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The Key Role of Generative Artificial Intelligence in Marketing

Summary

Generative artificial intelligence (generative AI) has rapidly gained popularity and become a transformative force in marketing. Our recent research across various sectors has shown that generative AI has significant potential in sales, customer support, and marketing. Furthermore, our study among […]

The Key Role of Generative Artificial Intelligence in Marketing

Generative artificial intelligence (generative AI) has rapidly gained popularity and become a transformative force in marketing. Our recent research across various sectors has shown that generative AI has significant potential in sales, customer support, and marketing. Furthermore, our study among users of generative AI technology indicates that they are very open to its application in marketing and advertising, as long as it does not have a negative impact on their overall user experience.

Nearly 60% of organizations are already integrating generative AI into their marketing activities, and out of that number, 37% are actively implementing various initiatives. Moreover, almost 80% of organizations have either allocated or plan to allocate a budget within the next six months to integrate generative AI into their marketing initiatives. There is also a strong consensus among marketers that generative AI will not only enhance human creativity but also expand it in the long run.

While generative AI poses challenges and risks, nearly 60% of the organizations participating in the research believe that the benefits of this technology outweigh those challenges. However, it is important to address existing ethical and copyright challenges. Currently, 70% of organizations are potentially exposed to ethical challenges related to the use and monitoring of AI, while only 42% of organizations adequately address copyright issues concerning generative AI.

To assist organizations in leveraging the advantages of generative AI technology while also addressing the challenges it brings, we are conducting in-depth research on the use of generative AI in marketing. We explore the rapid integration of generative AI into marketing, areas of application for generative AI, the role of generative AI in strengthening human creativity, and the urgent need for organizations to address ethical and copyright issues that arise when using generative AI.

We conclude this report by providing a detailed overview of key best practices that enable organizations to effectively utilize generative AI technology in marketing. These practices encompass strategic direction, leadership and oversight, iterative execution, and pushing the boundaries.

Download the full report to learn more about how generative AI is transforming marketing and discover how organizations can harness generative AI for maximum results.

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