Sentiment: Positive
CMOs Must Be More Tech-Enabled, and So Must Agencies
AdExchanger published an interview (May 14, 2026) with Valeria Balaro, Chief Marketing Officer at Star, about rising technical expectations for chief marketing officers and their agency partners. Balaro says CMOs must understand and architect martech and AI systems because revenue accountability now requires traceable measurement across the buying funnel. Agencies have invested millions in AI-powered platforms — examples cited include Omnicom’s Omni, Horizon Media’s HorizonOS and Havas’ AVA — and brands are beginning to select partners based on those capabilities. Star teamed with Forrester Research on a survey of marketing leaders referenced in the interview. Balaro also predicts consolidation as many LLM-wrapping startups converge or exit, and she expects low-value tasks to be automated while high-end creative work becomes more differentiated and valuable.
The piece documents a shifting expectation that CMOs and agencies must adopt and architect AI/martech capabilities — relevant to agency selection, martech investment and workforce automation — but is an industry trend/opinion rather than a platform policy or major technical release.
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Key Takeaways & Evidence Grounding
- Article published on 2026-05-14.
- Interview subject: Valeria Balaro, Chief Marketing Officer at Star.
- Star partnered with Forrester Research to survey CMOs and senior marketing leaders about technology approaches.
- Advertising agencies have invested millions in AI-powered platforms (examples cited: Omnicom’s Omni, Horizon Media’s HorizonOS, Havas’ AVA).
- Brands are beginning to select agencies based on AI capabilities; Balaro predicts automation of low-value tasks and greater differentiation for iconic creative work.
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CMO Role Shifts from Creative to Technical Leadership
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