Shared todayAIGC seriesIn-depth Research Report:AIGC Topic: Generative AI and the Evolution of Marketing Roles & CMO Strategies
Report produced by Capgemini).
Report total: 84 pages.
Featured Report**: The School of Artificial Intelligence
Redefine and enhance, not replace, human creativity
Generative AI is not replacing human creativity;Instead, it is redefining it and serving as a catalyst for innovation. More than half of the organizations surveyed said balancing AI and human creativity is an ongoing challenge. But there is a strong consensus among marketers that in the long run, AI will not weaken, but rather augment human creativity.
Marketing personas are inevitably profoundly influenced by generative AI. From customer insights experts to SEO specialists, copywriters, digital marketers, and data analysts, all are expected to experience a new era of creative possibilities and associated productivity gains.
Addressing ethical and copyright challenges
While the potential impact of generative AI on marketing is significant, there are also ethical and copyright issues that require clear regulation and new guidelines. With the increased adoption of aluminium in marketing, there is an urgent and growing need to ensure responsible practices. The current lack of comprehensive and clear guidelines means that 70% of organizations may face ethical challenges when using and overseeing AI.
At the same time, copyright challenges surrounding AI-generated content demonstrate the need for decisive regulation and guidelines. Currently, only 42% of organizations adequately address these issues by using robust cybersecurity protocols and AI derivatives that monitor their work.
Generative AI is a technology that learns from the attributes and patterns of data and reapplies it to a wide range of applications, from creating different styles of text, images, and ** to generating customized content. It enables machines to perform creative tasks that were previously thought to be only human beings. The following table summarizes the top generative AL applications and gives some examples.
Marketing functions are rapidly adopting generative AI, witnessing significant adoption of a technology that has gained popularity over the past 12 months. In our cross-departmental and functional generative AI report released this year, about 40% of organizations took a "wait-and-see" approach. This approach now only works for 12% of organizations' marketing functions.
Currently, nearly 60% of organizations have applied generative AI to their marketing plans, and 37% of them have progressed from the experimental stage to the active implementation stage.
The business-to-business (B2B) sector (e.g., manufacturing, life sciences) is only slightly behind the business-to-consumer sector. (B2C) counterparts (e.g., consumer goods, retail automotive) incorporate generative AI into their marketing strategies.
Productive aluminium is gaining traction not only in the B2C sector, but also in the B2B sector. By 2024, B2B teams will use generative AI to quickly extract valuable insights from disparate customer data to streamline idea generation and innovation, ultimately identifying unique features in one in five products launched.
In addition, the U.S. has distinguished itself for its strong embrace of innovative aluminum in its marketing. On average, Europe lags behind the U.S. in implementing biointelligence, which may be attributed to its stricter regulations in the field of AI.
Marketing functions are aggressively building governance systems and practices to leverage innovative AI.
Half of the organizations we surveyed have a dedicated budget to implement generative AI in marketing, and a quarter plan to create one in the next six months. When this is taken into account, with nearly 40% of organizations already progressing from experimentation to implementation (as mentioned above), it's clear that organizations are actively investing in generative AI initiatives in upcoming marketing.
In addition, nearly half of them have a dedicated team in marketing to implement generative AI. A third more plan to build them in the coming months.
A breakdown of budget allocations dedicated to generative AI in marketing across departments shows that, despite the differences, allocations across all departments are quite substantial.
Three-quarters of B2C organizations surveyed have allocated or plan to allocate a budget for generative AI in the next six months. Even if the B2B sector is at the other end of the spectrum, such as life sciences and manufacturing, the figure is still as high as 65%. This highlights the rapid and massive amount of resources being put into production AI in marketing across different sectors.
In addition, as businesses increasingly recognize the potential of generative AI, generative AI budgets now account for a significant portion of total marketing technology budgets. Those organizations that currently invest in generative AI already spend 62% of their marketing technology budgets on such initiatives. These investment plans reflect the rapid maturation of existing and upcoming generative AI solutions and products.
Report total: 84 pages.
Featured Report**: The School of Artificial Intelligence