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1、* ReseAftCH INSTnVrCenerativeAlandtheevolvingroleofmarketing;)ACMOsPLAYBOOKOGetTheFUtUreYoUWantiplulus (lrD(x 山GenerativeAlinmarketing：ArevolutionunfoldingInaremarkablyshorttime,generativeAlhasgainedwidespreadpopularity,emergingasatransformativeforceinmarketing.Itsrapidadoptionrateisextraordinary.Cu
2、rrently：almost6o%oforganizationsareintegratinggenerativeAlintotheirmarketingefforts,fromminimaltonoadoptionjustayearagof-ofthesez37%areactivelyimplementingitacrossvariousinitiatives,whileanadditional21%areintheexperimentalphase closeto80%Oforganizationshaveeitheralreadyallocatedbudgetorplantodosoint
3、henextsixmonthstointegrategenerativeAlintotheirmarketinginitiatives thoseinvestingingenerativeAlarededicating62%oftheirmarketingtechinvestmentstoit,reflectingthegrowingmaturityofbothcurrentandupcominggenerativeAlsolutions.MarketersareusinggenerativeAltocraftcompellingcampaigns,elevateandpersonalizec
4、ustomerserviceandexperiences,analyzedata,optimizesearch,andundertakevariousothertransformativeinitiatives.Unlockingvalue：EmbracingthebenefitsofgenerativeAlThetechnologyhasrapidlyprovenitself.Nearly60%oforganizationssurveyedbelievethebenefitsOfgenerativeAloutweighitscostsandrisks.Thesebenefitsspanbra
5、ndenhancement,costefficiency,innovation,timeoptimization,andimprovedandpersonalizedcustomerexperience.XJPEEnS (lrx山Redefiningandaugmenting,notreplacinghumancreativityGenerativeAlisnotreplacinghumancreativity；insteadit,sredefiningitandactingasacatalystforinnovation.Morethanhalfoftheorganizationssurve
6、yedsaythatbalancingAlandhumancreativityisanongoingchallenge.ButthestrongconsensusamongmarketersisthatgenerativeAlwillnotdiminishbutratheraugmenthumancreativityinthelongrun.ItseemsinevitablethatmarketingroleswillbeprofoundlyimpactedbygenerativeAl.FromcustomerinsightsspecialiststoSEOexperts,copywriter
7、s,digitalmarketers,anddataanalysts,allcanexpecttoexperienceaneweraofcreativepossibilitiesandrelatedproductivitygains.AddressingethicalandcopyrightchallengesWhilethepotentialimpactofgenerativeAlonmarketingisvast,thereareethicalandcopyrightconcernsthatrequireclearregulationandnewguidelines.AsAladoptio
8、ninmarketingincreases,thereisanurgentandgrowingneedtoensureresponsiblepractice.Thecurrentlackofcomprehensiveandclearguidelinesmeansthat70%oforganizationsarepotentiallyexposedtoethicalchallengesovertheiruseandoversightofAl.Simultaneously,copyrightchallengesaroundAl-generatedcontentindicateaneedfordec
9、isiveregulationandguidelines.Atpresent,only42%oforganizationsaddresstheseissuesadequatelybyusingrobustcybersecurityprotocolsandmonitoringforAl-derivedversionsoftheirwork,forexample.iplulus (lrD(x 山IntegratinggenerativeAlintomarketingToseamlesslyintegrategenerativeAl,organizationsshouldtakeacomprehen
10、siveapproach.Thismeans： Strategicdirection:Preciselydefineintegrationgoals,adoptapragmaticinvestmentapproach,andassesstechinfrastructure. 1.eadershipandoversight:MobilizegenerativeAlspecialists,establishataskforce,craftrobustethicalguidelines,andremainvigilantwhilenavigatingtheevolvingregulationsand
11、compliance. Iterativeexecution:Initiateselective,small-scaleinitiatives,driveiterativeimplementationwithrobustdatasecurity,andnavigateresponsiblyconsideringtheenvironmentalimpactofgenerativeAl.Finally,growingandexpandingboundariesrequiresmarketingdepartmentsandorganizationstocultivatepartnershipsand
12、encourageUpskillingzbalancinggenerativeAlwithhumaningenuity,andembracinganeweraoftech-drivencollaboration.UnleashingthegenerativeAlplaybookTofullyembracethetransformativepotentialofgenerativeAlinmarketing,organizationsmustfosteracultureofinnovationandexperimentation.Inthisway,theycanstrategicallyint
13、egrateAltechnologiestounlocknovelapproaches,enhancecustomerexperiences,andgainacompetitiveedge.760OforganizationshaveeitheralreadyallocatedbudgetorplantodosointhenextsixmonthstointegrategenerativeAlintotheirmarketinginitiativesWho should read this report and why?Thisreportiswrittenforleadersofmarket
14、ingfunctionsinallbusinesssectors.Inparticular,itwillbeusefulforchiefmarketingofficers(CMOs)andotherseniormarketersinlargerorganizations.ItsinsightswillalsoextenditsrelevancenotonlytoCEOsandseniorsalesleadersbutalsotoindividualswithastrategicstakeinmarketing.Itcaterstotechteamleadersfosteringmarketin
15、gfunctions,aswellasadvisorsandconsultantsspecializinginthedynamicrealmofmarketingstrategies.Thisreportprovidesanin-depthexplorationofthetransformativepotentialOfgenerativeAlwithinthemarketinglandscapeacrossallsectors.Throughinsightfulusecases,thereportelucidatespracticalapplicationsofgenerativeAlacr
16、ossdiversemarketingdomains.AswellasdiscussingthebenefitsofgenerativeAl,thereportaddressesthechallengesitsadoptioncanbringandproposeseffectiveremedialstrategies.Thisreportisbasedon： thefindingsofacomprehensivesurveyof,8ooCMOsandbusinessleaders(director-levelandabove)from14countriesand 25in-depthinter
17、viewswithleadingCMOsandindustryexperts.Foracomprehensiveunderstandingofthebroaderlandscape,weencourageyoutoexploreourfirsttworeports,whichcoverconsumerandindustryperspectivesongenerativeAl： WhyconsumerslovegenerativeAl： HarnessingthevalueofgenerativeAl：Topusecasesacrossindustries：generative-ai-in-or
18、ganizations/Uo-ttnpoIU-Inaspanofaboutoneyear,thegenerativeAlmarketisonthevergeofsignificantgrowth.Itisexpectedtoreach$1.3trillioninthenextdecade,growingfrom$40billionin2022.1Notechnologyhasreached100millionusersfasterthanChatGPT,whichcrossedthatthresholdinjusttwomonths.2Basedonourrecentcross-sectora
19、ndcross-functionalresearch,generativeAlshowsthegreatestpotentialwithinIT,salesandcustomerservice,andmarketingfunctions.3Furthermore,ourconsumerresearchongenerativeAlrevealsthatconsumerswhousegenerativeAltoolsaresatisfiedwiththem.Inaddition,62%ofconsumersarecomfortablewiththeimplementationofgenerativ
20、eAlinmarketingandadvertising,provideditdoesntnegativelyimpacttheiroverallexperienceConsequently,wehaveundertakenthisin-depthexplorationofitsimpactonmarketing.GenerativeAlcanbeleveragedtocreate,innovate,andadaptautonomously.Anditisreshapingtraditionalmarketingstrategies.Thisstudy,thesecondinthechiefm
21、arketingofficer(CMO)playbookSerieS,5exploresthefollowing：1. TherapidintegrationOfgenerativeAlinthemarketingdomain.2. ImplementationareasforgenerativeAlwithinmarketingandanticipatedbenefits.3. GenerativeAsroleinaugmenting-butnotreplacing-humancreativitywithinmarketing.4. Theurgentneedfororganizations
22、toaddressethicalandcopyrightconcernsarisingfromtheuseofgenerativeAlinmarketing.WeconcludethereportbyoutliningkeybestpracticesfororganizationstoeffectivelyharnessgenerativeAltechnologyinmarketing.Uo-ttnpoIU-InadditiontodelvingintogenerativeAl,thereportshowcasestheevolutionofthemarketingfunction,takin
23、gonvitalrolesinbusinessdecision-makingandcustomerexperienceshaping.Italsoemphasizesincreaseddataadoption,empoweringmarketerswithagilemarketingstrategies.Forourresearchwesurveyed,8ooCMOsorexecutivesresponsibleformarketingwithintheirorganizations.Therespondentsweredrawnfromorganizationswithover$1billi
24、onannualrevenue,acrossAustralia,Brazil,Finland,France,Germany,India,Italy,theNetherlands,Norway,Singapore,Spain,Sweden,theUK,andtheUS.Wespoketoexecutivesfrommultiplesectors,includingautomotive,consumerproducts,retail,financialservices,telecom,utilities,high-tech,industrialmanufacturing,lifesciences,
25、publicsector,andmedia.Inaddition,weconducted25in-depthinterviewswithCMOsandothermarketingexecutiveswithfirsthandknowledgeorawarenessoftheirorganizationsgenerativeAlinitiatives.Formoredetailsonthesurveysample,pleaserefertotheresearchmethodology.GenerativeAlandtheevolvingroleofmarketing：ACMOsPLAYBOOKD
26、efinitionofgenerativeAIGenerativeAIistechnologythathasthecapabilitytoIeamfromandreapplythepropertiesandpatternsofdataforawiderangeofapplications,fromcreatingtext,images,andvideosindifferentstylestogeneratingtailoredcontentItenablesmachinestoperformcreativetaskspreviouslythoughtexclusivetohumans.Thef
27、ollowingtablesummarizesthetopgenerativeAIapplicationsandgivessomeexamples.SelectedgenerativeAIapplicationsfaIndicativeexamplesIOTextGeneratingnewtetreports,summarizingandtranslatingintomultiplelanguagesOpenAKsGPT-4,GooglePalm2lScribe,ClaudeImagesandvideogenerationGeneratingnewimages/videos,analyzing
28、existingimages/video(e.g.,videogames,VR,animation)AdobeFirefly,StabilityAl,Midjourney,Nvidia,Dall-E2zSynthesia,Nvidia,RunwayMLOAudioGeneratingmusicandremixing,speechsynthesis,soundeffects,voiceconversion,audioenhancementSynthesiazAmazonPolly,Soix.aiOChatbotsGeneratehuman-likecontextuallyrelevanttext
29、responsesinreal-timetoexpandandimprovecustomerserviceandadviceOpenAsChatGPT,AmazonLex,GoogleBardeSearchEnhancedsearchfunctions,addinglanguagecapabilitiestosearch(e.g.,RAG,wretrievalaugmentedgeneration)1.JGoogleBard,LandingAl,Azure,FacebookLlama2,PerpIexityAII/CapgeminiResearchInstituteCapgeminiResea
30、rchInstitute2023RGURE. 1The marketing function is rapidly embracing generative AlORGANIZATIONS WHO ARE ADOFNG A WAIT AND WATCH APPROACH ON GENERATIVE AIMarketersaremovingfasttoembracethepossibilitiesofgenerativeAlThemarketingfunctionisswiftlyadoptinggenerativeAl,witnessingsubstantialadoptionofatechn
31、ologythatgainedpopularitywithinthepast12months.InourreportOngenerativeAlacrosssectorsandfunctionspublishedthisyear,approximately40%oforganizationswereadoptingawaitandwatch“approach.Thisapproachnowappliestoonly12%Oforganizationsintermsofthemarketingfunction(seeFigure1).39%LShareoforganizationsacrossa
32、llfunctions,April202312tShareoforganizationsinmarketingfunction,October2023LlJSource：CapgeminiResearchInstitute,CMOPlaybook#2research,Sep-Oct2023；N=1,8ooexecutiveswithmarketingresponsibilitiesfromuniqueorganizations；GenerativeAIExecutiveSurvey,April2023.Most organizations already use generative Al i
33、n marketingCurrently, almost 6o% Oforganizations have adopted generative Al into their marketing initiatives, including 37% who have progressed from experimentation to active implementation (see Figure 2).FIGURE. 2Marketing functions are deploying generative Al at pacestate of Implementaton of gener
34、ative ai in markehng37%21()13%10%12%5%580/0Oforganizations are integrating generative Al into marketing.Usingacrossmultiple/fewinitiativesNotusing,anddonthaveastrategyDontknowwhatitisandhavenoTestingZexperimentingTakinga“waitandwatchapproachintentiont0brin9itint0marketingsoonNotusing,buthaveastrateg
35、yUsedinthepast,butdontuseitnowPercentagesrepresentshareoforganiza(ions.Source：CapgeminiResearchInstitute,CMOPlaybook#2research,Sep-Oct2023；N=,8ooexecutiveswithmarketingresponsibilitiesfromuniqueorganizations.CapgeminiResearchInstitute2023STATE OF IMPLEMENTAnON OF GENERATIVE AI IN MARKFnNG, BY SECTOR
36、Business-to-business(B2B)sectors(e.g.,manufacturing,lifesciences)areonlyveryslightlybehindtheirbusiness-to-consumer(BzC)counterparts(e.g.zconsumerproducts,retail,automotive)inincorporatinggenerativeAlintomarketingstrategies(seeFigure3).FIGURE.3BothB2BandB2CsectorsareactivelydeployinggenerativeAlinma
37、rketing38o201310%122Dont know what it is and have no intention to bring it into marketing soon.Usingacrossmultiple/fewinitiativesNOtusing,anddonthaveastrategy.TestingZexperimenting.Takingawaitandwatch叩PrOaChNotusing,buthaveastrategyUsedinthepast,butdon,tuseitnowPercentagesrepresentshareOforganizatio
38、ns.Source：CapgeminiResearchInstitute,CMOPlaybook#2research,Sep-Oct2023；N=,8ooexecutiveswithmarketingresponsibilitiesfromuniqueorganizations.CapgeminiResearchInjGenerativeAl is gaining traction notjust in B2C but also in B2B sectors. Forrester predicts that, by 2024, B2B teams will use generative Al
39、to swiftly extract valuable insights from diverse customer data to streamline idea generation and innovation, ultimately identifying unique capabilities in a fifth of launched products.6Moreover, the US already stands out for their robust embrace Ofgenerative Al in marketing. On average, Europe lags
40、 behind the U.S. in implementing generative Al, potentially attributable to its more stringent regulations in the field of Al (see Figure 4).11GURE.4TheUSisaheadinimplementinggenerativeAlinmarketingSTATE OF IMPLEMENTAnON OF GENERATIVE AI IN MARKETING, BY COUNTRYUSSingaporeAustraliaFinlandGermanyUKIn
41、diaNorwayBrazilItalySpainNetherlandsFranceSwedenAverage,EuropeandUKAverage,GlobalNot using or experimenting with generative AlTestingZexperimenting with generative Al.UsinggenerativeAlacrossmultiple/fewinitiativesPercentagesrepresentshareOfoiyanizations.Source：CapgeminiResearchInstitute,CMOPlaybook#
42、2research,Sep-Oct2023；N=,8ooexecutiveswithmarketingresponsibilitiesfromuniqueorganizations.OrganizationsinvestingingenerativeAlareallocatingasignificantportionoftheirmarketingtechnologybudgettoitMarketingfunctionsareactivelyestablishinggovernancesystemsandpracticestoleveragegenerativeAl.Halfoftheorg
43、anizationswesurveyedhaveadedicatedbudgettoimplementgenerativeAlwithinmarketing,andaquarterplantocreateoneinthenextsixmonths.Whenthisisconsideredalongsidethenearly40%oforganizationsthatalreadyhaveprogressedfromexperimentationtoimplementation(asestablishedabove),itisevidentthatorganizationsareproactiv
44、elyinvestingintheirforthcominggenerativeAlinitiativeswithinmarketing.Moreover,nearlyhalfhaveformeddedicatedteamswithinmarketingtoimplementgenerativeAl.Athirdmoreplantoestablishtheminthecomingmonths(seeFigure5).HFIGURE 5Marketing teams are swiftly allocating budgets and establishing dedicated teams f
45、or generative Al initiativesTHE BUDGET AND TEAM STRUCTURE FOR IMPLEMENNG GENERATIVE AIWHIN MARKETINGAIreadyinplacePlantointhenextsixmonths.NoplanstodosointhenextsixmonthsPercentagesrepresentshareOforganizations.Source：CapgeminiResearchInstitute,CMOPlaybook#2research,Sep-Oct2023；N=1,752executiveswith
46、marketingresponsibilitiesfromuniqueorganizationswhoareawareaboutgenerativeAl.GURE. 6Three in four organizations have either already allocated a budget for generative Al marketing initiatives or have plans to do so within the next six monthsBUDGET ALLOCATION PLANS TOWARDS GENERATIVE AI WITHIN MARKENG
47、z BY SECTORgoodssectorsciencesQ Already in placePlan to in the next six months No plans to do so in the next six monthsAbreakdownofbudgetallocationspecificallyforgenerativeAlinmarketingacrossvarioussectors,highlightsthatalthoughtherearevariations,theallocationremainssubstantialacrossallsectors(seeFigure6).Figure6illustratesthatthree-quartersoftheBzCorganizationssurveyedhaveallocatedorplantoallocatebudgetsforgenerativeAlwit
