1、TRENDS REPORTGenerative AI Unleashes Marketings Creativity RenaissanceUse Forresters AI Adoption Framework To Achieve Intelligent CreativityMay 30,2023By Jay Pattisall,Rowan Curran with Mike Proulx,Kelsey Chickering,David Truog,Brandon Purcell,Lisa Gately,Lexie Lawhon,Jen BartonSummaryThe intuitive

2、creative process responsible for developing customer-facing marketingprograms needs to be faster,smarter,and(ultimately)cheaper.Generative AI technologies are poised to revolutionize how marketing delivers more speed,scale,and precision.As this happens,brands and marketing providers must safeguard t

3、heir executions from the shortcomings of nascent generative AI technology and prepare theirteams for an AI-powered marketing future.This report overviews the potential,pitfalls,and first steps B2C marketing executives should take to incorporate intelligent creativity,powered by generative AI,as thei

4、r new creative process.Forrester Report Prepared For#fullName#With#organization#Not Licensed For Distribution.2023 Forrester Research,Inc.All trademarks are property of their respective owners.For more information,see the Citation Policy,contact ,or call+1 866-367-7378.1Forrester Report Prepared For

5、 Erin Singleton With Adobe Systems IncorporatedYour Brands Creative Process Combined With AI Is Intelligent CreativityThree years ago,Forrester introduced an approach to overhaul the intuitive creative process and invigorate marketing creativity.We named this solution intelligent creativity,defined

6、as:A process of creative problem-solving in which teams of creators and strategists conceive,design,produce,and activate business solutions with the assistance of AI,intelligent automation,and data.Through this approach,marketing becomes smarter,the creative process becomes faster,and human imaginat