凯捷：生成式人工智能与市场营销角色的演变-CIO策略报告（英文版）（84页）.pdf

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1、Generative AI and the evolving role of marketing:A CMOs PLAYBOOK#GetTheFutureYouWantExecutive Summary Generative AI in marketing:A revolution unfoldingIn a remarkably short time,generative AI has gained widespread popularity,emerging as a transformative force in marketing.Its rapid adoption rate is

2、extraordinary.Currently:almost 60%of organizations are integrating generative AI into their marketing efforts,from minimal to no adoption just a year ago,of these,37%are actively implementing it across various initiatives,while an additional 21%are in the experimental phase close to 80%of organizati

3、ons have either already allocated budget or plan to do so in the next six months to integrate generative AI into their marketing initiatives those investing in generative AI are dedicating 62%of their marketing tech investments to it,reflecting the growing maturity of both current and upcoming gener

4、ative AI solutions.Marketers are using generative AI to craft compelling campaigns,elevate and personalize customer service and experiences,analyze data,optimize search,and undertake various other transformative initiatives.Unlocking value:Embracing the benefits of generative AIThe technology has ra

5、pidly proven itself.Nearly 60%of organizations surveyed believe the benefits of generative AI outweigh its costs and risks.These benefits span brand enhancement,cost efficiency,innovation,time optimization,and improved and personalized customer experience.2Capgemini Research Institute 2023Generative

6、 AI and the evolving role of marketing:A CMOs PLAYBOOKExecutive Summary Redefining and augmenting,not replacing human creativityGenerative AI is not replacing human creativity;instead its redefining it and acting as a catalyst for innovation.More than half of the organizations surveyed say that bala