From Expense to Asset: The Capital Shift Every CMO Must Make in 2026

Marketing is at a turning point in 2026. According to Gartner, by the end of the year, over 70% of CMOs in Europe will have invested in AI-powered systems. Meanwhile, CFOs demand harder ROI proof, boards expect more with less, and CMOs must demonstrate that marketing is a value driver, not a cost center. 

👉 In short: Those who invest in assets instead of campaigns will win. 

Traditionally, marketing is considered an operational expense (OpEx): campaigns are planned, budgets are approved, measures are implemented – and then laboriously justified on the basis of KPIs. But this view is too short-sighted.

The Problem: 

• Campaigns fade fast. 
• ROI is fragile. 
• Budgets are unstable. 

The Solution: Treat marketing like CapEx. Just like machinery or IT systems, AI-driven marketing builds lasting enterprise value. 

👉 Example: An AI content engine isn’t an expense. It’s an asset that compounds value for years. 

a) Content engines

Systems that automatically create, test, and optimize brand-compliant content. They not only deliver more content, but also learn with each cycle. 

b) Data infrastructures

Platforms that analyze customer behavior in real time and derive patterns. The longer they run, the more accurate the predictions become.

c) Personalization and experience platforms

Hyper-personalized experiences, orchestrated across all touchpoints – scalable, repeatable, high-yield.

👉 All these systems are assets, not one-time expenses. They grow in value over time.

CFOs think in terms of depreciation, amortization, and balance sheet impact. CMOs must align to secure budgets. 

Example: 

• OpEx: €100,000 campaign, gone in 6 weeks. 
• CapEx: €100,000 AI system delivering scalable content for 3 years. 

👉 Marketing becomes an asset on the balance sheet. 

1. Are we buying results – or building systems?

Campaigns are flashes in the pan. Systems are capital.

2. Are we measuring reach – or repeatability?

Reach is fleeting. Repeatability is return on investment.

3. Who is actually learning – our organization or just our tools?

External platforms carry risks: vendor lock-in, IP loss.

👉 The winners are those who build internal expertise with strong partners.

• Case 1: FMCG Brand Europe – AI content engine cut costs by 40%, scaled output x5. 

• Case 2: Retailer DACH – Built own data platform, lifted conversions by 22%. 

• Case 3: Tech Company – Classified AI spend as CapEx → CFO recognized marketing as asset. 

• Adopt new budget logic:

  Involve the CFO early on and provide CapEx arguments. 

   

• Build capabilities:

  Understand, control, and further develop AI.  

• Shift leadership mindset:

  Marketing ist not a cost center, but an asset class. 

We are at the inflection point. Campaign thinking burns money. System thinking builds capital. 

👉 Ask yourself: Do I want to perform once – or win permanently? 

Stop wasting campaigns. Start compounding value. 
👉 Book your 2026 Capital Audit with DAVIES MEYER today.