62% of marketers believe generative AI will enhance creativity and innovation in marketing.
A report by research institute Capgemini, “Generative AI and the evolving role of marketing: a CMO’s playbook,” said 47% of marketers have set aside budgets for the implementation of generative AI.
Gagandeep Gadri, managing director, Frog, Capgemini Invent, said AI will help marketers deliver personalised content and communication.
“Its value realization will need a fusion of strategic choices, human centred creativity, and a good understanding of the art of the possible in a very fast-moving space,” said Gadri.
Collaborating with generative AI will unlock new creative possibilities for marketers, enhancing human qualities such as intuition, emotion, and context understanding, the report said.
Marketers will use generative AI for customer services, content creation, building a unique brand image, and increasing marketing efficiency.
With new technologies comes a skills gap, and 63% of organisations are planning to train their marketing teams within the next six months.
The report said organisations should also plan to address ethical and regulatory issues as AI becomes more sophisticated, with only 30% of organisations having implemented clear guidelines for AI usage for marketing activities.
“In many ways this feels like the Digital boom from 20 years ago, where the brands that succeeded were those that stayed true to their values but were brave and bold on how digital could deliver growth for their business. The same will apply for generative AI,” Gadri added.