MMA：2025驾驭生成式AI格局：营销组织实用路线图（英文版）（12页）.pdf

1、August 2025Navigating the GenAI LandscapeA Practical Roadmap for Marketing OrganizationsM M A W H I T E P A P E RAbstractGenerative AI(GenAI)may offer a transformative potential for marketing,but realizing this requires a strategic,organization-wide approach.This white paper,based on a comprehensive

2、 study conducted by the MMA/MarCaps partnership(n=521)and interviews with leading CMOs,explores the challenges and opportunities inherent in GenAI adoption.We introduce a strategic framework,the Need-Case Map,to guide marketers in prioritizing investments,aligning initiatives with business objective

3、s,and maximizing impact.Our research reveals key differentiators of leading firms,emphasizing the critical role of a need-case-driven approach,robust organizational capabilities,and a structured roadmap for navigating GenAI deployment.Figure 1:GenAI Adoption ChallengesData or information security ri

4、sksScaling GenAI pilots across more areas of the businessData quality and quantityLimited knowledge about the opportunities and ways of adoptionIntegration with existing systemsNeed for continuous learning and adaptationEthical and regulatory concernsHigh costs and/or unclear return on investment(RO

5、I)Lack of skilled talentConcern that it could replace jobsSelecting different vendors and technology solutionsFragmented and uncoordinated efforts across the organizationDifficulty to explain or limited transparency on how it worksDifficulty changes practices and adopting new behaviorsLimited suppor

6、t for change by leaders10%20%Percentage of Firms30%40%3IntroductionThe capacity of Generative AI to create diverse content formats from text and images to code is fundamentally reshaping the marketing industry.Despite the recognized potential,many organizations struggle to translate GenAIs promise i