GenAI is dominating the latest conversations in marketing, but we are yet to see how this links to capability building and the ways in which the marketing function has and will continue to evolve.
Everyone talks about GenAI, but only a few people talk about adoption, where less than half the people who have access to the tool are actually using it on a monthly basis. That’s like investing in the best Formula 1 race car, only to then put it in the museum and never drive it: a championship car that is left to collect dust.
That’s why we launched an in-depth qualitative study interviewing over 50 marketing and capability leaders (CMOs, Marketing Directors, Capability Leads) worldwide to zoom in on the key challenges and best practices for fully leveraging the potential of GenAI and its implications for capability building.
Did you know?
Contrary to popular belief, GenAI won't make traditional marketing capabilities and skills obsolete. Instead, it will enhance them, making marketers more efficient and effective.
Leading organisations have shifted from using GenAI for operational tasks to more strategic initiatives linked to brand growth.
How ready is your marketing function for the GenAI revolution?
Our research indicates a disparity between anticipated and current impact: the future potential is rated at 9.0, while the current impact stands at only 5.3. Readiness levels reveal a gap as well, with companies scoring 4.9 and agencies at 5.3. This highlights the considerable work still needed to harness GenAI’s potential. While challenges remain, this report will guide you in taking the next steps forward.Download the full report as it covers:
💡 Key roles GenAI can play in marketing🔧 Steps to build robust GenAI capabilities
📈 The roadmap to integrate GenAI into end-to-end processes