{"id":857180,"date":"2024-04-08T07:05:13","date_gmt":"2024-04-08T07:05:13","guid":{"rendered":"https:\/\/www.capgemini.com\/de-de\/?post_type=research-and-insight&#038;p=857180"},"modified":"2026-01-22T07:48:06","modified_gmt":"2026-01-22T07:48:06","slug":"effective-investment-in-generative-ai-for-marketing","status":"publish","type":"research-and-insight","link":"https:\/\/www.capgemini.com\/de-de\/insights\/research\/effective-investment-in-generative-ai-for-marketing\/","title":{"rendered":"Effektive Investitionen in generative KI f\u00fcr das Marketing"},"content":{"rendered":"\n<header class=\"wp-block-cg-blocks-hero-reusable header heroReusable  \"><div class=\"header-bgs\"><picture><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/03\/GenAI-for-Marketing_Banner_2880X1800.jpg?w=2880&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/03\/GenAI-for-Marketing_Banner_2880X1800.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 1500px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/03\/GenAI-for-Marketing_Banner_2880X1800.jpg?w=1440&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/03\/GenAI-for-Marketing_Banner_2880X1800.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 992px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/03\/GenAI-for-Marketing_Banner_2880X1800.jpg?w=1024&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/03\/GenAI-for-Marketing_Banner_2880X1800.jpg?w=1024&amp;quality=70 2x\" media=\"(min-width: 768px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/03\/GenAI-for-Marketing_Banner_2880X1800.jpg?w=768&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/03\/GenAI-for-Marketing_Banner_2880X1800.jpg?w=768&amp;quality=70 2x\" media=\"(min-width: 0)\"\/><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/03\/GenAI-for-Marketing_Banner_2880X1800.jpg\" class=\"header-img header-img-d\" alt=\"\" style=\"object-fit:cover;object-position:50% 50%\" loading=\"eager\"\/><\/picture><\/div><div class=\"heroPictureCardHeaderShape\"><\/div><div class=\"container\"><div class=\"row\"><div class=\"col-md-12\"><div class=\"box\"><div class=\"boxTagWrapper\"><div class=\"tagInfo\"><div><span class=\"box-tag\">Customer first<\/span><\/div><\/div><\/div><div class=\"box-title\"><h1 data-maxlength=\"34\">Effektive Investitionen in generative KI f\u00fcr das Marketing<\/h1><\/div><div class=\"inner-row-insight download-btn\"><div class=\"col-md-4 downloadFiles addPadding\"><a class=\"button-download--small\" type=\"download\" href=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/03\/POV_Effective-investment-in-generative-AI-for-marketing_March-2024.pdf\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"In neuem Fenster \u00f6ffnen\"><span>Download Point of View<\/span><span class=\"type\">2 MB  pdf<\/span><\/a><\/div><\/div><\/div><\/div><\/div><\/div><\/header>\n\n\n\n<section class=\"wp-block-cg-blocks-group undefined section section--article-content\"><div class=\"article-main-content\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-1\"><nav class=\"article-social\"><ul class=\"social-nav\"><li class=\"ip-order-fb\"><a href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https:\/\/www.capgemini.com\/?post_type=research-and-insight&amp;p=1006915\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"In neuem Fenster \u00f6ffnen\"><i aria-hidden=\"true\" class=\"icon-fb\"><\/i><span class=\"sr-only\">Facebook<\/span><\/a><\/li><li class=\"ip-order-li\"><a href=\"https:\/\/www.linkedin.com\/shareArticle?url=https:\/\/www.capgemini.com\/?post_type=research-and-insight&amp;p=1006915\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"In neuem Fenster \u00f6ffnen\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><span class=\"sr-only\">Linkedin<\/span><\/a><\/li><\/ul><\/nav><\/div><div class=\"col-12 col-md-11 col-lg-10\"><div class=\"article-text article-quote-text\">\n<h3 class=\"wp-block-heading\" id=\"h-wahrend-60-prozent-der-unternehmen-im-oktober-2023-angaben-generative-ki-im-marketing-einzusetzen-oder-aktiv-zu-erforschen-haben-fast-80-prozent-fur-2024-ein-budget-fur-die-integration-in-ihre-marketinginitiativen-vorgesehen-oder-plane-dazu-geaussert-ist-ihre-marketingorganisation-bereit-die-vorteile-dieser-technologie-zu-nutzen\">W\u00e4hrend 60 Prozent der Unternehmen im Oktober 2023 angaben, generative KI im Marketing einzusetzen oder aktiv zu erforschen, haben fast 80 Prozent f\u00fcr 2024 ein Budget f\u00fcr die Integration in ihre Marketinginitiativen vorgesehen oder Pl\u00e4ne dazu ge\u00e4u\u00dfert. Ist Ihre Marketingorganisation bereit, die Vorteile dieser Technologie zu nutzen?<\/h3>\n\n\n\n<p>Generative KI ver\u00e4ndert das Gesicht des Marketings. Von der Erstellung hochgradig personalisierter Inhalte \u00fcber die Ermittlung optimaler Kundenkontaktpunkte bis hin zur Generierung neuer Erkenntnisse und kreativer Ideen &#8211; diese Technologie ver\u00e4ndert die Art und Weise, wie Inhalte erstellt und verbreitet werden, grundlegend.<\/p>\n\n\n\n<p>In unserem k\u00fcrzlich erschienenen Artikel \u201eEffective Investing in Generative AI for Marketing\u201c gehen wir n\u00e4her auf dieses Ph\u00e4nomen ein und untersuchen die Schritte, die Marketingorganisationen unternehmen, um die Vorteile dieser Technologie bereits heute zu nutzen und sich gleichzeitig auf das volle Spektrum an Vorteilen vorzubereiten, die sich \u00fcber den gesamten Lebenszyklus von Inhalten ausbreiten werden, sobald weitere Akzeptanzbarrieren fallen.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-die-wichtigsten-erkenntnisse\">Die wichtigsten Erkenntnisse<\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Die Content-L\u00fccke schlie\u00dfen:<\/strong> Erfahren Sie, wie Marketingorganisationen Gen AI nutzen k\u00f6nnen, um das exponentielle Wachstum bei der Erstellung von Inhalten ohne Qualit\u00e4tseinbu\u00dfen oder Kostensteigerungen zu unterst\u00fctzen.<\/li>\n\n\n\n<li><strong>Erm\u00f6glichung einer personalisierten Content-Strategie:<\/strong> Erfahren Sie, wie die Integration von Gen AI in den Content Lifecycle nicht nur dabei helfen kann, hoch relevante und sinnvolle Interaktionen zu schaffen, sondern auch sicherzustellen, dass die Botschaften zur richtigen Zeit \u00fcber den bevorzugten Kanal an die richtige Person \u00fcbermittelt werden.<\/li>\n\n\n\n<li><strong>Nutzung von Daten zur Verbesserung der Ergebnisse: <\/strong>Erfahren Sie, wie Unternehmen herk\u00f6mmliche und generative KI nutzen k\u00f6nnen, um Echtzeit-Kundeneinblicke \u00fcber ihre historischen Daten zu legen und eine personalisierte Inhaltsstrategie zu entwickeln.<\/li>\n\n\n\n<li><strong>Schaffung einer digitalen Grundlage zur Steigerung der Wertsch\u00f6pfung:<\/strong> Untersuchung, wie eine solide Grundlage f\u00fcr die Integration von KI geschaffen werden kann, wobei Faktoren wie \u00c4nderungsmanagement, Urheberrechte und Markenintegrit\u00e4t, Datenmanagement, Nachhaltigkeit und Softwarekompatibilit\u00e4t zu ber\u00fccksichtigen sind, um den Wert dieser Technologie effektiv zu nutzen.<\/li>\n<\/ul>\n\n\n\n<p>Es ist klar, dass Gen AI das Gesicht des Marketings ver\u00e4ndern wird, aber die meisten Unternehmen wissen, dass diese Transformation nicht ohne Herausforderungen sein wird. Um Unternehmen dabei zu helfen, Gen AI strategisch zu integrieren und gleichzeitig die mit der Implementierung verbundenen Risiken zu managen, haben wir ein umfassendes Toolkit in unser POV integriert, das praktische Anleitungen zur Auswahl von Gen AI-Tools, zum Aufbau einer Pilotumgebung, zum Umgang mit rechtlichen Fragen und vielem mehr bietet.<\/p>\n\n\n\n<p>Erfahren Sie mehr dar\u00fcber, wie Gen AI die Branche revolutioniert und wie Ihr Unternehmen jetzt und in Zukunft von dieser neuen Technologie profitieren kann.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-outline is-style-outline--1\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/03\/POV_Effective-investment-in-generative-AI-for-marketing_March-2024.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">Download Point of View<\/a><\/div>\n<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/section>\n\n\n\n<section class=\"wp-block-cg-blocks-intro-para-video section section--info-2cols section--insights section-video\"><div class=\"bg-color video-align-right\"><div class=\"container\"><div class=\"row video-align-left\"><div class=\"col-md-12\"><div class=\"video-align-left row box box--4 box--mini\"><div class=\"col-md-3\"><h3 class=\"Video-title\" data-maxlength=\"34\">Your Gen AI campaign builder<\/h3><div class=\"video-info\"><p data-maxlength=\"68\">Create new marketing campaign concepts in minutes<\/p><\/div><\/div><div class=\"col-md-8 box-img-wrapper\"><div class=\"video-box\"><div class=\"video-wrapper\"><iframe title=\"video-section\" src=\"https:\/\/www.youtube.com\/embed\/oG0iOXhfSF0\" frameborder=\"0\" rel=\"0\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/div><\/div><\/div><div class=\"col-md-1\"><\/div><\/div><\/div><\/div><\/div><\/div><\/section>\n\n\n<section class=\"wp-block-cg-blocks-learn-more learnMoreBlock updated-new-sample-amal\"><div class=\"container\"><div class=\"content-title\"><h2 class=\"learnmore-heading\">Learn More<\/h2><\/div><div class=\"row\"> <div class=\"col-md-4\"><div class=\"box\"><div class=\"box-wrapper\"><a class=\"box-title\" href=\"https:\/\/www.capgemini.com\/de-de\/services\/customer-first\/customer-experience\/connected-marketing\/\" target=\"\" aria-label=\"Learn more 1\" rel=\"noopener noreferrer\"><div class=\"box-img-wrapper\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2022\/10\/Capgemini_Services_Customer-First_Connected-marketing-flip.jpg?w=500&amp;quality=70\" srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2022\/10\/Capgemini_Services_Customer-First_Connected-marketing-flip.jpg?w=500&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2022\/10\/Capgemini_Services_Customer-First_Connected-marketing-flip.jpg?w=1000&amp;quality=70 2x\" class=\"box-img\" alt=\"\" style=\"object-fit:cover;object-position:50% 50%\" loading=\"lazy\"\/><\/div><h3 class=\"titleWithoutLink_learnMore\">Connected marketing<\/h3><\/a><\/div><\/div><div class=\"box-inner\"><p class=\"box-desc\"><\/p><\/div><\/div> <div class=\"col-md-4\"><div class=\"box\"><div class=\"box-wrapper\"><a class=\"box-title\" href=\"https:\/\/www.capgemini.com\/de-de\/solutions\/generative-ai-for-customer-experience\/\" target=\"\" aria-label=\"Learn more 1\" rel=\"noopener noreferrer\"><div class=\"box-img-wrapper\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/03\/Generative-AI-for-Customer-Experience.jpg?w=500&amp;quality=70\" srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/03\/Generative-AI-for-Customer-Experience.jpg?w=500&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/03\/Generative-AI-for-Customer-Experience.jpg?w=1000&amp;quality=70 2x\" class=\"box-img\" alt=\"\" style=\"object-fit:cover;object-position:50% 50%\" loading=\"lazy\"\/><\/div><h3 class=\"titleWithoutLink_learnMore\">Generative AI for customer experience<\/h3><\/a><\/div><\/div><div class=\"box-inner\"><p class=\"box-desc\"><\/p><\/div><\/div><\/div><\/div><\/section>","protected":false},"excerpt":{"rendered":"","protected":false},"author":257,"featured_media":857181,"template":"","meta":{"cg_dt_proposed_to":[],"cg_seo_hreflang_relations":"[{\"uuid\":\"abd77662-e1f5-4dc6-bbbc-84024db6577b\",\"blogId\":\"1\",\"domain\":\"www.capgemini.com\",\"sitePath\":\"\/\",\"postLink\":\"https:\/\/www.capgemini.com\/us-en\/insights\/research-library\/effective-investment-in-generative-ai-for-marketing\/\",\"postId\":719248,\"isSaved\":false,\"isCrossLink\":true,\"hasCrossLink\":false},{\"uuid\":\"26acb33c-c3f4-4c23-9326-6f74a4042297\",\"blogId\":\"1\",\"domain\":\"www.capgemini.com\",\"sitePath\":\"\/\",\"postLink\":\"https:\/\/www.capgemini.com\/insights\/research-library\/effective-investment-in-generative-ai-for-marketing\/\",\"postId\":1006915,\"isSaved\":false,\"isCrossLink\":true,\"hasCrossLink\":false},{\"uuid\":\"d3414aeb-a71c-4821-bd99-44fd842ea55e\",\"blogId\":\"17\",\"domain\":\"www.capgemini.com\",\"sitePath\":\"\/ca-en\/\",\"postLink\":\"https:\/\/www.capgemini.com\/ca-en\/insights\/research-library\/effective-investment-in-generative-ai-for-marketing\/\",\"postId\":672689,\"isSaved\":false,\"isCrossLink\":true,\"hasCrossLink\":false},{\"uuid\":\"7289dd58-b906-4dfd-97d2-f864ec5adae1\",\"blogId\":\"10\",\"domain\":\"www.capgemini.com\",\"sitePath\":\"\/au-en\/\",\"postLink\":\"https:\/\/www.capgemini.com\/au-en\/insights\/research-library\/effective-investment-in-generative-ai-for-marketing\/\",\"postId\":518370,\"isSaved\":false,\"isCrossLink\":true,\"hasCrossLink\":false},{\"uuid\":\"5e69c62f-0f25-4013-a60c-709112b2cbc8\",\"blogId\":\"18\",\"domain\":\"www.capgemini.com\",\"sitePath\":\"\/in-en\/\",\"postLink\":\"https:\/\/www.capgemini.com\/in-en\/insights\/research-library\/effective-investment-in-generative-ai-for-marketing\/\",\"postId\":1102459,\"isSaved\":false,\"isCrossLink\":true,\"hasCrossLink\":false},{\"uuid\":\"aabc7b9f-05fb-4234-8fbe-99be83373c81\",\"blogId\":\"14\",\"domain\":\"www.capgemini.com\",\"sitePath\":\"\/be-en\/\",\"postLink\":\"https:\/\/www.capgemini.com\/be-en\/insights\/research-library\/effective-investment-in-generative-ai-for-marketing\/\",\"postId\":853208,\"isSaved\":false,\"isCrossLink\":true,\"hasCrossLink\":false},{\"uuid\":\"3c3e9ed2-636e-4dfa-8633-5d54ca79efaf\",\"blogId\":\"8\",\"domain\":\"www.capgemini.com\",\"sitePath\":\"\/de-de\/\",\"postLink\":\"https:\/\/www.capgemini.com\/de-de\/insights\/research\/effective-investment-in-generative-ai-for-marketing\/\",\"postId\":857180,\"isSaved\":false,\"isCrossLink\":true,\"hasCrossLink\":false},{\"uuid\":\"93f602db-ab6a-4fc9-a350-4019d0d73ff7\",\"blogId\":\"44\",\"domain\":\"www.capgemini.com\",\"sitePath\":\"\/ch-en\/\",\"postLink\":\"https:\/\/www.capgemini.com\/ch-en\/insights\/research-library\/effective-investment-in-generative-ai-for-marketing\/\",\"postId\":533252,\"isSaved\":false,\"isCrossLink\":true,\"hasCrossLink\":false},{\"uuid\":\"5a7fa3f0-7ac8-4b70-b7fa-e13fc3a7fb4d\",\"blogId\":\"5\",\"domain\":\"www.capgemini.com\",\"sitePath\":\"\/gb-en\/\",\"postLink\":\"https:\/\/www.capgemini.com\/gb-en\/insights\/research-library\/effective-investment-in-generative-ai-for-marketing\/\",\"postId\":650252,\"isSaved\":false,\"isCrossLink\":true,\"hasCrossLink\":false},{\"uuid\":\"6cf47e69-371d-491c-8ecb-31f896fa09ee\",\"blogId\":\"37\",\"domain\":\"www.capgemini.com\",\"sitePath\":\"\/nz-en\/\",\"postLink\":\"https:\/\/www.capgemini.com\/nz-en\/insights\/research-library\/effective-investment-in-generative-ai-for-marketing-2\/\",\"postId\":632187,\"isSaved\":false,\"isCrossLink\":true,\"hasCrossLink\":false}]","cg_seo_canonical_relation":"{\"uuid\":\"740e7f70-f0ae-4a3b-aade-73274c9106fb\",\"blogId\":\"\",\"domain\":\"\",\"sitePath\":\"\",\"postLink\":\"\",\"postId\":null,\"isSaved\":true,\"isCrossLink\":false,\"hasCrossLink\":false}","cg_seo_hreflang_x_default_relation":"{\"uuid\":\"a88777fe-a062-4854-a228-46aaec622dd8\",\"blogId\":\"\",\"domain\":\"\",\"sitePath\":\"\",\"postLink\":\"\",\"postId\":null,\"isSaved\":true,\"isCrossLink\":false,\"hasCrossLink\":false}","cg_dt_approved_content":true,"cg_dt_mandatory_content":false,"cg_dt_notes":"","cg_dg_source_changed":true,"cg_dt_link_disabled":false,"footnotes":"","related_resource_url":"","related_resource_id":0,"related_resource_size":"","related_resource_type":"","cg_author":0,"_yoast_wpseo_primary_theme":261,"primary_term":"Customer 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