Despite AI taking on more execution, fintech marketers are adding headcount and investing in GEO as buyers increasingly turn to AI search
Fintech CMOs are taking on greater responsibility for revenue and business strategy while shifting investment toward GEO and other AI tools as the technology changes how buyers discover companies, according to new research from The Fletcher Group.
The 2026 Women CMOs in Fintech Report, now in its fifth year, examines how women marketing leaders are adapting their teams and priorities now that AI has become embedded in day-to-day work.
“Five years of conversations with women CMOs have given us a front-row seat to how much this role has changed,” said Jennifer Tramontana, founder and president of The Fletcher Group. “AI is helping marketing teams work differently, but it’s also making experience and a deep understanding of the customer even more valuable. These leaders are helping their companies make smarter decisions about growth and how they earn trust.”
Key findings include:
- CMOs are gaining influence across the business. 88% say their role expanded over the past year, 75% report directly to the CEO, and 63% have direct influence over sales, revenue, or growth.
- AI is now part of the daily workflow. 100% use AI for research and data analysis, and 88% have structured AI workflows in place.
- AI search is becoming a priority. 69% are investing in AEO/GEO today, and all respondents plan to increase their investment heading into 2027.
- Experienced judgment matters more than ever. 94% keep people in control of at least one high-stakes area, including regulated communications, crisis response, brand voice, and positioning.
The report also challenges the assumption that AI will lead to smaller marketing teams and tighter budgets. Seventy-five percent of CMOs expect their budgets to increase in 2027, while 56% plan to add headcount and only 6% anticipate reductions. Many are redesigning roles around AI fluency and new search skills. The findings suggest CMOs are using AI to expand what their teams can handle while still relying on experienced people for the work that requires judgment.
Click here to read the full 2026 Women CMOs in Fintech Report.
