AI has taken the digital world by storm, and the latest iteration of this technology, generative AI, is causing a stir in the marketing ecosystem. Marketers worldwide are actively seeking the best path to incorporate it into their processes.
In this report, we capture the sentiments of Chief Marketing Officers (CMOs) as they navigate the potential and associated concerns of generative AI. This ranges from a profound enthusiasm for its applications in content creation and the customer life cycle to ethical considerations and data privacy.
Additionally, the report offers a comprehensive list of use cases, spanning day-to-day operations to strategic enablers within marketing. It delves into the investments and initiatives undertaken by providers and agencies in adopting generative AI and outlines the emergence of AI-driven marketing technology platforms. Lastly, the report sheds light on the transformation of sourcing, delivery, and talent priorities influenced by the integration of generative AI.
Scope
Services: marketing services
Geographies: global
The assessment is based on Everest Group’s exclusive RFI process for generative AI, secondary sources of information, and interactions with various industry experts
Contents
In this report, we examine:
Generative AI from a CMO’s perspective
Provider initiatives and investments in generative AI
