1、Generative AI for Business:Successes,Challenges,and the futureWhats working,whats not,and whats nextIntroductionGenerative artificial intelligence(GenAI)is revolutionising industries by enhancing efficiency,creativity,and decision-making processes.In marketing and sales,GenAI presents a unique abili

2、ty to augment human capabilities,transforming routine workflows into highly effective operations.Over the past few years,marketing and sales teams have integrated GenAI into their workflows,leveraging its potential for a wide range of tasks,including content creation,customer support,and lead genera

3、tion.However,this transformative technology comes with its own set of challenges,risks,and limitations.To gain a better understanding of how GenAI is used in marketing and sales functions,we talked to a number of industry leaders who shared their experiences with us.More specifically,we spoke about

4、why they adopted GenAI in their workflows and for which specific use cases,the benefits and challenges they experience,as well as the risks they associate with this technology.This report is based on qualitative interviews conducted with ten technology industry professionals,five in Europe and five

5、in the US,in January 2025.All participants held leadership roles in marketing or sales within large technology enterprises.Their insights provide a nuanced view of GenAIs practical applications,the barriers faced during adoption,and the strategies employed to overcome these hurdles.For more informat

6、ion,see the Methodology section.Generative AI adoptionMany technology organisations began exploring AI integration in response to increasing industry conversations around its potential benefits.Initially,early adopters saw AI as a competitive advantage,enabling them to optimise workflows,improve cus