Indian Chief Marketing Officers (CMOs) are increasingly shifting focus from traditional Return on Investment (ROI) to 'Return on Intelligence' (ROI). This new metric emphasizes the compounding value of insights, models, and decision loops, prioritizing learning and profitability over short-term sales. It measures a brand's speed in converting data to decisions, real-time budget reallocation precision, and consistent margin improvement, often leveraging AI-led tools for predictive analytics and scenario simulation.