We are unveiling Generative Artificial Intelligence (AI) and its growing impact on advertising: An essential guide for Chief Marketing Officers (CMOs), the latest edition from the Capgemini Research Institute. This publication serves as a sequel to our initial report within this series, delving into the unprecedented expansion within the marketing sector and the myriad opportunities presented by generative AI.
Generative AI has swiftly gained immense popularity and is now acknowledged as a significant driving force in the realm of advertising. Recent cross-sector analysis emphasizes the substantial potential of generative AI in sales, customer service, and marketing. Furthermore, our consumer research underscores the positive reception of generative AI among consumers in marketing and advertising, provided it enhances rather than hampers their overall experience.
A notable 37% of organizations are actively leveraging generative AI across diverse operations, with close to 60% already integrating it into their marketing strategies. Moreover, nearly 80% of enterprises have allocated funds or plan to do so in the next six months to integrate relational AI into their marketing endeavors. Marketers widely concur that sustained utilization of relational AI will foster creativity among individuals, contrary to diminishing it.
Despite the inherent risks and challenges associated with conceptual AI, almost 60% of surveyed companies believe that its benefits outweigh the drawbacks. However, addressing prevailing social and ethical concerns is imperative. Merely 42% of organizations adequately handle copyright issues linked to generative AI, leaving 70% susceptible to ethical dilemmas arising from the utilization and oversight of AI technologies.
Our comprehensive exploration of conceptual AI in marketing delves into its swift integration, practical implementation, role in augmenting human creativity, and the urgent necessity for enterprises to confront social and copyright-related issues concerning generative AI. This endeavor aims to guide organizations in leveraging the technology’s advantages while mitigating its associated hurdles.
To effectively harness conceptual AI in marketing, we delineate crucial best practices for organizations as we conclude this discourse. These practices encompass a holistic approach comprising boundary expansion, strategic guidance, leadership and supervision, phased implementation, and more.
Access the complete report to gain insights into how conceptual AI is revolutionizing marketing and how businesses can leverage the playbook to harness this transformative technology.
